(SURVEY) TikTok Drives Restaurant Sales

While TikTok’s future may be in question, its impact on dining decisions is undeniable. A recent survey conducted by MGH found that 58% percent of users have visited a restaurant after seeing it on TikTok, up from 38% in a similar survey conducted by the agency in 2022. 58% of TikTok users (170 million) equates to about 98 million U.S. diners.

The survey also found that 64% of users have learned about a restaurant on the platform, and an additional 33% said they have been interested in visiting a restaurant after seeing videos on TikTok about it.

50% of users said TikTok is the key influencer in driving their restaurant choices, surpassing other social media platforms, like Instagram, Facebook, and even Yelp, in driving restaurant selection.

When it comes to travel and spending, TikTok users are willing to travel longer and spend more to visit or try a restaurant they saw on the platform. In fact, 56% of users traveled longer than usually to visit a restaurant they saw, plus an additional 29% said they would be willing to do so. 52% of users shared that they have spent more at a restaurant than they would normally after seeing it on TikTok.

So what drives TikTok users to visit or spend more at dining establishments? Users are influenced by food, fun and buzz! 53% said the food looked appetizing, 45% said the restaurant looked like a fun place to go with friends, 40% answered that videos showed a unique menu item, 38% wanted to see what the buzz was about, followed by 33% who stated they trust the recommendation of the person or account who posted the content.

These survey results demonstrate the growing power that TikTok has on influencing dining decisions, and the immense opportunity that restaurants have to leverage the platform to drive visits, and ultimately sales. For questions regarding this survey or to contact MGH’s social media department, please reach out!

Download the full TikTok Dining Survey Infographic here.

Results were collected on Nov. 13, 2024 and are based on 1,142 U.S. adults ages 18+ who watch TikTok videos. The survey was conducted via the SurveyMonkey Audience Panel by MGH, a full-service marketing agency specializing in TikTok and social media marketing. The survey results have a +/- 2.959% margin of error.