3 days ago
How MENA restaurants drive real engagement and decisions online?
Social media has become the first place to look before booking a table or placing an order. A Cropink study indicates that 72 per cent of people use social media to research restaurants, and 68 per cent check a restaurant's social media before visiting. Yes, TikTok and Reels recommendations work well here, and not only with Gen Zs.
But why? Social media engagement is all about the relationships and trust that digital platforms can build, not simply about food photos.
There are several benefits for restaurants that actively reply to reviews, answer enquiries, and facilitate online ordering. According to a recent study, 71 per cent of customers are more inclined to suggest a restaurant that provides easy ordering and prompt service. And here are other factors that drive real engagement in the MENA's F&B sector.
The power of influencer recommendations
One thing is clear: influencer marketing directly impacts people's dining decisions. For instance, 69 per cent of consumers claim that trusted online personas have an impact on their dining choices. In the Gulf, 80 per cent of GCC users visit restaurants after interacting with TikTok food content, according to the company's 'Anatomy of Appetite' promotion in Saudi Arabia.
RiyadhGrub, a TikTok account devoted to Saudi Arabia's culinary sector, is one notable example of social media success. RiyadhGrub relies on cultural authenticity rather than the highly stylised 'influencer aesthetic'. It uses tight edits, sharp commentary, and a personable tone that appeals to Saudi youth between the ages of 18 and 34. The account has established itself as a reliable cultural translator through cuisine by showing neighbourhood restaurants, sharing their stories, and encapsulating the distinct spirit of Riyadh's streets.
Effective content strategies for engagement
But not all content on social media is made equal. Understanding which formats work best for MENA restaurants can create or break customer engagement. Variety is essential here. The research indicates that videos (26 per cent) and written articles (27 per cent) are two of the most engaging content formats.
Instagram and TikTok dominate the visual landscape, so producing short-form videos and taking Pinterest-like photos are key. From chef interviews and brief dish demonstrations to behind-the-scenes kitchen scenes, visually storytelling encourages clicks, comments, and, above all, table reservations.
Work local
Working with local influencers is another strategy F&B venues could use, not only for exposure but also for credibility. For instance, restaurants can reach devoted fan audiences that already trust these voices by working with well-known food bloggers in Dubai or Jeddah.
Venues can also reach extremely segmented audiences through targeted social media advertising. Serving the appropriate ad to the right customer at the right time is where MENA restaurants see a higher ROI, whether they are advertising a new brunch menu to millennials or promoting a seafood night to residents of coastal cities.
Short, genuine content, particularly that which showcases employees' personalities, regional ingredients, or special offers, performs noticeably better than postings that are too polished or generic. A nicely planned food shot doesn't pique the interest of many places as much as sharing uncut kitchen footage from prep time.
What's next for restaurants in MENA?
AI is already changing how restaurants interact with their audience. The next big step for MENA restaurants is to integrate AI further into their operations and marketing strategies. For example, restaurants may adjust their menus, posting schedules, and promotional efforts by using predictive algorithms, which can forecast consumer behaviour.
The most booming eateries in the MENA are those that view social media as an integral component of their brand experience. They invest in tools that make people's dining experience, tell stories, and modify their content formats according to what makes people click. And this goes beyond a clickbait hook or a title.
By Alexander Ponomarev, CEO of Syrve MENA, Dubai-based all-in-one POS andrestaurant management solutions provider.
