You might think that a link, if any, between eating out and social media is a tenuous one. But a new Food for Thought study by Barclaycard has revealed the true extent that social media plays when people eat in restaurants.
How do customers use social media to decide where to eat?
Before customers decide where to eat out, most of us will have a quick Google search, browse reviews and compare a few menus.
The internet has made this an obligatory part of the dining experience.
Amongst the things that Brits use social media accounts for before eating out are reading restaurant reviews (23%), checking the appearance of dishes (21%), considering what they might order in advance (18%) and to see how well the food is presented (11%).
The importance of giving customers the opportunity to have a browse before they visit, is shown with 15% of Brits saying they’d rule out an establishment based on it not having an online menu or social media channels. This number rises to a third of 18 to 24-year-olds.
How do customers use social media when eating out?
Virtual presence is becoming ever more important, and the desire by the public (especially young adults) to update friends and family with what they’re getting up to – including eating out – shows no bounds.
After making the choice to come to your restaurant to eat, 41% of Brits post pictures of their meal on social media, with this most common with 25 to 34-year-olds (24% saying they do this often or every time they eat out). The reason behind uploading pictures and posts to their social accounts is to recommend restaurants to followers (42%) and 26% do it to show off their experience.
Interestingly, some Brits (18%) want to see restaurants help them to take the perfect shot of their food by having light filters installed onto their table tops. Perhaps this is something that Trent Furniture should look into!
Attracting customers through social
It’s no longer enough for restaurants to just have a social presence. Their content needs to be regular and high quality to attract the clientele that browse channels before deciding where to eat. Posting attractive, appetising pictures of their menu dishes is a sure-fire way to the hearts of customers.
Restaurants also need to allow and engage in social media use when customers are in the restaurant. Provide free WiFi, comment on customers’ posts and do social giveaways.