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From click to lick: OpenTable reveals the social media and technology trends fuelling Australian diner appetites

September 29, 2017 Apps No Comments Email Email

New research from OpenTable, the world’s leading online restaurant reservation platform, has revealed that Australians are increasingly turning to social media and technology to help shape their dining experience, with one-in-three Australians (31%) admitting to dining at a restaurant just so they could order a particular dish that they’ve seen on social media.http://www.lagunaphuket.com/events/event.php?event=3

According to OpenTable’s Social Dining Trends research, more than three million Australians have dined at a restaurant specifically to post about it on their personal social media channels, and 1.8 million are making decisions about what to order when dining at a restaurant based on the information they find on social media.

Lisa Hasen, Vice President for OpenTable, APAC, said: “With restaurants creating dishes that are good enough to tweet and not just eat, it has given birth to a new breed of ‘digital diners’ – social savvy foodies whose thirst for the hottest restaurant, funky bar and delicious dish leads them to trawl their social feeds in search of the next great experience.

“As a result, we’re seeing restaurants emphasise the way in which food is being plated up, as well as the design concepts and the styling of dining spaces to make eating out a very visual and memorable experience. In doing so, more diners are taking to social media to not only share reviews on the food, but the overall dining experience and environment.”

Gen Y are more likely to use social media to make decisions about what to order when dining at a restaurant through the information they find on restaurant’s social media channels, hashtag researching and food blogs (21% compared to 9% of Gen X and 4% of Baby boomers).

Similarly, Gen Y are also much more likely than Gen  X and Baby Boomers to have dined a restaurant so they could order a particular dish that they’ve seen on social media (52% compared to 26% and 11% respectively).

To further uncover the habits of today’s digital diners, OpenTable has released the finding from its annual Tech and Dining Survey which delves into the technology-based dining trends embraced by its Australian customers. Findings revealed that Facebook is Australian diners’ preferred social media channel (59%) to connect with restaurants or chefs, followed by Instagram (45%) and Twitter (16%).

The report also found that nearly half of Australians diners (49%) check-in at the restaurant’s location via social media; two-in-five share their experience on social media with commentary (42%) or photos (50%); and over a third (38%) admit to tagging the restaurant and/or chef on social media.

As technology has made it even easier for Australian diners to share their experiences at the click of a button, it’s interesting to see how dining etiquette has evolved with mobile phones more likely to than not join diners at the table.

Research shows that diners tend to be on their best behaviour when dining with others at an upscale restaurant. More than half (57%) of diners highlighted they would rarely or never touch their phones when dining out with others at a fine dining restaurant, compared to 34% at a fast food or counter service only restaurant.

With more than two thirds (65%) of diners admitting to taking a photo to share on the feeds purely to remember the experience, and with a quarter posting a review whilst still at the restaurant, there are ample opportunities for restaurants to tap into this digital craze.

Hasen continued, said “As the digital diner continues to evolve, restaurants can make simple changes to help capitalise on the trend, from techniques such as creatively plating up dishes or introducing a quirky cocktail, to making sure restaurants hashtags and social properties are prominent. Even small changes like reviewing light exposure over dining tables to maximise photo content can help lure new diners into your restaurant and help amplify your restaurants’ brand within the digital community.”

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