Restaurant marketing agency MGH has revealed the results of a new survey highlighting TikTok’s influence on dining decisions.

The new survey, conducted in November of 1,142 US adults ages 18 or older who watch TikTok, found that 58 percent of users have visited or ordered food from a restaurant after seeing it on the platform – up from 38 percent in a 2022 survey conducted by the agency. Additionally, 64 percent of surveyed TikTok users said they have learned about a restaurant on the platform and 33 percent said they have been interested in visiting a restaurant after seeing videos about it.

When asked how much TikTok influences their choice of restaurants compared to other social media platforms, such as Instagram, Facebook and Yelp, 50 percent of surveyed respondents stated that TikTok was the key influencer.

Many TikTok users are willing to travel longer and spend slightly more at restaurants they discovered on the platform. The survey found that 56 percent of users have traveled longer than they usually do to visit a restaurant they saw on TikTok, and an additional 29 percent said they would be willing to. Fifty-two percent said they have spent slightly more at a restaurant than they usually do after seeing it on TikTok and 42 percent said they would be willing to visit a restaurant that was slightly more expensive than their usual if it looked enticing on TikTok.

What draws TikTok users to particular restaurants? The most important factors, according to the survey:

  • The food looks appetizing (53 percent)
  • The restaurant looks like a fun place to go with friends and family (45 percent)
  • The videos show a unique menu item (40 percent)
  • To see what the buzz is about (38 percent)
  • They trust the person or TikTok account who posted the video (33 percent)

“While TikTok’s future hangs in the balance, the platform's influence on consumers in the restaurant space remains unmatched, and from our previous survey conducted in 2022, we have seen that influence has grown substantially,” says Ryan Goff, executive vice president, chief marketing officer and social media marketing director at MGH. “With consumers willing to travel and spend more -- just for a taste of a specific item or to see what the buzz is all about -- restaurants need to take note and leverage these results to help encourage new visits from customers near and far.”