What used to be a quick Google search or a scroll through Yelp is now a visual-first exploration on platforms like TikTok and Instagram. Diners don’t just want information—they want immersion. They want to see if the experience feels “worth it.” And they trust influencers, not advertisers, to tell them.
To understand just how deeply this shift has taken hold, we partnered with Nation’s Restaurant News to poll 1,140 Gen Z and Millennial consumers (ages 13–44) across the U.S. The results make it clear: social content is no longer just an influence mechanism—it’s a decision-making engine.
Overview of data findings:
55% of Gen Z and Millennial consumers say social media reviews are the top reason they try a restaurant
73% of Gen Z and Millennial consumers have visited a restaurant in the last three months because of a social media review
43.7% of Gen Z and Millennial consumers go to social media first for restaurant recommendations
Methodology—Polls were conducted in March 2025 via BrilliTM, an influencer-led consumer insights tool. Respondents were not made aware that Belle Communication or Nation’s Restaurant News was fielding the study. Respondents spanned California, New York, Florida, Arizona, Texas, Illinois, Maryland, Washington and Pennsylvania.
55% of Gen Z and Millennial consumers say social media reviews are the top reason they try a restaurant
For the majority of Gen Z + Millennial diners, the most powerful motivator to try a restaurant is a positive social media review. Even if an LTO or deal looks interesting, they want validation from someone who’s actually tried it and is willing to break down their experience.
Even amid inflation, deals aren’t the top motivator; it’s the emotional appeal and trust built through visual storytelling and influencer recommendations. Gen Z and Millennial consumers are choosing restaurants based on perceived social credibility, not just price or novelty.
For restaurant brands, this is a clear call to prioritize influencer partnerships and user-generated content that feels trustworthy to drive traffic. While loyalty programs and LTOs are still valuable, they aren’t as likely to drive visits unless they’re wrapped into an influencer campaign or UGC strategy to drive awareness.
73% of Gen Z and Millennial consumers have visited a restaurant in the last three months because of a social media review
The vast majority of consumers today aren’t just influenced by social content—they’re mobilized by it. Discovery and decision-making happen quickly. Whether it’s a short-form video highlighting a new café or a casual recommendation from a local foodie, audiences act fast.
This immediacy validates social media and influencer partnerships as more than just tools for brand storytelling—they’re critical levers for driving foot traffic, sales and measurable ROI.
Influencers are no longer just aspirational figures—they’ve become cultural curators and food critics, guiding audiences toward experiences that feel both vetted and attainable. When someone sees their favorite creator raving about a new taco truck or speakeasy, it often carries more weight than a polished ad or even a friend’s recommendation.
This dynamic has made platforms like TikTok and Instagram the new digital concierge for dining and lifestyle discovery. People scroll to find their next night out, brunch spot or neighborhood gem. The appeal lies in the raw, real-time nature of the content. They look to social media for food recommendations and use it to find hidden spots and places they might not discover on their own.
43.7% of Gen Z and Millennial consumers go to social media first for restaurant recommendations
Instagram and TikTok have become the first line of research for dining, pushing Yelp and Google into a secondary role. In fact, eMarketer reports that 46% of Gen Z and 35% of Millennials prefer social media over traditional search engines.
These social-first platforms offer more than just information—they offer immersion. Diners aren’t just looking for menus or star ratings. They want to feel the space and imagine themselves in that experience.
Unlike Yelp or Google, which rely heavily on text-heavy reviews and static images, TikTok and Instagram deliver emotionally resonant content. A 10-second video tour or influencer review provides a multisensory snapshot: how crispy the fried chicken sounds, what cocktails are trending, how crowded the space gets, or what the ‘Instagrammable moment’ might be.
That’s not to say platforms like Yelp and Google are irrelevant. They still play a crucial role in the vetting process—users may turn to them to confirm details like hours and pricing, or to read recent complaints. But by the time someone gets to Yelp or Google, the choice is often nearly made. The emotional and aesthetic buy-in has already occurred on TikTok or Instagram.
Key Takeaways for B2B Foodservice + Retail
This shift in consumer discovery doesn’t just impact restaurant marketing—it also reshapes expectations for food suppliers.
To stay competitive, foodservice brands must equip operators with products, proven demand and visuals that are built for a social-first world. Suppliers who help their partners win in the feed will ultimately win in the market.
Prioritize Visual Appeal for Social-First Discovery
In an algorithm-driven environment, products must perform visually as well as functionally. Bold colors, dramatic textures and shareable moments—like a cheese pull, a sizzle or an over-the-top drizzle—are no longer “nice to have.” They’re essential to catching attention mid-scroll.
Ask: How will this product or dish look in a TikTok or Instagram Reel? Does it create a moment that invites engagement?
Equip Partners to Win in the Feed
It’s not enough to provide product specs. Forward-thinking brands are arming restaurant partners, retailers and chefs with plating tips, naming inspiration and social media best practices to make products easier to showcase online.
When products are packaged with built-in “contentability” and storytelling potential, they don’t just meet the operational needs of the back of house—they meet the promotional needs of the front of house and the marketing team, too.
Create Demand Upfront with Creator Partners
Foodservice brands have the opportunity to seed demand early by partnering with chefs and creators to showcase how their products perform in real-world settings: on the plate, in the kitchen and in the content feed.
Generating excitement before a product even hits the menu shifts the dynamic—making operators more likely to adopt products that already have proven buzz and consumer pull.
Social proof is no longer optional; it’s a new layer of value suppliers can deliver alongside traditional sales and marketing support.
Restaurant Discovery and Choice Happen on Social Media
The data speaks loud and clear: for Gen Z and Millennial diners, discovery starts on social and ends with a visit. This behavior isn’t a passing trend—it’s a fundamental rewiring of how people choose where to eat.
For restaurant marketers, that means the playbook has to evolve. Loyalty programs, promotions and paid ads still matter—but they’ll fall flat if they’re not embedded within a broader social strategy that prioritizes authenticity, visibility and reviews.
If you’re not showing up in the feed or partnering with the creators your audience trusts, you’re not showing up in the decision set. Now is the time for restaurant brands to double down on influencer marketing, prioritize user-generated content and treat social channels not just as media placements—but as primary points of discovery, validation and conversion.