In today's digital age, food critic They have emerged as influential figures in the culinary world and wield power over a restaurant's reputation. With a loyal following and fan base, these reviewers have become an integral part of many establishments' marketing strategies, promoting new eateries and boosting their success.
Some of the most popular food reviewers in Egypt include Foodista Egypt, Food With Soli (Ramy Soliman), Omar's Food (Omar Shabrawy), Cairo Food couple, and The Giraffe Eats. Their content is widely disseminated on platforms such as Instagram, Facebook, and TikTok. Appeared As a representative platform for influencer marketing, it boasts the highest level of popularity among marketers.
The act of reviewing is not limited to Egypt. In the UK, the Food Review Club holds the title of the country's top food critic and is committed to similar food review practices. In the US, Dave Portnoy's One Bite Barstool Pizza Review is a popular channel that primarily focuses on pizza reviews. It's the same story, but in a different context. Nevertheless, both of these examples have in common that they are passionate about food reviews and critiques.
However, this phenomenon is not without its critics. claim The authenticity and quality of the dining experience may be compromised, as the restaurant specifically caters to reviewers. Some critics, who are average Egyptian citizens, are driven by an undeniable love of food and exploration to try new restaurants. They believe this marketing strategy creates a false impression and tricks customers into eating at establishments that may not meet their expectations.
Without a doubt, food critics serve as valuable “sources” of information.marketing toolsThat's especially true for restaurants in an era where social media platforms have revolutionized the way information is distributed.
For example, many famous brands achievement Remarkable success by leveraging influencer marketing campaigns. For example, Dunkin' collaborated with popular TikTok personality Charli D'Amelio, and MAC teamed up with Sabrina Bassoon. According to forecasts by Influencer Marketing Hub, the influencer marketing industry is expected to grow significantly and reach approximately USD 21.1 billion (Egyptian pounds 651 billion) in 2024.
Positive reviews from trusted reviewers create a great buzz and can attract more viewers, leading to increased foot traffic and increased profitability. By leveraging the reach and influence of food critics who can reach up to hundreds of thousands of accounts, restaurants can tap into a broader customer base and gain more exposure.
However, this relationship between food critics and restaurants can compromise the integrity of the dining experience. This is because restaurants typically prioritize the needs and expectations of reviewers, sacrificing credibility and compromising the quality of food and service. This happens because you spend so much effort creating the ideal experience for reviewers, creating a disconnect between reviewer visits and the average customer experience.
a New York Times articleargues that “influencers add new costs to an already volatile and low-margin business, but they won't go away anytime soon, and the authentic ones will drive traffic.” .
Even articles mention Restaurants say they face a dilemma when it comes to dealing with influencers. Some properties will reject requests from influencers who don't meet minimum follower standards, while others may choose to disengage completely. However, opting out requires courage.
This problem extends beyond specific influencers. Restaurant owners understand that their customers can be fickle, and influencers play a key role in directing their followers to their next meal destination. Owners often look disgusted when discussing the latest influencer-related scams, but are they being overshadowed by nearby establishments that are garnering widespread attention for their innovative services? Driven by this pervasive fear, I still find myself reserving free tables for influencers.
This phenomenon often causes discomfort to diners. Was fooledbecause we did not receive the same level of service and outstanding food as portrayed in the reviews.
somewhere else New York Times articleargues that “digital food photography serves not only as a valuable research tool but also as an affordable marketing tool.” Just uploading a snapshot of a new dish can lead to a spike in bookings in a short period of time. Chefs who serve visually appealing, Instagram-worthy dishes often benefit from free publicity from avid diners turned volunteer publicists. These people actively promote their restaurants through their social media posts, effectively influencing potential customers in a positive manner. ”
Many restaurants fall into the trap of prioritizing elaborate presentations and impressing reviewers, creating a disconnect between expectations and reality. Reviewers use this opportunity to showcase visually appealing dishes that will instantly captivate their followers and fans.
As a result, these people flock to restaurants, only to discover that the quality of the food and presentation may not live up to the hype. Over the years, this large-scale marketing pattern has been observed in many establishments, especially those with strong social media presences. These restaurants rely heavily on social media acceptance and cultivating loyal fan bases, which unintentionally contributes to the discrepancy between their portrayed image and the actual dining experience. There is a possibility that
Additionally, food critics like Ramy Soli and Hemida often pride themselves on providing their unbiased and honest reviews. They aim to guide their followers to a great dining experience while maintaining transparency and authenticity.
Is it just the judge's fault? Although not entirely to blame as they make a living from reviews, the main blame for engaging in deceptive behavior lies with the restaurant itself. Food quality and consistency should be a fundamental focus for any establishment aiming to establish a reputable name. Therefore, relying on deception only adds to the uncertainty and damages the restaurant's reputation.
Ultimately, the impact food critics have on restaurant marketing is a complex issue that requires careful consideration. While there is no doubt that their influence can help restaurants thrive, it is essential for both reviewers and establishments to maintain a balance between providing an authentic experience and promoting their services.
Transparency and open communication between restaurants, reviewers, and diners is key to fostering a healthy and trusting dining environment.
To be fair, it's also important to recognize that not everything is like that. restaurant Don't engage in such acts just to please food critics. Many establishments genuinely prioritize providing excellent service and culinary experiences to all customers, regardless of their affiliation with the review community.
In conclusion, the influence of food critics, although seemingly symbiotic, can be deceptive. Concerns about credibility persist, and the dark side of some restaurants manipulating reviews for profit has been exposed. By critically evaluating both sides, diners can avoid deceptive practices and make informed decisions about their dining experience.
The opinions and ideas expressed in this article are those of the author and do not necessarily reflect the views of the Egyptian Streets editorial team.To submit an opinion article, please send an email [email protected].
