Food aesthetics and the influencer effect on restaurants

How social media visibility is reshaping customer mix, competitiveness, and profitability in the dining sector

There is a growing tension between visually driven dining culture and traditional restaurant economics. As social media platforms reward photogenic dishes and stylish interiors, restaurants are increasingly attracting influencers whose presence can disrupt operations and alter customer dynamics. At the same time, established eateries that focus on product quality rather than visual spectacle are finding it harder to compete for attention. The debate raises broader questions about whether visual appeal is enhancing or distorting the fundamentals of the restaurant industry.

Key takeaways

• Influencer-driven footfall: Restaurants with highly photogenic food and interiors are attracting influencers who prioritize content creation, sometimes at the expense of operational flow and other guests’ experiences.
• Operational disruption: Reports from restaurateur Jeremy King highlight practical challenges, including extended bathroom use for photo shoots and groups staging elaborate content sessions, affecting service quality.
• Competitive pressure on traditional brands: Established bakeries such as Poilâne are struggling to compete with newer, more visually dynamic brands that perform better on social media, particularly among younger consumers.
• Economic realities beyond social media: Financial difficulties in traditional establishments are also linked to rising input costs, labor expenses, and changing consumption habits, indicating that influencer culture is only one part of a broader structural shift.
• Shift in consumer expectations: Younger audiences increasingly expect variety, novelty, and visual appeal, pushing restaurants to expand menus and enhance presentation to remain relevant.
• Strategic dilemma for restaurateurs: Operators must decide whether to embrace social media appeal through design and presentation investments or prioritize a more traditional, product-focused positioning with potentially less online visibility.

Source: The Guardian

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