A single viral video can create queues around the block overnight, and that attention can disappear just as fast. Venues chase moments with highly visual dishes, cheese pulls, theatrical cocktails and tableside reveals that look good on a phone. The rush brings real money but also real strain: kitchens built for a steady trade suddenly face a flood, quality slips, and the reviews that follow can undo the buzz. Staff deal with guests filming them at work, sometimes without consent, and with people who come for the content rather than the food.
The smartest operators plan for virality before it happens, with a simplified menu, queue management and extra hands ready, and they use the moment to collect guest details, with consent, and turn visitors into regulars. Some venues now employ content creators in-house. The challenge is building a reputation that outlasts the algorithm, because a business built on a single trending dish is exposed when the next one comes along.
What we ask on the show
- Has a viral video ever helped or hurt a venue you've worked in?
- How do you feel about guests filming you at work?
- Is it worth designing a dish just for social media?
- What turns a viral visitor into a regular?