The thing about Pinterest, more than a lot of social sites, is that it’s not a friendly place for businesses (or restaurants) who give people nothing to work with.
Dunkin’ Donuts is lucky, and they made their own luck. Apart from being about something fun, they’ve given their fans a lot of stuff to pin and re-pin: great photos and a straightforward brand story (unpretentious but great coffee for America to run on).
So they’re kinda fun.
Another thing a business can do on Pinterest, which Dunkin’ doesn’t really do, is illuminate the people behind the brand; Tender Greens gets that done.
Like all social media, Pinterest is all about the kindergarten approach: to have a friend, you must be one. And to be a friend, you have to offer something besides self-promotion. That looks great. And is interesting. And says something about the person who pins it.
It’s simple, but it’s not easy.