The Impact Food Influencers Have on Restaurants

Written by Reese Wolf

Account Executive

From feta pasta to Swedish candy, social media has significantly impacted the food industry. Influencers have not only helped grow viral food trends, but they have also impacted restaurants down to the dollar; ultimately changing consumers' opinion of restaurants. I often resort to TikTok and other social media platforms to find the “trendy, must visit” spots when traveling to a new place. Bake Magazine states that, “64 percent of surveyed TikTok users said they have learned about a restaurant on the platform and 33 percent said they have been interested in visiting a restaurant after seeing videos about it.” I wanted to understand what really goes into being a food influencer, so I looked into food connoisseur, Morgan Raum, who specializes in New York City’s top eats.  

Photo courtesy of @toomuchfood.

Since high school, Raum has had a passion for food photography. She has been so successful that she has been able to make her passion for food a full-time job. She started being invited to restaurants to review their food. Raum explains that one of the most fulfilling parts of being a food influencer is knowing how her content can directly impact local businesses. A cookie shop on the Lower East Side reached out to her after she posted a video about them that helped increase business and keep them open. Raum’s work and that of other food influencers are able to see the direct impact they have on businesses across the country.

One of the most prominent influencers in the food industry is Dave Portnoy, owner of Barstool Sports. Portnoy started “One Bite Pizza” in 2013, where he traveled around the country to taste and rank pizza, which can be pivotal for the restaurant business.

Photo courtesy of Paesan's Pizza.

Portnoy reviewed Paesan's Pizza in Latham, New York, a locally owned and family-operated business. He rated it a 7.5, which is an above-average rating from Portnoy.  This rating may seem low to some, but it drastically changed this business. A local interview with partial owner Frank Scavio states that within the two days following the review, the restaurant made $10,000, having shipped thousands of frozen pizzas across the country. He shared that the local grocery stores that carry his frozen product ran out almost instantly, and his website crashed multiple times. This interview shows the impact that influencers, such as Portnoy, have on restaurants. Portnoy has had so much success with his reviews, that he even came out with his line of frozen pizzas sold at grocery stores, and a “One Bite” app. This allows users to see what he has ranked the pizza places near them.  

Overall, food influencers such as Morgan Raum and Dave Portnoy can impact their communities more than just rating and finding great food! Many restaurants are now thriving after being discovered by foodie influencers like them, allowing these restaurants to not only stay in business but to soar.