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Food & Drink

How restaurants can trick diners into spending more

By
Jack Hobbs
Published June 21, 2023
Updated June 21, 2023, 12:00 p.m. ET

Here’s some food for thought.

A new survey has revealed that adults who go to restaurants with a massive online following are more likely to spend more money while dining.

In a poll of 2,000 adults, nearly 41% of respondents claimed that social media played a major role in their decision on whether or not a restaurant is worth visiting.

This number rose to 58% amongst pollers aged 18 to 26.

The study, which was commissioned by Barclaycard Payments and carried out by OnePoll, also revealed that several of the people surveyed looked at a menu on social media before placing an order.

“Our research shows that a quarter of diners look at the menu on social media before ordering,” said Kirsty Morris, a managing director for Commercial Solutions at Barclaycard. “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,” continued Morris “So it’s a sensible move for those in the hospitality industry to keep sharing content and engaging potential visitors.”

According to the number of people surveyed, the average amount of time diners spend looking at different restaurants online is around 40 minutes.

In a poll comprised of 2,000 adults, nearly 41% of respondents claimed that social media played a major role in their decision on whether or not a restaurant is worth visiting.
In a poll comprised of 2,000 adults, nearly 41% of respondents claimed that social media played a major role in their decision on whether or not a restaurant is worth visiting. Getty Images/iStockphoto
The study, which was commissioned by Barclaycard Payments and carried out by OnePoll, also revealed that several of the people surveyed looked at a menu on social media before placing an order.
The study, which was commissioned by Barclaycard Payments and carried out by OnePoll, also revealed that several of the people surveyed looked at a menu on social media before placing an order. Getty Images/iStockphoto

Nearly half of those surveyed claimed that food close-ups contributed to their dining choice while 29% said decor and 28% said behind the scene footage affected their decision.

A small number of pollsters (17%) also claimed they signed up for social media just so they could learn more about a specific restaurant.

The study also revealed that Facebook (43%) and Instagram (41%) are the top two trafficked sites when it comes to finding a place to chow down.

Nearly half of those surveyed claimed that food close-ups contributed to their dining choice while 29% said decor and 28% said behind the scene footage affected their decision.
Nearly half of those surveyed claimed that food close-ups contributed to their dining choice while 29% said decor and 28% said behind the scene footage affected their decision. Getty Images
OnePoll found that users were more engaged on a restaurant's social media grid if it features food presentation, views from the restaurant or "jazzy" cocktails.
OnePoll found that users were more engaged on a restaurant’s social media grid if it features food presentation, views from the restaurant or “jazzy” cocktails. Getty Images

“Social media channels provide a ‘shop window’ for restaurants to market their food,” explained Morris. “And after a turbulent few years for hospitality, it’s a valuable way of attracting new customers to a venue.”

OnePoll found that users were more engaged on a restaurant’s social media grid if it features food presentation (33%), views from the restaurant (28%) or “jazzy” cocktails (17%).

Some diners (20%) revealed that they would rather “go big” and dining out at higher-end eateries every once in awhile rather than eat out frequently.

Since running the survey, Barclaycard polled 200 additional restaurant owners claiming that 66% of them have joined social media in an effort to get reservations.

Several restaurants have recently reported an 80% uptick in reservations since joining social media.