London Restaurant Mogul Declares War on Disruptive Social Media Influencers
Jeremy King, the celebrated restaurateur behind some of London's most iconic dining establishments including The Ivy and Le Caprice, has launched a fierce campaign against what he describes as an "influenza-like outbreak" of social media influencers at his newest venue. The 71-year-old industry veteran claims his west London restaurant, The Park in Notting Hill, has become overrun with camera-wielding customers whose disruptive behaviour is driving away regular patrons.
The Park's Influencer Invasion
Since opening less than two years ago in a prime location opposite Hyde Park, The Park has attracted significant attention from social media personalities who have declared it their new "favourite breakfast spot." However, King reports that this popularity has come at a considerable cost. He details incidents where fashion influencers arrived with suitcases full of outfits, coordinating elaborate photoshoots in the restaurant's "beautiful" lavatories and spiral staircase.
Other disruptive behaviours documented by King include groups of ten women blocking access to bathrooms while taking photographs, customers bringing their own sound systems, and diners allowing their food to go cold while leaving their tables to capture images. "The respect has been replaced by a sense of entitlement," King lamented, adding that such conduct has "stepped over the line" and sparked numerous complaints from other guests.
Crackdown Measures and Backlash
In response to this influencer invasion, King has implemented strict countermeasures at The Park. The restaurant now displays prominent signage and employs security staff to intervene when influencers disrupt other diners. This hardline stance has, however, triggered an online backlash, with King reporting a noticeable increase in "damning one-star reviews from thwarted influencers" who appear aggrieved by his policies.
"The problem with some influencers — not all, but some influencers — is that the respect has gone and when respect is replaced by a sense of entitlement, you're going to have flashpoints," King told The Times. "When people are turning up with a suitcase because they're going to change outfits, then that steps over the line."
Industry-Wide Phenomenon
King's experience reflects a broader trend affecting hospitality venues across London and globally. In November, Borough Market implemented a weekend ban on food influencers creating content to prevent disruption to stallholders. Months earlier, luxury department store Harrods banned eating in its famous food hall after being inundated by TikTokkers and influencers filming themselves.
The phenomenon extends beyond British shores, with a Brooklyn cafe called Dae banning filming entirely last year after being overrun by "hordes of influencers armed with tripods." Similarly, Folderol, a Parisian wine bar, faced such chaos from TikTok tourists that neighbours called police on four separate occasions.
Influencer Response and Industry Data
Some influencers have sought to distance themselves from those exhibiting poor behaviour in public spaces. Gerry del Guercio, who runs Bite Twice Food Reviews with friend Paul Delany, claims they "blend in" when visiting food establishments, arguing that "as long as you're respectful, there's no reason why anyone should dislike you being there."
Industry data underscores the significant impact of social media on dining habits. A 2022 survey by marketing agency MGH revealed that 30 percent of TikTok users travel longer distances than normal to visit restaurants after seeing them on the platform, while over one-third choose dining spots based on videos they've watched.
Future Measures and Community Support
While King has previously considered making The Park a "mobile free zone," he believes the situation hasn't yet reached that extreme point. In a recent newsletter to customers, he apologised to those disturbed by "camera-wielding influencers" and assured patrons that protocols have been implemented to minimise disruption during meals.
"We are not quite ready to declare The Park a mobile-free zone, but if another young lady shows up with a three-person camera crew, makeup artist and vanity mirror, we'll have no choice but to reconsider our position," King wrote. Despite the backlash from some influencers, King reports receiving a deluge of messages thanking him for raising awareness about an issue that has become widespread across the capital's hospitality scene.
