Close to 70 per cent of people have admitted to eating at restaurants because they have seen influencers do the same, according to a recent study conducted by Dubai-based marketing agency Reach.
Highlighting what has now been proved to be the persuasive power of online personalities, 80 per cent of survey respondents confirmed that they follow food influencers or bloggers across online channels and platforms.
The survey, conducted with a broad spectrum of respondents including consumers, journalists, hospitality, and marketing professionals, shed light on the key trends and relationships between food influencers and the region’s dining establishments.
Ihab Ghazal, Founder and CEO, Reach, said, “These interesting findings illuminate the powerful influence of food bloggers and influencers in shaping dining trends and driving restaurant patronage. As the ever-changing relationship between social media and dining continues to evolve, restaurants and influencers alike must navigate these dynamics to maximise their mutual benefits.”
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The strongest result was from those specifically questioned within the hospitality sector with 85 per cent stating that they have experienced increased footfall as a result of influencer visits. This is undeniable proof the positive impact inviting relevant influencers can have on the success of a restaurant regarding attendance.
Despite their impact, the majority of respondents felt influencers should not receive financial incentives for visiting restaurants with some continuing that it would depend on circumstances such influencer insights, relevance, and whether it was a more in-depth collaboration.
Yet, more than 60 per cent of those surveyed said they acknowledge that influencers do influence their choice of visiting restaurants in the region and 63 per cent believe food influencers are integral for the success of a restaurant.
“We are thrilled this survey has confirmed just how valuable utilising relevant influencers can be for the industry and we look forward to developing these relationships further, as well as growing our own client and influencer portfolios,” Ghazal concluded.
