MGH, a full-service marketing and communications agency for franchise restaurants and more, released the results of a national TikTok survey about restaurants, which found that 36 percent of TikTok users have visited or ordered food from a restaurant after seeing that restaurant on the platform.
Additionally, 65 percent of TikTok content creators have visited or ordered food from a restaurant after seeing videos posted on TikTok. Of the surveyed users, 55 percent said they wanted to visit the restaurant because the food looked appetizing, and 51% wanted to because the video showed a unique food item.
“As TikTok continues to grow in popularity, many restaurant marketers have been left wondering if the platform is worth the investment. The results of our survey show it is,” says Ryan Goff, EVP, Social Media Marketing Director at MGH. “Often restaurants and other businesses are hesitant to invest in new platforms, but the increasing popularity and breadth of users –coupled with direct feedback from users –demonstrate the power of TikTok and should encourage restaurant owners to add this platform to their marketing mix.”
Other notable findings form the survey:
- More than 45 percent said they would be interested in visiting a restaurant in a different state based on a TikTok video, with 35 percent saying they have already done so
- 38 percent said they wanted to visit a restaurant they saw on TikTok because the video showed a cool atmosphere
- 36 percent said they wanted to visit the restaurant because the TikTok video showed a cool way of serving food or beverages
- Nearly 30 percent cited a great view as the driver for their interest in visiting
TikTok recently announced it hit 1 billion monthly active users globally, making it one of the most-used and one of the fastest-growing social media platforms.