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Restaurants and TikTok

Jay Bandy • November 15, 2021

Restaurants are Building their Popularity Through TikTok

Social media allows real-time reaction and feedback from customers. A majority of U.S. consumers use social media to search for new businesses, discover new people, and to post their thoughts on a company.1

Restaurant business owners know how important social media is, which is why many are promoting their businesses through Instagram and Facebook. However, they should also look towards building their presence on an app called, TikTok.

Many restaurants around the United States have drastically increased in popularity, some are even willing to travel to these restaurants. A restaurant in Denver, Colorado has increased in popularity due to one TikTok posted by a customer.2

The video was only one minute long without any narration. However, this was all the people needed – good visuals and a trending song will have people wanting to try out your restaurant.

What is TikTok?

TikTok is a short-film video app in which users are able to create 15-second and 60-second videos. Recently, the developers have also added a 3-minute recording feature as well.

Since TikTok’s launch in October of 2018, the app’s popularity has been growing tremendously with more than over 732 million monthly active users, as reported in 2020. The app is expected to grow more this year with the estimate of over 1.2 billion users.3 Videos posted on the app can easily go viral through the “For You” page.

What is the “For You” page?

The “For You” page, is the first page users land on when opening the app. The “For You” page shows users videos that the app thinks the users may enjoy. This is based on the videos they have saved, liked, commented on, or watched repeatedly.

The use of hashtags to gain visibility is key. On TikTok, millions of users use hashtags to get featured onto the popular “For You” page every day. TikTok firsts suggest the most viral trending hashtags as a suggestion before you type in your own.4

Gen-Z users on TikTok

Restaurants need to be aware that the audience on TikTok is very different from their audience on Instagram and Facebook. The majority of Gen-X are on Facebook, and Millennials are mostly on Instagram, slowly moving towards Facebook. The majority of TikTok’s users are Gen-Z.

Those born in Gen-Z are more culturally, racially, and ethnically diverse.5 They are branching out of their comfort zones to do something they wouldn’t normally do or try a food item from a culture they want to learn more about.

Because they are a more diverse generation, Gen-Z are less forgiving than the other generations before them. They are more open-minded and are more cautious of what they say and do on social media. They do not tolerate ignorant or insensitive comments.

If someone, or a business, does something that is out of their general moral compass, they will be quick to “cancel” them.

Marketing towards Gen-Z on TikTok

Gen-Z is the largest percentage of users on TikTok. The majority of the influencers on TikTok are Gen-Z as well. Each app caters to its own set of users and Gen-Z differs greatly from previous generations.

Marketing your restaurant through TikTok is a great idea if you want to reach a large, influential generation like Gen-Z. Word on TikTok can spread like wildfire. There are many products and restaurant review TikToks that have gone viral on the app from regular consumers.

There are many food reviewers on TikTok that have helped restaurants gain popularity and recognition. Many TikTok videos made by regular consumers can get up to 500k likes and over 1M views. Getting help from these food reviewers in your restaurant’s area is crucial to the success of your business and it helps you gain a new target market as well.

However, with Gen-Z, you must be able to capture their attention and make it interesting enough for them to stay and watch your videos. According to Stacy Wood, a Langdon Distinguished Professor of Marketing, at North Carolina State University, she states that there are four trends in which define Gen-Z as consumers.

The first trend is that Gen-Z consumers prefer to focus on innovation. Second, they like convenience. Third, they have an underlying desire for security. Lastly, they tend to go towards escapism.6

How to market your restaurant through TikTok

Getting your video on the “For You” page should be what you should focus on when making TikToks for your restaurants. How do you get to the “For You” page? Below are the ways in which you can successfully market your restaurant on TikTok and make it on the “For You” page.

Users on TikTok want to see what’s trending. A trending dance video or talking about a trending topic will intrigue them.
Make the first 5-seconds of your TikTok eye-catching. Users on TikTok usually have short attention spans and are mostly impatient. When you’re making your videos, get straight to the point and use colorful, bright visuals to capture their attention.

Make sure the video isn’t blurry, and if you aren’t speaking, make sure to use a popular sound that is trending on TikTok. Using trending sounds on TikTok is crucial to getting your video on the “For You” page. TikTok shows users videos on their “For You” page if the video contains a sound that was on a video they have liked, commented on, or viewed before.
TikTok users also utilize slang and jokes more often than those on Instagram or Facebook. It is an app where users are supposed to be funny and open. Let loose in your videos and make them fun to watch. However, make sure the jokes are not offensive.

Finally, the use of hashtags. As stated before, hashtags are critical to helping your videos go viral. The most popular hashtags users use are the ones that TikTok recommends first and then followed up by: #fyp and #foryoupage. If you want to capture those foodies, make sure you use the hashtags #foodie and #foodtiktok.

Users on TikTok are always categorizing their “For You” page. For example, there’s “straight” TikTok which means that their page is full of viral dancing videos. There’s “anime” TikTok, “alt” TikTok, “Mom” TikTok, and more. So, using hashtags for a specific category is key to getting your videos to the right people.
References

https://coschedule.com/blog/benefits-of-social-media-marketing-for-business
https://www.denverpost.com/2021/09/09/denver-domo-japanese-restaurant-viral-tiktok/
https://influencermarketinghub.com/what-is-tiktok/
https://neilpatel.com/blog/tiktok-fyp/
https://www.pewresearch.org/social-trends/2020/05/14/on-the-cusp-of-adulthood-and-facing-an-uncertai...
https://iei.ncsu.edu/wp-content/uploads/2013/01/GenZConsumers.pdf

By Jay Bandy August 24, 2025
The Phenomenon From Baby Boomers to Gen Z: A Generational Divide The current decline in alcohol consumption is not a fleeting trend but an accelerating, long-term generational shift. A Gallup poll shows that the percentage of American adults who report drinking alcohol has fallen to 54%, the lowest point in three decades. This trend is particularly pronounced among the younger generation. According to research, the share of adults under age 35 who drink has dropped by 0 percentage points, from 72% in 2001-2003 to 62% in 2021-2023. This suggests that today’s young people are the least frequent drinkers in recent decades. These changes are starkly reflected in consumer spending data. In 2021, U.S. Gen Z consumers spent just over $2.2 billion on alcohol, the lowest amount compared to all other age groups. Further reports reveal that 21.5% of Gen Z abstains from alcohol entirely, while 39% consume it only on occasion. Additionally, Gen Z consumes about one-third less beer and wine than previous generations. These figures not only validate a bar owner’s concerns but also signal that the traditional “party-hard” model is becoming obsolete. This is not a temporary fad but a lasting trend that requires a fundamental business model adjustment. Taking a Different Path: The Unexpected Impact of Economic Factors When exploring the reasons for Gen Z’s reduced drinking, a commonly overlooked factor is the economy. While many attribute the shift to changing values, a senior beverage analyst at a drinks company put it bluntly: “Gen Z ain’t got no money”. Compared to previous generations, today’s young people have lower incomes, less stable employment, and many have yet to reach the legal drinking age. Their disposable income is naturally limited. Interestingly, data indicates that Gen Z spends the same proportion of their after-tax income on alcohol as Millennials did at the same age. This suggests that Gen Z isn’t inherently averse to drinking; rather, they simply have less money to spend. For bar owners, this means the challenge isn’t just about “selling alcohol” but about convincing consumers that, within a limited budget, “going out for a drink” is a worthwhile and high-value experience. This forces businesses to reconsider their value proposition: Are they selling a beverage or an unparalleled social experience?   The Drivers Health Above All: Prioritizing Physical and Mental Well-being Gen Z’s focus on physical and mental health is at an unprecedented level. They are more aware of alcohol’s negative effects than previous generations and see it as a potential health risk. A Gallup poll found that 53% of U.S. adults now believe moderate drinking is harmful to health, a view driven primarily by young people. Two-thirds of respondents aged 8 to 34 hold this view. Crucially, mental health awareness plays a central role in this trend. While Gen Z reports higher rates of anxiety and depression, they are also more willing to seek professional psychological help. They openly discuss their sobriety journeys on social media platforms to manage their emotions and cope with stress. For this generation, alcohol is no longer a tool for “relaxing” or “de-stressing.” Instead, it can be a stumbling block to emotional stability and quality sleep. In fact, 34% of Gen Z cite mental health as a reason for abstaining, and 46% say they are “simply not interested in drinking”. Therefore, bars can no longer position themselves solely as places of “indulgence” but must adapt to consumers’ pursuit of “self-care” and “wellness.” The Digital Footprint and the Desire for “Control” The digital age has fundamentally altered the rules of socializing for young people. The ubiquity of smartphones and social media creates a constant state of digital surveillance. In 1991, 64% of U.S. high school seniors had been drunk at least once, but by 2024, that figure had dropped to just 33%, with two-thirds of the decline occurring after 2012, the year smartphones became widespread. Today, the risk of leaving a “digital footprint” after getting drunk has evolved from a social faux pas into a permanent public record that is impossible to erase. This pushes Gen Z to be more cautious in social settings and to “maintain control and avoid embarrassing moments that might be documented online”. This desire for “control” stands in stark contrast to the “indulgence: mentality of previous generations. If bars continue to promote a “binge drinking” culture, they will be out of sync with Gen Z’s core values. Instead, creating an environment that encourages safe, mindful consumption and offers curated social experiences will meet their new demands. The Shift in Socializing: From “Drinking” to “Doing” Gen Z’s social life is being redefined. They prefer to socialize at home or at friends’ houses rather than at traditional bars and nightclubs. They are actively creating “activity-centered” social patterns, such as escape rooms, rock climbing, pottery classes, or immersive art exhibitions. In addition, “wellness-focused gatherings,” such as yoga classes and “sober raves,” are increasingly popular among Gen Z. These activities all provide an interactive environment for people to connect without relying on alcohol. The bar’s status as a social venue is facing unprecedented competition. It is no longer the only “place to go” and must now compete with a wide range of engaging activities. Successful bars need to transform their space from a simple drinking spot into a social hub that offers unique, non-alcohol-centric experiences. The business model must shift from selling beverages to selling a curated social experience. The Unexpected Impact of Demographics A subtle, but often overlooked, factor is a fundamental demographic shift. Traditionally, men, especially white men, have been the main drivers of alcohol consumption volume. However, their share of the drinking population is declining, being replaced by women and people of color—two groups that have historically consumed less alcohol. Today, women make up most alcohol consumers under the age of 25, and their average consumption is only half that of men. Furthermore, Gen Z is the most racially and ethnically diverse generation in U.S. history. This indicates that even if individual drinking habits within each demographic group remain unchanged, overall, per-capita alcohol consumption is bound to decline due to these population shifts. This is a structural, permanent challenge, not just a change in consumer sentiment. Key Drivers of the Sober Shift Health & Wellness Awareness of negative health effects; connection to anxiety and depression; viewing sobriety as a form of self-care. Economic Factors Lower disposable income; price sensitivity; a desire to save money. Digital Culture Fear of a permanent digital footprint; desire to maintain control; normalization of sober culture on social media. Social Norms & Demographics Shift to activity-centered socializing; rise of non-alcohol-centric events; a demographic shift towards groups who historically drink less (women, people of color).   The Strategy Rethinking the Product: Embracing the “No & Low” Menu Gen Z’s beverage choices reflect their preference for novel flavors and convenience. Studies show that spirits and Ready-to-Drink (RTD) products are the most popular categories among Gen Z, while traditional wine and beer have a mixed outlook. More than half of Gen Z drinkers “often or sometimes” choose non-alcoholic beers, mocktails, or low-ABV cocktails when socializing. Non-alcoholic beers like Heineken 0.0 and Guinness 0.0 are even considered “trendy” brands by Gen Z. Therefore, a bar’s inventory model must expand beyond traditional alcoholic beverages. Bars should position themselves as “beverage destinations,” not merely “alcohol providers.” Specific suggestions include: • Develop a premium mocktail program: Offer complex and visually appealing non-alcoholic cocktails to satisfy Gen Z’s desire for flavor exploration. • Curate a selection of non-alcoholic and low-ABV options: Create a diverse menu of non-alcoholic beers, spirits, and low-alcohol beverages. Highlight “better-for-you” qualities such as natural ingredients, organic fermentation, or functional ingredients like vitamins and adaptogens. By making non-alcoholic beverages a premium, core product line, a bar can directly meet Gen Z’s demand for health, self-care, and flavor innovation. Redefining the Venue: From “Intoxication” to “Experience” The shift in Gen Z’s social patterns requires bars to reimagine their reason for existence. If a bar is just a place for “drinking,” it will be unable to compete with at-home gatherings and new types of event venues. A bar must transform itself from a simple drinking spot into a place that offers a unique social experience. • Host activity-based social events: Organize regular weekly or monthly events centered around activities, such as trivia nights, board game nights, live music performances, or mixology workshops. • Cultivate a “third space” atmosphere: Create an environment that prioritizes community and genuine human connection. Make people feel comfortable and safe, whether they are drinking or not. This atmosphere provides a unique social experience that cannot be replicated at home, offering consumers a valuable reason to go out. Marketing Strategies for the Modern Drinker Traditional top-down advertising is largely ineffective for Gen Z, a generation of digital natives. They place greater trust in recommendations from friends, family, and relevant influencers. Successful marketing must be a two-way conversation that builds an authentic community around the brand. • Embrace a digital-first strategy: Invest heavily in social media platforms like TikTok, Instagram Reels, and YouTube. Produce short, shareable video content, such as 5-second cocktail recipes or fun behind-the-scenes clips. • Collaborate with micro-influencers: Partner with micro-influencers who have authentic niches in areas like mixology, wellness coaching, or food. • Encourage user-generated content (UGC): Create branded hashtags, filters, or remixable music to inspire users to post original content related to the brand. Use an authentic, creative, and inclusive tone, focusing on celebrating human connection and mindful drinking, and avoid outdated “party-hard” or “macho” imagery. The goal of a bar’s marketing should not be to convince Gen Z to drink but to show how the bar’s beverages and atmosphere can enhance the lifestyle they seek—one focused on health, fun, and authentic connection. Gen Z’s Preferred Drink Categories (Alcoholic and Non-Alcoholic) Preferred Categories Spirits (especially white spirits like tequila and flavored vodka), Ready-to-Drink (RTD) canned cocktails, hard seltzers, mocktails, non-alcoholic beers (e.g., Heineken 0.0), adaptogen-infused spritzers. Flavor variety, convenience, health consciousness, self-care, suits at-home socializing. Mixed or Declining Categories Traditional beer, red wine, heavy spirits. Lower consumption among women and people of color; does not align with “health” or “control” narratives; considered less novel in taste than spirits and RTDs. Goliath Consulting Group is a restaurant consultancy group based in Atlanta, Georgia. To learn more about our services including menu development, business strategy, marketing, and restaurant operations, contact us at http://www.goliathconsulting.com or email us at getresults@goliathconsulting.com
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