The 'TikTokization' of the Foodie World and Other Social Media Trends for Restaurants in the Foodservice Industry

But make it Instagrammable! That adjective, "Instagrammable," seems to be one of today's fundamentals when it comes to whether to visit a restaurant or food business. Or to order something via a delivery app. And, in recent years, there's been a "foodie revolution" that has seen social media, visual digital culture and generational changes drive the creation of food content on practically every online platform.

It suddenly became the norm to post a photo of what we're eating, giving rise to channels dedicated to trying food and featuring adventurers in search of the most exotic, least known or cultish food, as well as the top recommendations for places to eat, which before would have been passed around by word of mouth. The new windows for showcasing food are Facebook, Instagram, YouTube, X and TikTok, where new trends are defined.

With this in mind, we looked at some of the changes that are marking the moment in the foodie phenomenon on social media, and how it can be harnessed and propelled further by the country's foodservice establishments.

The TikTokization of food

While TikTok gained popularity around the world for its short clips featuring music, dance and effects—highly focused on Generation Z—the new social network soon paved the way for all kinds of content, with food arriving to stay. TikTok is now not just another technology platform that we need to look at, it's also become a vital tool in restaurants' social media marketing. In other words, if you're not using TikTok to showcase your delicious, delectable dishes, you're missing out on reaching 46 million active users in Mexico alone.

Chefs and restaurants actually have an inherent advantage on this platform, as food content is visually appealing by its very nature. The expert recommendation is to start with basic ingredients from the menu, like fries, but in a recipe that the audience wouldn't expect with such a rudimentary ingredient. How about a video on Sidewinders fries coated with craft beer? It's also advisable to check out the resources that the TikTok Creator Portal has to offer.

Plants, a green and sustainable world

The green revolution has revamped menus. During the pandemic, diners started asking more questions about what they were eating and throwing themselves into healthier diets, all against a backdrop of growing awareness around the environment and sustainability. So, food featuring more fruit and vegetables, and organic food in general, came to the fore in the foodservice industry. Studies show that consumers of all ages want to eat more greens, from boomers and Gen X-ers to millennials and Gen Z-ers.

So, an important part of a social media strategy for platforms like Facebook, Instagram and YouTube is having content (graphic, video, posts) extolling the virtues of those foods, and about the green offering that each establishment has for its diners. It's recommended to incorporate these elements into existing dishes or new ones on the menu, and to promote them on every social network as an innovation in your offering.

Food delivery for social networks

While food delivery and the boom in dark kitchens form part of the trends that grew the most during the pandemic, it's important to identify and have a clear understanding of the most popular platforms like Uber Eats, Rappi and DiDi Food. But it's also worth noting, for example, that a lot of dark kitchens don't necessarily use classic home delivery apps, but rather use direct communication channels on social networks like WhatsApp, Instagram and Facebook.

In any case, it's essential to win over customers with the presentation of the food, which mustn't be impacted by its transportation, so give the utmost consideration to logistics, clear promotional policies, delivery times and portion specifications, etc. Finally, you need personalized and detailed customer service on every social network with order tracking, after-sales service and personalized messages. That will encourage diners to share their food and tag you on their social networks, where the most Instagrammable thing will undoubtedly be the most sought after. If you want to know more about these and other trends, follow our blog for even more content at Simplot México.