BRIEFING
are probably three others I turn down.” Some of the most successful influencers
are average diners who build a brand, while others involve collaborations with chefs or restaurants. “Collaborating with influencers can
be a cost-effective way to promote a restaurant, often just requiring a complimentary meal. Influencers help restaurants reach diverse audiences, especially younger demographics who turn to social media to decide where to dine out,” says Allison Page, co-founder and chief product officer at restaurant technology company SevenRooms.
“One notable example is the
partnership between popular chef Gordon Ramsay and select Instagram and YouTube influencers. Ramsay collaborated with influencers to showcase his culinary creations, offer behind-the-scenes glimpses of his restaurants, and participate in cooking challenges,” Page added. But in a post-Covid world, is the shine of influencer channels wearing off?
CHANGING INFLUENCE
“Covid showed the importance of each restaurant's own communities,” says Montes. “Diners didn't go out in search of new dining experiences, they wanted to go to those restaurants that they trusted, that they knew. Digital reputation and relying on the opinions of gastronomic influencers was more important than ever.” According to influencer Rob, there has
been a boom in new openings since the pandemic that are “hungrier for exposure and usually less fearful of social media than their predecessors.” However, other restaurants, facing mounting costs, seem to have lost patience with over-demanding influencers. Manchester, UK-based Lucky Ramen
and Sushi shared an angry exchange with one influencer, in what became a viral Instagram row. She demanded to eat for free in return for a post, to which Lucky Ramen replied that “exposure” does not pay their bills, stating they “appreciate paying customers even more.”
64 In another example, the owner of a
vegetarian restaurant on the Greek island of Kos said he offered influencers who contact him about free meals a choice: they pay for their own meal and in exchange the restaurant will donate a meal to a charity. Apparently, he has never been taken up on the offer. Meanwhile, an influencer in Spain had
his account deleted after throwing a tantrum on a livestream when a restaurant refused to give him free food, and he threatened to send them a bill for the “promotion”. “As restaurants navigate increasing costs
and the evolving landscape post-Covid, they’ve become more diligent about how and where they spend their dollars. While influencer marketing is booming worldwide, restaurants are understandably calling into question its effectiveness,” explains Page. One restaurateur in Barcelona
complained about influencers even demanding free meals during the pandemic, when their capacity was already limited. “Tere will always be people who
approach the relationship in the wrong way, overpromising what their exposure can offer, or quite simply just fishing for a free meal off anyone who’ll accept,” said Rob. “But anecdotally my experience of any medium- level influencer going into a restaurant is that the visits generated off the back of it will pay for the meal several times over, and there are occasions when a
single post can transform a business.” “Tere are significant positives that
restaurants receive from influencers, it’s not all take, take, take.”
NEW WORLD
While the landscape has changed under pressure from rising costs and the pandemic fall-out, there are still new opportunities. Te audience is sizeable – according
to SevenRooms research, nearly a third of Gen Z and 20% of Millennial diners rely on Instagram to discover new restaurants. “Communities of followers are looking
for authenticity,” said Montes. “Tey are looking for real opinions. It only puts the credibility of influencers at risk when the follower has doubts that those opinions are self-serving or paid for.” Page predicts a shift towards micro-
influencers, who engage with niche audiences in specific cuisines or dietary preferences, such as plant-based meals. Tere will also be more demand for
hyper local community accounts or thematic posts, she adds. “Consumers are increasingly seeking
genuine, transparent experiences, and collaborations that feel authentic are more likely to resonate,” concludes Page. “Restaurants should continue to seek out influencers that align with their values and resonate with their respective customer bases.”
FOR MORE GO TO
FCSI.ORG
“Collaborating with influencers can be a cost-effective way to promote a restaurant, often just requiring a complimentary meal. Influencers help restaurants reach diverse audiences, especially younger demographics”
ISTOCK / FG TRADE
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