Using TikTok to Attract Younger Diners
January 2023
As the adage states, we eat with our eyes first. Visual platforms like Instagram and TikTok have replaced the traditional Google search as the best way to capture the attention of new diners. While previous generations looked to trusted and expert critics for restaurant recommendations, TikTok posts from fellow consumers are an increasingly popular source for younger diners to discover new restaurants.
Younger users are known to have shorter attention spans, meaning a lengthy written review is less appealing to them. Instagram's mix of static and video content helped boost restaurants' visibility in recent years. Now, TikTok's video-only content, with its sophisticated editing capabilities and snappy messaging, has become an even more popular way for critical young diners to disseminate attention-grabbing restaurant reviews. In a fraction of the time it would take to read a printed article, TikTok users can see the texture of a restaurant’s food and get a sense of the ambiance.
The raw immediacy of these peer-to-peer impressions has had a noticeable impact on would-be Gen Z and millennial diners. Users are trying new foods after seeing them featured on the platform and traveling longer distances for a unique dining experience. TikTok is now a trusted source of information for these digital natives, translating into real-life visits, with 53% of users between the ages of 26 and 41 saying they ordered from a restaurant after seeing it on TikTok.
Meanwhile, brands and restaurants that directly engage users on TikTok are seeing more visits from younger diners. Taco Bell used the platform to highlight the return of their Mexican Pizza, earning them 57 million views. The cookie delivery company, Crumbl Cookies, experienced quick growth thanks partly to its 6 million TikTok followers. Some restaurants even give virtual tours on their TikTok pages, as 37% of consumers say they'll visit a restaurant for a cool atmosphere.
If you're looking to increase sales among the younger generations, participating or encouraging patrons to review your restaurant on TikTok may be the key. How would you engage diners on the app? Share your thoughts on our Facebook or LinkedIn pages. Or visit our Resource Center for more tips and trends.
Sources:
- https://www.nytimes.com/2022/09/16/technology/gen-z-tiktok-search-engine.html#:~:text=TikTok%20has%20leaned%20into%20becoming,businesses%20and%20events%20near%20them
- https://www.bonappetit.com/story/tiktok-negative-restaurant-reviews?utm_medium=social&utm_source=twitter&utm_social-type=owned&utm_brand=ba&mbid=social_twitter
- https://www.nrn.com/marketing/how-tiktok-changing-restaurant-landscape
- https://www.restaurantbusinessonline.com/marketing/tiktok-having-big-influence-where-millennials-eat
- https://www.tiktok.com/@halalmemoirs/video/7074675948737613062?is_copy_url=1&is_from_webapp=v1&item_id=7074675948737613062&lang=en&q=%23restaurant&t=1666711984727
- https://thetakeout.com/tiktok-restaurant-reviews-influence-getting-stronger-1849752768
- https://www.bonappetit.com/story/tiktok-restaurants-viral-success
