The Rise of Social Media as the Go-To for Food Recommendations

In today’s digital-first world, more people are turning to social media for food recommendations rather than relying solely on traditional guides like the Michelin Guide. With platforms like TikTok, Instagram, and YouTube becoming key discovery tools, food influencers are shaping how consumers explore new restaurants, bars, and cafés.

Recently, Beckii Flint, Director and Co-Founder of Pepper Studio, joined BBC Radio 5 Live with Tony Livesey to discuss this shift and how influencer marketing is playing a crucial role in food and beverage branding.

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Why Do People Trust Social Media Over Traditional Food Guides?

1. Personalised & Curated Feeds

Unlike fixed rating systems, social media allows users to curate their own algorithm, tailoring their feed to match personal tastes, budget, and dietary needs. Whether searching for the best vegan brunch spots or budget-friendly fine dining, personalised content provides more relevant recommendations than one-size-fits-all food guides.

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2. Peer-to-Peer Recommendations Feel More Authentic

Consumers increasingly trust influencer recommendations because they feel more like peer-to-peer conversations rather than formal reviews. Seeing real people share their dining experiences through videos, photos, and live reactions creates a more relatable and trustworthy form of restaurant discovery.

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3. Better for Dietary-Inclusive Recommendations

Traditional food guides don’t always make it easy to find gluten-free, dairy-free, halal, or plant-based dining options. Social media, however, allows users to find restaurants that cater to their dietary needs through hashtags, influencer reviews, and niche community-driven content.

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4. TikTok is the New Search Engine for Food Lovers

Platforms like TikTok and Instagram Reels have revolutionised restaurant discovery. Viral food reviews regularly lead to queues outside once-hidden gems, proving the power of short-form video content in driving foot traffic and brand awareness.

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Is Social Media Replacing Michelin? Not Quite - But It’s Evolving the Industry

The Michelin Guide has long been a symbol of culinary prestige, but for many consumers, Michelin-starred dining can feel exclusive and unattainable. With the rise of social media, food discovery has become more democratic, allowing smaller, independent restaurants to gain visibility without needing formal accolades.

Beckii Flint highlighted that rather than replacing Michelin, social media offers a complementary approach, where both established fine-dining institutions and emerging food spots can thrive.

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How Influencers Maintain Credibility in Food Marketing

At Pepper, our team works with some of the biggest names in food and beverage - including Pernod Ricard, La Boulangère, and Kenco - helping brands connect with audiences in a way that feels authentic and credible.

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One of the most common concerns in food influencer marketing is credibility. While some influencers receive complimentary meals or payments for reviews, many maintain trust by:

✅ Returning to restaurants unannounced to see if the experience remains consistent when they are paying as regular customers.
✅ Turning down partnerships that don’t align with their values - in fact, Pepper Studio believes that the most powerful word an influencer can say is “No”, as it demonstrates integrity.
✅ Being transparent about paid partnerships and always disclosing when meals or trips have been gifted.

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The Future of Food Marketing: Social Media & Michelin Can Co-Exist

Rather than being in competition, Michelin and social media can work hand in hand. The industry is evolving, and digital platforms are providing new opportunities for both high-end restaurants and emerging food businesses to reach audiences in a way that is more engaging, inclusive, and authentic.

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Expert Influencer Marketing for Food & Beverage Brands

As a leading influencer marketing agency, Pepper Studio specialises in helping food and beverage brands connect with the right creators to drive real engagement and build consumer trust.

📩 Get in touch with Pepper today to learn how influencer marketing can elevate your brand.

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