Social media has dramatically reshaped the way we interact with nearly every aspect of our lives, and the restaurant industry is no exception. Platforms like Instagram, TikTok, and Twitter have become powerful tools for food lovers to share their dining experiences, often blurring the lines between personal recommendations and formal reviews. This shift has led to a change in how restaurants are evaluated and how they present themselves. To explore this phenomenon, we’ll look at how social media is influencing restaurant reviews through the lens of one of London’s most famous restaurants: Sketch.

The Rise of Visual Content

Sketch, a Michelin-starred restaurant in the heart of London, is renowned not only for its exceptional cuisine but also for its stunning interior design, which has become a social media sensation. The restaurant’s unique and aesthetically pleasing spaces have made it a prime destination for influencers and foodies who want to share their dining experience with their followers. The restaurant’s pink-hued dining rooms and avant-garde decor are frequently featured on Instagram, with visitors eager to snap the perfect shot for their feeds.

This visual-driven content has shifted the focus of restaurant reviews from purely culinary factors to include the overall dining experience—particularly the aesthetic appeal. No longer is it enough to simply enjoy a meal; the experience must also be ‘Instagrammable.’ This trend has forced restaurants like Sketch to put as much thought into the design of their spaces as into their food. The visually stunning plates, the interior decor, and even the ambiance are now crucial components of a successful review on social media.

Real-Time Feedback and Instant Influence

Another way social media is changing restaurant reviews is by providing real-time feedback. Platforms like Twitter and Instagram allow diners to instantly share their thoughts, post photos, and tag the restaurant. This shift has led to a more immediate form of validation for restaurants. If a dish or an experience is well-received, it can go viral within hours, potentially bringing in new customers. Conversely, negative feedback can spread just as quickly, often influencing public perception before a formal review even appears on a platform like Yelp or TripAdvisor.

For Sketch, this means that each guest with a large following has the potential to become a brand ambassador—or a critic—based on their social media posts. A single Instagram post with thousands of likes can significantly affect the restaurant’s reputation, drawing attention from people who may have never considered dining there otherwise. As a result, restaurants are paying more attention to their online presence, carefully curating their menu items, and designing their dining environments with the understanding that they are as much a part of the social media experience as the food itself.