Beware the wannabe social media influencer who turns off loyal customers
Storytime: It was Derby season in Louisville, Kentucky, which means tons of visitors flock to our town for the festivities. I was at one of my favorite restaurants. It’s a locals’ spot that recently has gotten international attention. As regulars, we’ve noticed the influx of new clientele, which is amazing for a place we eat at weekly.
We like to sit in the bar section and chat up the bartenders and servers as they fill orders. As I sat enjoying my usual IPA and an appetizer, three vociferous adults walked in.
One demanded immediate seating and comped meals during the dinner rush. She loudly shouted her social media handle with a “don’t you know who I am?” attitude. I’ve experienced social influencers before, but never like this.
‘Don’t You Know Who I Am?’
I made a mental note of the name as I watched the host scan the table availability and the 45-minute wait list. She was polite as she tried to accommodate the “influencer,” who was becoming more agitated by the moment. The bartenders, servers and even patrons noticed. Eventually, the party was seated.
I became curious about this “influencer.” After a quick search, I realized that the individual had amassed a whopping 700 followers on Instagram and 900 on TikTok, with very little engagement on either platform. This was an infuriating case of a person claiming to be an influencer to score free meals and skip the line.
Legitimate social influencers can have huge positive or negative impacts on your business. One good influencer’s experience can surge business. But bad actors, like this one, encroach on a restaurant’s operations and can cause harm, cutting into your business and bottom line.
Have an Influencer Plan
Don’t get into a situation like this without a plan. Have a policy to address social influencers. Is advanced notice required? How do you qualify/quantify the person’s influence? When does a complimentary meal apply, and for how many in the party? What is strictly prohibited? Some policies prohibit bright lights and tripods. Others prohibit access to employee-only areas. They also might prohibit filming other guests without their signed permission. Train your team on various influencer scenarios so they don’t get taken by surprise.
I want to hear your social influencer stories – the good, the bad and the ugly. E-mail me at [email protected].
DENISE GREER is the Editor-in-Chief of Pizza Today magazine.
