Nearly four in 10 Brits have visited a restaurant because it went viral on social media, with one in 20 travelling over 100 miles to do so, according to new research. The average longest distance travelled was 43 miles, and 91% of those who made the trip were satisfied with their experience.
The study, commissioned by temporary car insurance provider Tempcover, found that one in three would rather visit a viral venue than a Michelin-starred eatery. Of those who enjoyed their foodie adventures, 45% cited the food as the best part, 30% valued quality time with friends, and 10% loved the spontaneity.
Instagram is the most influential platform for food choices, particularly among Millennials and Gen Zs (28% each), while Facebook tops the list for Boomers (11%). However, 73% of all respondents said no major social media site influences their food choices, a view shared by only one in 10 Gen Zs.
The current number one viral hotspot is The Shed in London, followed by dessert shop Humble Crumble and Beef Smokehouse in Manchester. Other internet sensations include jacket potato icon SpudMan, Urban Tandoor of Bristol, and Jeremy Clarkson's Diddly Squat Farm.
Tempcover is offering a limited number of free meals from 5th November at selected viral eateries—Bagels Inc (Sheffield), Phil You Up (Leatherhead), and Fire and Flank (Tiger Yard, Cardiff)—for customers with an active policy. Marc Pell, MD of Tempcover, said: 'Social media is now one of the most powerful drivers of food discovery among Brits.'
