Ah! The Food “Influencer” era. Remember when we used to blindly follow food influencers to the latest “must-try restaurants”? We’d queue for ages, probably looking slightly ridiculous doing it, all for a photo that looked suspiciously like the influencer’s but somehow… less appealing in real life. Ah, the good ol’ days of peak food FOMO, orchestrated by perfectly lit avocado toast and artfully drizzled sauces. But if you’ve been paying attention (and haven’t been living under a particularly delicious-smelling rock), you might’ve noticed things feel a bit different lately in the global restaurant scene.
The restaurant industry is doing a bit of a cha-cha slide, and whispers suggest the reign of the all-powerful food influencer might just be heading towards its final course. This whole “influencer marketing for restaurants” thing? It feels increasingly passé. And as it appears, our collective appetite for manufactured enthusiasm has finally been satiated. And mostly driven by our ever-evolving expectations and a deep-seated craving for authentic restaurant experiences. The kind that quietly teaches you how to expand your food palate without even trying.
And while this global shift is fascinating, the UK restaurant scene offers a particularly compelling case study into the future of food discovery. Truth be told, unless you’ve been exclusively communicating via carrier pigeon with a particularly food-oblivious bird, the traditional influencer era has been on a slow but steady decline. In fact, food experts have been suggesting the cracks really started to show as early as 2022. You know, post-pandemic, when it felt like everyone with a sourdough starter became a “micro-influencer.” The digital landscape became flooded, the mystery evaporated, and that coveted sense of exclusivity? Gone, impacting the perceived value of influencer promotions.
And it’s this oversaturation that has possibly led to both restaurant brands and hungry consumers like you and me to question the authenticity in influencer marketing. Add to this the rising restaurant costs. The declining social media engagement rates. And a growing scepticism of paid posts, and it’s clear why the once seemingly unbreakable grip of food influencers on our stomachs (and wallets) started to loosen.
We, the eaters, started craving something real. I mean some genuine restaurant reviews and experience-driven recommendations. In fact, a recent UK study on Restaurant Industry Trends by SevenRooms highlights this shift. While social media marketing for restaurants remains crucial, the power of influencers isn’t what it used to be. Instead, the spotlight is shifting towards strategic brand collaborations and the clever use of restaurant technology.
The Rise of Strategic Brand Collaborations
With growing influencer fatigue, restaurants are wisely pivoting towards brand partnerships, offering more depth and staying power. The SevenRooms report, for example, shows that roughly 40% of UK restaurant operators are investing in these restaurant collaborations. Why? Because they offer long-term value and mutual investment, reaching loyal audiences with authentic experiences.
Think about how Dishoom, a well-established UK restaurant chain. They’ve recently partnered with Allpress Espresso to create a unique “coffee experience at Dishoom,”. Adding genuine value for their customers. Or the high-profile collaboration between Eataly London and Michelin-starred Chef Carlo Cracco for “Terra by Cracco at Eataly London,”. A partnership that speaks to quality and prestige far beyond a single influencer review. These strategic restaurant partnerships generate organic buzz and provide memorable dining experiences that customers genuinely want to share.
Technology is Replacing the Traditional Influencer
The new driving force in restaurant customer acquisition isn’t necessarily the “top UK food influencer” but rather the smart application of restaurant technology. AI-powered personalisation in restaurants and restaurant automation are enhancing service and anticipating guest needs – a concept SevenRooms aptly names “SuperHuman Hospitality™.” An impressive 74% of UK restaurants are using AI to improve customer experience, with 99% reporting a positive impact on their operations and customer satisfaction. This shift highlights how technology is providing genuine value that goes beyond the temporary hype of the influencer era.
Even the way we discover “good places to eat in the UK” is changing. Optimising a restaurant’s Google presence is becoming paramount, with 47% of UK restaurant owners actively working on their Google My Business profile to attract local searches. Furthermore, around 73% of UK diners are comfortable using AI for restaurant bookings and managing reservations, indicating a preference for convenient, tech-driven solutions over solely relying on “social media recommendations from influencers.”
How to Spot Restaurant Brand Collaborations
So if you’re a foodie like me trying to navigate the especially UK dining scene (and beyond) in this evolving landscape, focus on the more authentic restaurant experiences rather than just popular food influencer recommendations:
- Follow restaurant announcements directly. Sign up for restaurant newsletters, monitor their official social media channels, and track Google updates for restaurants.
- Look out for special restaurant events. Think restaurant pop-ups in London, wine tasting events at UK restaurants, and collaborative chef menus.
- Identify co-branded offerings: Look for partnerships and collaborations that add tangible value.
- Google for local restaurant searches: Focus on genuine customer reviews on Google and explore local restaurant guides.
That said, the influencer era undeniably shaped the restaurant marketing landscape for a period. But reading between the lines reveals a clear trajectory. The future of restaurant discovery belongs to authenticity, strategic collaborations, and the intelligent use of technology. While influencer marketing retains a place, the focus is now firmly on genuine brand partnerships and tech-driven diner experiences. This evolution promises not just a shift, but a definitive upgrade to a more trustworthy and ultimately more satisfying way for us to explore the diverse global restaurant scene. Especially for us here in the UK.
