Social media now plays a major role in how people discover restaurants, judge food quality, and decide where to spend their money. Before many diners visit a venue, they have already seen the dishes, checked the atmosphere, watched videos from other customers, and formed an opinion based on what appears in their feed.
That shift has changed the restaurant industry. Platforms like Instagram and TikTok do not just influence food trends. They shape customer expectations, affect what gets ordered, and can quickly increase demand for a venue, dish, or experience. For restaurants, cafes, bars, and food brands, social media has become part of the customer journey rather than a separate marketing channel.
In this guide, we look at how social media affects restaurants, how it influences dining behaviour, and what food businesses can do to turn that attention into bookings, footfall, and stronger brand visibility.
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How Instagram Shapes Dining Choices
Instagram Demographics
Who uses Instagram in the UK? It is most popular among the mid 20-30’s age range.
In 2023, the most common age group of Instagram users in the UK was 25-34, accounting for 28.8% of UK users. The percentage drops significantly in the 35-44 age group, which accounts for only 19.1% of UK smartphone users.
Only 23.1% of users aged 45 and up use Instagram on a regular basis.
The Rise of Instagram and its Influence on Food Culture
The rise of Instagram fuelled a food trend centred on what is visually appealing and shareable, as well as what will receive the most likes. Chefs, social media influencers, and marketing managers have recognised Instagram’s power as a marketing tool and have tailored their food to this.
Food and drink are no longer just for enjoyment; they have evolved into a clickable status symbol. People will stand in queue for hours to try the latest visually stunning dish, just to try it and put it on social media.
The Influence of Instagram on Food Trends
According to Zagat, 75% of users have chosen a restaurant solely based on social media photos, and 60% regularly scroll through “food porn” on social media. The restaurant industry has taken notice of this shift in consumer behaviour, with many establishments actively catering to the Instagrammable food trend.
Instagram’s influence on food trends extends beyond its visual appeal. The platform has also contributed to the development of viral foods that dominate social media feeds. These trends have resulted in outrageous creations such as Rainbow Unicorn Frappuccinos and teetering burger stacks dripping in cheese. While these fads may not last, they do catch people’s attention and generate excitement – especially if they taste good too.
How TikTok Shapes Restaurant Discovery
TikTok Demographics
In the UK, TikTok is most popular among the younger generation, and demographic statistics back this up.
In 2019, the most common age group of TikTok users in the UK was 18-24, accounting for 26% of smartphone users who used the app. The percentage drops significantly in the 25-34 age group, which accounts for only 9.3% of UK smartphone users.
Only 7.2% of smartphone users aged 45 and up used TikTok in the previous year. Furthermore, the app was more popular among British female smartphone users throughout 2019, with 10% of women using it compared to 7.5% of male smartphone users.
@nicolegarridodasilva Just me doing what I do best #comewithme #tattumanchester #manchesterrestaurants #datenight #foodie #naturalmakeup ♬ Made You Look – Meghan Trainor
The Rise of TikTok and its Influence on Food Culture
You may have heard that TikTok is replacing Google as the preferred search engine for Gen Z. Studies are suggesting that users aged 26 to 41 appear to be quick to act on cravings piqued while browsing the app.
TikTok has become a hub for creativity, entertainment, and, more recently, food-related content, thanks to its short and simple videos created by ordinary people. According to a new study conducted by MGH, 36% of TikTok users have ordered from a restaurant after viewing a video about it on the platform.
According to the survey, when TikTok creators were asked about the app’s influence on dining and ordering, the results nearly doubled to 65%. This suggests that not only are these users actively contributing to the platform by creating content, but their behaviour outside the app is also being influenced by what they see online. This highlights the significant impact TikTok has on shaping consumer habits and preferences, especially when it comes to food-related choices.
The Authenticity of TikTok Food Videos
One of the key differences between TikTok and other social media platforms is its emphasis on authenticity. While Instagram trends often focus on visually appealing and perfectly curated food images, TikTok celebrates imperfections and genuine experiences.
TikTok videos feature real people and their experiences, whether this involves a positive experience with delicious and aesthetically pleasing food, or if it is a negative experience with dirty tables and poorly assembled food. This authenticity appeals to users because it informs them of what to expect when they visit a restaurant or bar. It feels relatable to everyone, no matter who they are.
@chowreviews HALAL BRUNCH MANCHESTER #halalfood #halalfoodmanchester #halalbrunchmanchester #brunchmanchester #halal #chowreviews #manchester #fyp ♬ Bikini Bottom – Ice Spice
TikTok and the Restaurant Industry
TikTok’s influence on the food industry extends beyond trends and viral recipes. The platform is actively shaping people’s eating habits and influencing their food preferences. The trends that emerge on TikTok often lead to a higher demand for certain products and dishes. For example, after appearing in numerous TikTok videos, Birria Tacos, a Mexican speciality, began to appear on menus across the United States. Fufu, a staple food in West African countries, gained popularity after a TikTok video went viral, sparking curiosity and interest among viewers.
TikTok’s influence extends to the promotion and discovery of new products. According to research, 75% of TikTok users say they were inspired by what they saw on the app, and around 50% of users say TikTok helped them discover new products. This opens up a huge opportunity for restaurants and food brands to use the platform to showcase their offerings and attract new customers. TikTok’s ability to drive impulse purchases highlights the app’s potential as a marketing tool for the food industry.
It is worth noting, however, that the success of TikTok and social media in the food industry is not limited to large corporations or well-known brands. In fact, it is ordinary people, such as food enthusiasts, who have found their niche and are making a significant impact on TikTok.
Their genuine approach to cooking resonates with viewers, creating a sense of trust and connection. This presents a unique opportunity for restaurants to tap into the power of social media by showcasing their own culinary talents and engaging with their audience on a more personal level.
Restaurant Social Media Trends
Social media now influences far more than awareness alone. For restaurants and food brands, it affects discovery, menu demand, visual expectations, and how quickly trends spread between audiences.
That matters because customers are no longer relying only on websites, listings, or word of mouth. In many cases, the first real impression of a restaurant now comes from a short-form video, customer post, or image-led recommendation.
Some of the clearest trends include:
- 75% of diners say they have chosen a restaurant based on social media photos.
- 36% of TikTok users in the UK have ordered food after seeing it on the platform.
- 60% of Instagram users regularly browse food content before deciding where to eat.
- 50% of TikTok users say the app has helped them discover new food products and dishes.
For restaurants, these statistics highlight why social media marketing isn’t optional — it’s essential for staying competitive.
Social Media Marketing for Restaurants
Restaurant social media marketing now sits much closer to sales than many businesses realise. A strong post can increase demand for a specific dish, fill quieter midweek slots, support a launch, or raise the profile of a venue with people who have never visited before.
The challenge is that food businesses are competing in a highly visual space. Poor photography, inconsistent branding, and forgettable posts are easy to scroll past. The restaurants that tend to perform best on social media usually make their content feel immediate, recognisable, and easy to engage with. That can mean short-form video, behind-the-scenes footage, menu highlights, seasonal specials, customer reactions, or simple well-shot photography.
For hospitality brands, social media marketing works best when it is connected to the wider brand. The tone, visuals, offer, and customer experience need to feel consistent. A restaurant can attract attention online very quickly, but if the branding feels unclear or the content lacks direction, that attention is harder to convert into bookings and repeat visits.
How to Promote a Restaurant
Restaurants can no longer treat social media as an optional extra. It now influences customer behaviour before the booking, during the visit, and long after the meal has been shared online. For many venues, it plays a direct role in discovery, footfall, and repeat business.
Here are some of the most effective ways restaurants can use social media more strategically:
1. Create Engaging Content
Restaurants should try to create visually appealing and shareable content that will capture the attention of their target audience. This can include high-quality food photography, behind-the-scenes glimpses of the kitchen, and short videos demonstrating signature dish preparation. Restaurants may capture the interest of potential customers and entice them to visit by providing a glimpse into the restaurant experience. Our team are able to help you to highlight why your business is different, by supporting you with a range of videography and photography services.
2. Encourage Diners to Produce Content
Restaurants can encourage customers to share their dining experiences on social media. They can do this by creating original hashtags or hosting contests and giveaways. User-generated content not only promotes the restaurant but also creates a sense of community and customer engagement. By sharing and reposting user-generated content, restaurants can strengthen their online presence and build trust with their audience. For this, we would recommend running an online and offline marketing campaign to capture your audience’s attention. We would recommend using both digital marketing and print to have maximum impact.
@gelsbygoda the perfect weekend away #tattumanchester #manchester #manchesterfood #manchesterfoodplaces #restaurantsinmanchester #foodinmanchester #foodie ♬ I’m on One – YASPI
3. Interact with Customers
Restaurants can use social media platforms to directly engage with their customers and build relationships. Responding to comments, messages, and reviews in a timely and personalised manner demonstrates to customers that the restaurant values their feedback. This level of interaction has the potential to increase loyalty and encourage return visits. Our team are able to help you to do this by managing your social media, replying to contents and ensuring that all of your platforms are kept up-to-date.
4. Stay Current on Trends
It is essential for restaurants to keep up with the latest food trends and viral recipes on social media in order to remain relevant to their target audience. Restaurants can attract attention and generate excitement among customers by incorporating popular trends into their menus or creating unique twists on viral recipes. Our social media marketing consultants can help you to keep ahead of the competition, and to be aware of any new and emerging trends that might help your business to stand out.
5. Offer Exclusive Deals and Promotions
Restaurants can use social media to provide their followers with exclusive deals, promotions, and discounts. Customers may be encouraged to visit the restaurant as a result of this, creating a sense of urgency and excitement. By regularly updating their social media platforms with enticing offers, restaurants can keep their audience engaged and encourage repeat visits. Our design team are able to help you to create visuals that attract your target audience.
What Content Works Best for Restaurants on Social Media?
Not every restaurant needs to chase trends, but most do need content that shows people what makes the venue worth visiting. The strongest restaurant content usually gives potential customers a quick answer to one of the main questions they already have: What does the food look like? What is the atmosphere like? Is it worth the trip? Is there something here I would actually want to try?
| Content Type | Why It Works |
|---|---|
| Signature dish videos | They create instant visual appeal and help specific menu items gain traction. |
| Behind-the-scenes clips | They make the brand feel more human and help build trust with viewers. |
| Customer experience content | They show atmosphere, service, and social proof in a way polished ads often cannot. |
| Seasonal launches and specials | They create freshness and give people a reason to visit now rather than later. |
| Consistent food photography | They strengthen the brand visually and help menus, campaigns, and social content feel joined up. |
The right mix depends on the venue, audience, and offer. A premium restaurant may need sharper brand presentation and polished visuals, while a more casual venue might benefit from faster, more reactive short-form content. Either way, quality still matters. Social media moves quickly, but weak visuals and inconsistent messaging are easy to ignore.
FAQs: Social Media and the Food Industry
We often get asked how platforms like TikTok and Instagram actually affect restaurants, food marketing, and customer behaviour. These are some of the most common questions.
How does social media affect restaurants?
Social media influences how customers discover restaurants, choose where to dine, and what dishes they order. A single viral TikTok or Instagram reel can transform a local dish into a nationwide trend.
Why is social media important for food marketing?
It allows restaurants to reach new audiences quickly, showcase visually appealing dishes, and build community engagement through user-generated content and reviews.
What are the biggest food trends driven by social media?
Recent viral trends include birria tacos, feta pasta, and Korean corn dogs. These dishes gained popularity after being shared millions of times on TikTok and Instagram.
How can restaurants succeed with social media?
Restaurants should focus on creating engaging content, encouraging diners to post their experiences, and staying on top of viral food trends.
How We Can Help You
For restaurants, bars, cafes, and food brands, social media works best when it is supported by strong creative and clear strategy. Good content gets attention, but the bigger opportunity comes from making sure the visuals, messaging, and wider brand all work together.
At Media Village, we help businesses build that joined-up presence through creative, digital, and marketing support. That can include planning social content, producing photography and video, and helping food businesses present themselves more clearly across every touchpoint.
If you would like help improving how your business shows up online, contact Luke on 01254 300000 to find out more about our:
