Food and the impact of social media 🍽️ | Counting the Cost

Summary

Social media has become a commercial force in the food industry. Highly shareable dishes can influence consumer demand, product development, restaurant design, and even supply-chain decisions. Food businesses increasingly treat online trends and consumer-generated content as inputs to business strategy—not just as promotion.

Business strategies and playbooks

• Use social data across the supply chain: Track what consumers share and discuss to better align food production and supply with demand.
• Monitor trends and target audiences in real time: Social platforms give companies faster signals about consumer interests and ways to reach specific audiences.
• Feed consumer insights into product development: Online preferences and conversations can help inform which new products businesses create.
• Connect discovery directly to purchase: Link social media and online searches to e-commerce so customers can buy products they see and like with less friction.
• Design for shareability: Restaurants may need to consider food presentation, crockery, table settings, and decor—not only taste—because dining is also a visual experience.
• Treat social media as word of mouth and discovery: Sharing and reviews can validate choices, introduce customers to new experiences, and broaden a product’s reach.

Metrics and examples

• 208 million Instagram posts had used the hashtag “food” since the platform was founded in 2010, according to the report.
• Avocado prices were at their highest level in 19 years during the period discussed; the popularity of avocado toast was cited as one factor.
• Starbucks shares were near all-time highs, with the Unicorn Frappuccino trend described as a contributing factor.
• Cloud eggs, Unicorn Frappuccinos, and avocado toast were cited as food trends made popular through social media.
• A London restaurant was described as opening with an “Instagram-ready” design intended to look appealing without filters.

Key takeaway

Food businesses can use social media not only to market products, but also to detect demand, shape offerings, guide supply, and improve the path from discovery to purchase. The opportunity comes with a need to respond to consumer trends while they are emerging.

Presenters and sources

• Fern Potter, Global Digital Partner at Carat
• Counting the Cost interviewer, not named in the subtitles
• Al Jazeera English, the program source