At Appetite, we work closely with hospitality businesses across the UK, and we’ve seen firsthand that while social media buzz can create a spike in interest it isn’t always the silver bullet it seems. Here’s why:
Virality Creates Visibility, But Not Always Action
A viral post can skyrocket your brand, but views and likes don’t automatically mean people are booking tables. Viewers can come from all over the globe, or they’re just engaging for the aesthetic. In fact, according to Sprout Social, 68% of consumers follow brand for entertainment, not necessarily to convert to paying customers.
One-off Hype vs. Long-Term Loyalty
Viral moments are often exactly that: moments. A trending dish might fill your restaurant for a week to two, but without a strategy to capture those customers and keep them coming back, the buzz fades fast. Consistency, great service and memorable experiences are what build regulars, not just followers.
It’s hard to track ROI
Without a clear call to action or a seamless way to convert social engagement into customers, it’s tricky to measure the tangible impact of viral content. Data-driven platforms like Appetite help bridge this gap by giving restaurants insights into how digital exposure actually translates into footfall.
So, what actually does drive customers?
Engaged local audiences, targeted offers, and strong word-of-mouth within relevant communities consistently outperform broad, viral moments when it comes to generating bookings. Features like our Appetite Drops, and Community Recs (Coming Soon) foster genuine interest from people who actually intend to visit.
Going viral might boost your followers, but it doesn’t always guarantee bums on seats. Sustainable success comes from blending smart digital strategy, hyper-local engagement, and data-backed decision-making.
Appetite’s here to help restaurants tap into the right audiences and turn interest into covers - whether or not you’ve had your viral moment yet.
