A recent survey by Dubai-based marketing agency Reach has unveiled the profound impact that food influencers and bloggers have on the UAE’s restaurant industry. This study sheds light on the evolving relationship between social media influencers and dining establishments, emphasising the growing importance of online figures in shaping consumer behaviour and dining trends.
The survey, which gathered insights from a diverse group of respondents, including consumers, journalists, and professionals in the hospitality and marketing sectors, revealed that 80% of participants follow food influencers or bloggers across various online platforms. Notably, nearly 70% of these respondents admitted visiting a restaurant after seeing an influencer dine there. This statistic underscores the persuasive power of food influencers in driving foot traffic to restaurants.
Particularly striking were the findings from those within the hospitality industry, where 85% of respondents reported experiencing increased customer visits following an influencer’s visit. This data provides undeniable evidence of the positive impact that influencer collaborations can have on restaurant attendance and overall success.
The survey also highlighted that more than 60% of respondents acknowledge the role of influencers in influencing their dining choices, with 63% believing that food influencers are integral to a restaurant’s success. This growing trend emphasises the importance of strategic partnerships between restaurants and influencers, ensuring that the collaboration is mutually beneficial.
However, the study also revealed mixed opinions on whether influencers should receive financial incentives for their visits. While many respondents felt that compensation should depend on the influencer’s insights, relevance, and depth of the collaboration, others believed that financial incentives might not always be necessary.
Ihab Ghazal, Founder and CEO of Reach, commented on the findings, stating, “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.”
Ghazal also emphasised the role of Reach in fostering productive relationships between influencers and restaurants. “At Reach, we are the bridge between the influencers and clients, ensuring a harmonious and effective partnership that benefits both parties. We are thrilled this survey has confirmed just how valuable utilising relevant influencers can be for the industry, and we look forward to further developing these relationships.”
