The average adult is willing to spend nearly $40 more at restaurants that “look good” on social media.
A poll of 2,000 adults found 41% believe social media is the best way to judge a restaurant. This rises to 58% for 18- to 26-year-olds.
The most sought-after content includes food close-ups (49%), décor (29%) and behind-the-scenes footage (28%).
Of those, an estimated 21% of the social media posts they view is related to food and eating out.
Kirsty Morris, MD at Barclaycard Payments, which commissioned the research, said: “Our research shows that a quarter of diners look at the menu on social media before ordering.
“This is just one way the experience is improved for diners, so they can concentrate on getting that perfect meal-side shot when they’re dining out.
“More and more venues allow you to book, review menus, and even pre-pay via their social media channels.
“So it’s a sensible move for those in the hospitality industry to keep sharing content and engaging potential visitors.”
The study identified Father’s Day as one of the most popular occasions for going out for a meal.
It also found foodies spend 40 minutes researching restaurants on social media before deciding on a location.
And 17% of those who use such platforms revealed they’ve signed up to a social media platform specifically to find out more about particular restaurants.
Facebook (43%) and Instagram (41%) are the go-to destinations for finding the best places for a bite to eat.
Traditional consumer review sites also remain popular among 37% of those polled.
The OnePoll study also identified what foodies consider to be the elements that make something worthy of being posted on social media.
Food presentation (33%) came top, followed by views of the restaurant (28%), and ‘jazzy cocktails’ (17%).
Kirsty Morris added: “Social media channels provide a ‘shop window’ for restaurants to market their food.
“And after a turbulent few years for hospitality, it’s a valuable way of attracting new customers to a venue.”
The research also revealed that one in five consumers is now dining out less frequently.
People are opting to “go big” when they do venture out by visiting higher value special eateries.
A further poll of 200 restaurant owners also by Barclaycard Payments found 66% have joined platforms like Instagram and TikTok to grow their customer base.
To ensure their content is top notch, many have even upgraded their smartphone (32%).
In shifting to social, restaurateurs have seen an increase in bookings through these platforms by 80%.
Produced in association with SWNS Talker
