Buzz
We’ve all witnessed it, endured it, and let’s face it, we’ve probably been guilty of it ourselves—those rude foodie habits. But there’s nothing quite as unsettling to a restaurateur as a food influencer with significant power these days.
In a world where the phrase 'the phone eats first' dominates, the survival and success of a restaurant is just as dependent on the buzz created by content creators as it is on the opinions of traditional food critics. With ever-evolving algorithms and a social media landscape that shifts rapidly, many restaurant owners are hesitant to publicly express their frustrations with influencer culture that they wish could be altered.
As more creators enter the space every day, setting clear best practices has become more crucial than ever. Establishing guidelines for conduct and managing expectations are essential steps in restoring a balance of power that benefits both sides. So, we asked restaurateurs, chef-owners, and top content creators themselves about the key things they wish new foodie-influencers understood before embarking on their journey. Here are the insights they believe can make a significant difference.
Ease up on the ring lights
In many restaurants, lighting is part of the atmosphere, intentionally dimmed to set a particular mood. However, this kind of lighting isn’t ideal for photography, which is why ring lights have gained so much popularity among both professional and aspiring influencers.
“When used with respect, halo lights are fantastic for capturing stunning photos of our dishes,” said Pano I. Karatassos, a cookbook author, executive chef at Kyma, and president of Buckhead Life Restaurant Group in Atlanta. But respect is the critical word here.
Michael Kunz, general manager of The Select in Sandy Springs, Georgia, shared, “When we work with professional influencers, we know they’ll be considerate of other diners and won’t use flash or lights in a disruptive way. If we haven’t collaborated with them before, we kindly ask that they keep our guests’ experience a priority, regardless of their influence or follower count.”
“There’s a right time and place,” noted Mel Toledo, acclaimed chef-owner of Foundation Social Eatery in Alpharetta, Georgia. He pointed out that we can’t always know why guests are dining that night. While the lights might be enhancing your experience, “It could ruin a wedding proposal moment!”
“We understand and appreciate that influencers have a job to do, and all we ask is that they extend the same courtesy to us,” said celebrity chef Kevin Gillespie. However, for his Scottish Southern fine dining restaurant Nadair, he emphasized, “Many of our guests have saved up for a special occasion, and I don’t want their experience interrupted by the bright lights and extra demands of an influencer. I take my work seriously too!”
“Leave the lights at home or use them sparingly,” agreed Farshid Arshid, a partner at UMI and Himitsu in Atlanta, both known for their intimate, dimly lit atmospheres. The contrast between lighting extremes can harm the eyes of guests and staff who have already adjusted to the environment, posing a safety risk.
Expert Advice: Toledo’s simplest tip: “Just ask for a spot with better lighting for your needs,” and the staff will try their best to assist. Ady (Wright) Meschke, co-founder of the content creator coaching program Influencer Fast Pass and the lifestyle blog Verbal Gold Blog, encourages her students to plan ahead. “Being mindful and courteous is key. I prefer quieter times and areas, and always request to be seated away from others so I don’t disturb them, rather than choosing a prime spot in the center.”
“When using the light, I position it facing down toward my lap, quickly snap the shot, and turn it off immediately. It’s essential not to direct it at anyone or leave it on while reviewing your photos. I know this sounds basic, but you’d be amazed,” she explained.
“Another tip I discovered… is to use your phone’s screen brightness instead of the flashlight. Turn the brightness all the way up and use it to gently light the plate. It’s a much softer glow!”
Don't insist on getting special access
The rise of professional influencers has sparked a dynamic shift in the food industry, but it has also created an environment where guidelines and expectations are still unclear. This is why Kunz emphasizes the importance of setting clear agreements from the outset — detailing what the influencer is expected to provide, what the restaurant will offer in return, and so on.
There are various ways content creators may interpret these expectations. Demanding free food in exchange for content or threatening negative reviews if the restaurant doesn’t comply — as many small businesses in the Tri-State Restaurant Club Facebook group have reported over time — is not the right approach.
It's also not appropriate to ask for things outside your niche. When these requests are denied, it's not personal—it's simply a business decision. Arshid explains that sometimes his establishments can't accommodate an influencer if they discover the influencer is “not really our target audience or doesn’t align with what we do.” Just like any other marketing effort, it’s not logical to invest if the message isn't aimed at the right people.
Furthermore, “a plus one is typically what we offer,” says Toledo, and this is generally the norm for most collaborations. “In the past, we've received requests to include a child, which we honored — after all, little ones need to eat too!” However, a table for two (rather than a large group) has become the preferred arrangement for restaurant owners, publicists, and influencers, as it allows for focus on the task at hand.
You still need to tip for a complimentary meal
A common issue between restaurant staff and content creators revolves around tipping practices. Many newcomers don't realize that gratuities aren't included in comped meals or experiences. The service staff, often treated as VIPs, work extra hard to provide excellent service and accommodate special requests tied to the creator’s work. This extra effort requires additional time and labor, as well as tips that a typical paying table would leave. Anonymous waitstaff at upscale restaurants in Atlanta have shared their frustration over this misunderstanding, noting how surprised and thankful they are when content creators leave appropriate tips.
Numerous restaurants and PR agencies have begun including tipping guidelines in their media invites to educate influencers on the importance of tipping. Kinz mentioned that at The Select, “We do ask influencers to be responsible for tipping their servers when dining independently,” meaning without a member of the marketing team or publicist present.
Pro Tips: Meschke advises, “Tipping the staff is essential, especially when they go above and beyond to ensure we have a great experience. As content creators, we often ask staff to do things like bring dishes in a specific order, hold drinks a certain way, or even appear in our content. Their cooperation and adaptability significantly impact the quality of what we create, so tipping is a non-negotiable gesture of appreciation.”
“Even if we’re there to promote the restaurant, the staff — particularly servers — don’t directly benefit from the exposure,” she continued. “Many of them depend on tips for a large portion of their income, so generous tipping is how we show respect for their hard work.” This typically means at least 18%, based on standard tipping rates.
Don’t order more food than you can actually finish
It's a common sight to see large spreads of food dramatically arranged across tables, but often, not all of it gets consumed, leading to food waste. This trend of excessive food for the sake of dramatic photos is a growing concern for restaurants, particularly with the rising costs of food, food waste, and food insecurity.
“We encourage our influencer guests to enjoy the full experience at Buckhead Life, but we also ask them to order only what they can genuinely appreciate,” said Karatassos.
“Food is meant to be savored, not just staged for photos. I always ensure that I’m genuinely enjoying what I’m showcasing. Authentic, relatable moments are what resonate with people, because let’s face it — no one wants to see something overly manufactured,” added Meschke.
Along with the responsibility for authenticity comes the need to fact-check. “Ask questions! Please!” urged an anonymous manager. “We want to share food stories and explain the dish, its inspiration, and the thought behind it.” Toledo warned that inaccuracies could quickly become a nightmare if they spread.
Meschke, for her part, is particularly interested in learning about the context. “Whether it’s a restaurant with decades of history or a signature dish, I love sharing the backstories,” she said.
“As creators with a platform, I believe we have a responsibility to provide accurate information and a well-rounded perspective, especially when our community is making travel or experience decisions based on our recommendations,” Meschke added. “I always make sure to fact-check and research the places I visit to ensure they have good reviews and no red flags.”
That research can involve looking into history, ethics, sourcing, labor practices, and other factors beyond just food. “Over the years, I’ve built trust with my audience, which is why I’ll turn down trips if they don’t meet the standards my community expects.”
This article was originally published on HuffPost.
