The ‘Gram eats first – or does it?

Let’s face it, social media has become the unofficial restaurant reviewer, menu board, and food stylist – all in one. Whether it’s a perfectly plated meal or a beautiful space, the South African restaurant scene is being shaped by what looks good online.

But what do the numbers say about our dining habits in the age of Instagram and TikTok? We dove into some survey data to find out – read on to see what’s trending!

Is it all about the ‘Gram?

As it turns out, we’re pretty particular about where we dine out, and it’s not just about the food.

A whopping 44% of South Africans love trendy, Instagram-worthy decor.

You know, the kind of spot where every corner is begging for a selfie. Another 52% think it’s a nice touch, but not essential for their dining experience. The remaining 4%? Well, they’re in it purely for the meal – the phone stays firmly tucked away.

What gets us talking?

Sure, a photogenic spot might grab your attention, but when it comes to recommending a restaurant, we’re happy to see that food is still king.

According to our survey, 59% of diners say they would recommend a place based on the food being delicious.

But, what if a restaurant’s got both good food and an Instagrammable ambience? That’s a winning combo for 36% of people. Only 1% would recommend a restaurant purely based on the aesthetics, so while the ‘Gram may draw people in, it’s what’s on the plate that keeps them coming back.

Booking a table thanks to social media

Scrolling through your feed and stumbling upon a restaurant’s perfectly curated page can do wonders for their booking numbers.

A solid 63% of respondents say that a restaurant’s social media has inspired them to make a reservation.

Another 29% have booked once or twice thanks to some tasty-looking posts, while only 8% of us appear to be immune to the allure of drool-worthy social media content.

Food pics or dig right in?

If you’re one of those who can’t start eating until you’ve snapped the perfect food shot, you’re not alone.

About 32% of South Africans confess they take a photo of their meal every single time.

Another 57% only reach for their phone if the meal is particularly spectacular. As for the rest, 11% skip the photo op entirely and just dive straight in!

Sharing the love (or the meal)

Social media isn’t just about capturing the moment – it’s also about sharing it. While 34% of diners always share their meal or restaurant experiences on socials, 48% only do so occasionally. Still, 18% prefer to keep their dining adventures private, enjoying the moment without posting it to the world.

The “wow” factor

When it comes to experiences that make a restaurant truly memorable, there are a few top contenders amongst Dineplan foodies. Here are the top five dining experiences that “wow” us – before we even take a bite:

So, what’s the verdict?

Whether we’re snapping pics, booking tables, or sharing our experiences online, social media is undeniably shaping the way we dine out. But it’s good to see that food still reigns supreme.

That said, restaurants that can master both excellent food and Instagram-worthy aesthetics have the upper hand in this digital age of mass content creation.