Instagram Drives Restaurant Discovery, Defying Traditionalist Critiques
Taking photographs at the dining table might infuriate traditionalists like The Ivy restaurateur Jeremy King, who has compared influencers to an "influenza-like outbreak". However, without the pervasive influence of social media platforms, many restaurants would face emptier tables and diners would likely become far less adventurous in their culinary explorations.
The Backlash Against Digital Dining Culture
In a recent commentary for The Standard, Jeremy King expressed his frustration with influencers overrunning his esteemed restaurant. He argued that the constant influx of cameras threatens to degrade the dining-out experience for what he terms "bona fide guests". King's sharp critique extends to likening the surge of influencers to a highly contagious and unpleasant respiratory infection, framing them as a blight on traditional restaurant etiquette.
This perspective, however, overlooks the substantial benefits that influencers bring to the modern dining landscape. As a member of a generation often stereotyped for doomscrolling and fleeting digital attention spans, I find that influencer content provides more than just momentary entertainment. It serves as a crucial tool for discovery and engagement.
Social Media as a Culinary Compass
Because of influencers' vibrant online presence, I have uncovered my favourite restaurants and sampled dishes I would never have considered otherwise. Sometimes this discovery is accidental: a casual scroll through Instagram leads to sipping the same matcha cocktail or ordering an identical appetiser seen online. More frequently, it is a deliberate strategy—using Instagram to meticulously plan weekends and expand culinary horizons.
The culture that influencers cultivate is inherently participatory. While some may view aspiring creators as an infectious by-product of digital trends, this environment empowers individuals to try their hand at restaurant criticism and content creation. It is now commonplace to have friends building their own platforms, each pursuing passions in food or fashion and generating a steady stream of content that enriches the online ecosystem.
Economic Lifeline for Hospitality
It is easy to dismiss influencers as vain or accuse them of fostering a restaurant culture that prioritises photography over manners. An ironic example is an anti-influencer food tour advertised on Instagram itself. Yet, their work should be recognised as vital to Britain's struggling hospitality industry, not detrimental to it. Influencers possess the power to transform empty dining rooms into fully booked hotspots, attracting customers eager to experiment with new culinary experiences.
Without this digital influence, many diners might retreat to the safety of familiar local haunts or predictable chain restaurants. Instead, social media encourages culinary adventure. While some influencers may occasionally forget their manners, as a former waitress with five years of experience, I can attest that customers photographing their meals rank very low on the list of difficult patron behaviours.
Embracing the New Dining Normal
Yes, it might seem cringeworthy to see a flatbread with anchovies go viral and immediately book a table at the featured restaurant. However, the method of discovery is secondary to the outcome: supporting the business, savouring the food, and appreciating the chefs behind the menu. The presence of influencers and their photographic habits does not detract from this experience.
Do I mind others taking photos while I eat? Not at all. Without those very images, I might never have chosen to dine there myself. So, post to your heart's and stomach's content. Notably, Jeremy King has yet to ban photography or influencers from his establishments despite his pointed critique, perhaps tacitly acknowledging their indispensable role in today's restaurant economy.
