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Social content is important for business owners too.
Readers who have been following this influencer series for some time likely already know that social media content creators are becoming increasingly vital to the popularity and longevity of restaurants.
But what happens when these two worlds collide?
Meet the growing group of operator-influencers: the social media content creators that also own restaurants.
Public relations agency Belle Communication has built Brilli, an influencer insights tool that surveys influencers on trends that they and their followers are seeing or want to see from restaurants and food operators.
This month, Belle Communication surveyed four operator-influencers about their dual-career journeys, how they built their audience, and the effect that Internet popularity has on their restaurant businesses.
“Guests are showing up to restaurants and saying, ‘I saw you on Instagram,’” Kate Finley, founder and CEO of Belle Communication, said.
“That’s happening more and more.
Whether it’s an operator’s own content or a local foodie sharing their experience, people are choosing where to eat based on what they see online.
Having a social media presence is no longer a nice-to-have in restaurant marketing; it’s a must for visibility and traffic.”
There is no one-size-fits-all journey to becoming an owner-influencer.
Among the content creators surveyed, there was an even split between those who began their careers as content creators before opening restaurants and those who established restaurants first before developing their social media presence.
“I was definitely a chef first: I went to cooking school at the age of 13 when there wasn’t any social media or internet,” Romain Avril (@chefromainavril) said.
“When social media was just photos, I feel everyone had this perception of me as a French Michelin background chef that was serious and arrogant and that wasn’t me at all.
So, when video was introduced, I thought ‘how can I create content that has some sort of comedic relief that is still associated to food where I can show my personality?’
And that’s how I started creating more light-hearted series like ‘Trash It.’”
Meanwhile, Lin Smith Jerome (@lin_smith_jerome) started off as a content creator before opening her first restaurant, Café Lola, in Las Vegas.
She said she opened the restaurant with “a content mindset,” and wanted to create photogenic and experiences for guests.
For Jerome, content creation is embedded into her workday as an operator, and both are just as important aspects of her business.
“I treat content creation like any other part of the business—it gets blocked into my calendar just like a construction walk-through or investor meeting,” Jerome said.
“I also batch film and repurpose wherever I can.
I’ll shoot lifestyle content during a site visit, or turn a design install into a behind-the-scenes reel.”
Every content creator surveyed said that their online presence has an offline effect on their brick-and-mortar business—from people recognizing them from Instagram to guests coming in to their restaurants because they’re a fan of their content.
“It’s a little hard to gauge, but I would say it has definitely brought in more people,” Ben Diaz (@chefbendiaz), owner of Tacos el Chapin and CBD Cuisine, said.
I constantly get a stream of guests coming in saying, ‘I came in because I saw you on Instagram/YouTube.’
It’s a bit of a strange feeling, like, is this real?”
Anthony John Scardino (@professorpizza) decided to invest more in content creation after seeing his online success boost business for his Chicago pizzerias, West Town and Old Town.
Content creation is a commitment, which means investing in the proper equipment and understanding the algorithms.
“I used to hate leaning my phone against something while trying to find the perfect angle to capture me making a pizza because it felt more like a production,” Scardino said.
“Then when I got a basic tripod, it made the process more approachable.
… Consistency is key.
The more video you can do to support the current algorithm, the better.
When I was first growing, I’d go live at the same time every day for the same amount of time.
Consistency also means using the same background or setting.
It helps build familiarity and an organic following over time.”
Content creators who are also business owners have the unique opportunity to grow a b2b following that’s not just a regular consumer audience.
Most of the influencers surveyed said that their audiences are a mix of chefs, home cooks, restaurant owners, and regular people who love following food content on social media.
“My following was male chef-heavy at the beginning, but it’s always evolving depending on what videos of mine become popular,” Avril said.
“As a French man, I have less than 1% of a French following.
A majority of my following is in America, so I have to think about what Americans will be drawn to.
Some people are there for the food and some people are there for the comedic relief.
Some are chefs and some are at-home cooks.”
One of the most important aspects to transitioning into content creation is to share your story authentically.
Jerome said that sharing her story online has translated into real-life opportunities and collaborations that she would never have run into otherwise.
“Every time we post a new buildout or launch event, we see a spike in inquiries and press, so the ROI is both measurable and long-term,” she said.