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40 Percent of Diners Post Photos of Their Meals on Social Media

Tuesday Dec 11, 2018

Four in 10 diners now post photos of their meals on social media when dining out, according to a study.

Researchers who polled 2,000 adults who've eaten out during the past 12 months found the likes of Instagram and Facebook play a key role when going out for a meal.

The trend is most prevalent among Millennials - more than a quarter of those aged 25 to 34 upload images of their food with the aim of impressing friends and followers.

And 42 percent share images through social media in order to recommend nice places to eat out.

Around a fifth of all diners are so enthusiastic about their dinner pics they would like more restaurants to install lighting filters on table tops to make photos look better.

Commissioned by Barclaycard, which has developed a prototype app called 'Transplater' — it features pics of unfamiliar ingredients along with descriptions so diners know what they're ordering.

Kirsty Morris, director at Barclaycard Payment Solutions, said, "Simply being active on social media is no longer enough for restaurateurs, they also need to consider the quality of their content to avoid missing out on potential customers. Not only are diners using social as a research tool to decide where to eat, they are also integrating it into every part of their experience."

"This is particularly true of younger audiences; whether it's taking pictures of meals, checking reviews or wanting to book directly from restaurants' Instagram or Facebook accounts, there's clearly a new social order for eating out," Morris continued.

The research also found more than fifth of those polled check both a restaurant's online menu and social media accounts before choosing whether to book a table there.

Twenty-one percent visit restaurant websites and their social media accounts to see what the food looks like in advance.

Online presence is so important that 15 percent of diners won't visit restaurants that have no social media presence or menu to view online.

Further to this, 28 percent would like to be able to book a restaurant through Facebook and Twitter.

Carried out through OnePoll, the research also found nine in 10 don't always recognize the dishes on restaurant menus.

But a quarter are too embarrassed to ask service staff for help.

Giulia Mulè, food photographer and founder of Mondomulia, said, "Barclaycard's research shows just how powerful social influence is on dining decisions. As well as needing a social presence to get customers through the door, restaurants should also think about improving the aesthetics of their venue if they want to stand out on Instagram feeds."


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