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Media Influence on Food Trends Final Jacob Fels

Stage 1 Food + Hospitality – Food

Trends
‘How has social media both influenced and impacted the Food and Hospitality
Industry?’

According to Sensis Social Media Report in 2016, 95% of survey respondents used
Facebook, 31% viewed Instagram and 19% of respondents accessed Twitter, greatly
highlighting the prevalence of these social platforms in Society. Social media when used
correctly, can become a real advantage for those in the Food and Hospitality Industry in
getting the word out and/or gaining more revenue (Kenvale College, 2020).

Windels (2012) notes social media has been a fundamental marketing tool for several years.
In a survey by Restaurant.org, more than 8 out of 10 restaurant operators/managers stated
they use social media as a crucial marketing strategy to communicate with the consumer.
Some of these platforms consisted of but were not limited to; Facebook, Twitter and some
blogging websites. It is suggested restaurants’ use of social media places emphasis on the fact
that restaurant owners and managers are aware of the impact that social media has on
businesses and its associated reflection whether positive or negative (Windels, 2012).

TripAdvisor has always been considered a strategy to gain increased visibility in

contemporary society as many business owners view TripAdvisor as a major source of
information and recognition for potential guests and consumers (Jones, 2018). More recently,
consumers are much more inclined to share negative experiences then they would positive.
FLAT (2020) highlights it is crucial that food establishments collect both good reviews from
the customer and take the necessary actions to avoid negative reviews. For each star in a 5-
star rating, can affect a restaurant’s revenue by up to 10% (FLAT, 2020). Yelp, an online
review platform provides consumers with the opportunity to read and write their own
restaurant reviews. Once a review is written, anyone with or without a yelp account can
access said review. The average consumer will come across reviews as a result of searching
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Media Influence on Food Trends Final Jacob Fels
for certain restaurants or cafes as to gain insight into the quality of the food and atmosphere
of the establishment. This can either help or hinder the business’ revenue as a result of the
aforementioned review (Luca, 2016).

The constant social activity within contemporary society has the potential to greatly elevate
businesses. However, it can also pose negative results. Facebook and other social platforms
exist for sharing and connecting with a community. However, it has become a more popular
place to share food-based reviews and experiences over recent years. Problems that may once
have been spread solely by word of mouth can now reach a much larger audience and impact
a business whether it be positive or negative. When a customer reviews a business, who may
only have a small following, the people who follow said consumer could share that in that
experience. Ultimately, increasing exposure within hours. Therefore, social media has had a
massive influence on the food and hospitality industry, with helping businesses gain exposure
in society, and allowing consumers and customers gain insight into how well a business
performs and if they should visit said business.

Kenvale College. 2020. How Can Social Media Influence Customers In The Hospitality Industry?. [online]
Available at: <https://kenvale.edu.au/news-events/news/hospitality-management/how-can-social-media-
influence-customers-in-the-hospitality-industry/> [Accessed 26 June 2020].

FLAT. 2020. How Social Media Can Ruin A Restaurant Business. [online] Available at:
<https://www.flattech.com/au/blog/how-social-media-can-ruin-a-restaurant-business/> [Accessed 2 July 2020].

Jones, J., 2018. The Value Of Social Media In The Hospitality Industry | By Jordan Jones – Hospitality Net.
[online] Hospitality Net. Available at: <https://www.hospitalitynet.org/opinion/4086981.html> [Accessed 1 July
2020].

Luca, M., 2016. Reviews, Reputation, And Revenue: The Case Of Yelp.Com. 1st ed. [PDF] Harvard business
school, pp.7, 8. Available at: <https://www.hbs.edu/faculty/Publication%20Files/12-016_a7e4a5a2-03f9-490d-
b093-8f951238dba2.pdf> [Accessed 2 July 2020].

Windels, J., 2012. How Social Media Is Revolutionising The Restaurant Industry. [online] Brandwatch.
Available at: <https://www.brandwatch.com/blog/socialmediaintherestaurant-industry/> [Accessed 30 June
2020].