TikTok influencing large share of users to visit or dine at restaurants

Survey findings reveal influence of social media platform on real-life dining behavior

Fifty-three percent of US Millennial users on TikTok have visited or ordered food from a restaurant after seeing it on the social media platform. This is one of several key findings revealed by a survey conducted by MGH, a full-service marketing communications agency.

Furthermore, 38% of TikTok users in the US from all generations, according to the survey, have visited or ordered food from a restaurant after seeing it in a TikTok video. This portion of the population equates to about 51.8 million restaurant diners, and it’s clear their behaviors are influenced by the platform.

Data cited by MGH suggests TikTok currently has 136 million users in the United States and 1 billion users around the world.

An additional finding, notes MGH, is that TikTok videos “have prompted users to travel longer distances for new dining experiences, as well as swayed them to spend more money than they usually would on restaurants,” announced the marketing firm. According to the survey, 30% of respondents have traveled longer than they normally do to visit a restaurant after seeing it on TikTok. In addition, 28% have visited a restaurant that was slightly more expensive than the ones they usually visit after seeing it on TikTok.

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“What this survey shows is that this once-dismissed social network, TikTok, has completely changed the way people behave, where they spend their time, and more importantly, how they spend their money,” said Ryan Goff, EVP, social media marketing director at MGH. “TikTok truly is a restaurant marketer’s dream-come-true. There aren’t many other tools we have left in our marketing toolbox that can drive the sort of impact promised by TikTok through this survey.”

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And here is why TikTok users chose to visit a restaurant after seeing it on the platform, per data from the national survey:

  • 72% said it was appetizing-looking food
  • 45% said it was a unique menu item
  • 42% said it looked like a fun place to go with friends or family
  • 38% said it showed a cool way of serving the food or drink
  • 37% said it showed a cool atmosphere
  • 30% said it had a great view

For additional insights on the growing TikTok influence on dining, navigate here.

To learn more about the publisher of this restaurant news site, navigate here.

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