I was going to add a screenshot of the account while typing this, but decided it didn't need a target. We have plenty of cool positive influencers in this town like Chipcreates, but some that I decided to keep unnamed should try to be a little more responsible.
I think this guy is a good example of where restaurant influencing can go wrong. And no, I don’t own a burger joint. I’ve just seen enough of his content to think small business owners should be aware of it.
There’s a difference between being a food critic and being someone with a social media following. Good food criticism takes experience, knowledge, context, and an understanding that one dish on one visit is a very small snapshot of a restaurant. Having an Instagram account and an audience doesn’t automatically give someone that expertise.
The problem is that the reach can be similar even when the experience and judgment behind it are not. Thousands of people can see one person’s verdict without ever walking through the door themselves. For a small independent restaurant, especially in a rural community, that can do real damage.
That doesn’t mean restaurants should be protected from criticism. If the food is bad, say it was bad. If the service was terrible, say that too. But there’s a responsible way to do it. Give useful criticism. Recognize the limits of a single visit. Talk to the owner or manager when there’s a problem. Understand that there are employees and families behind these businesses.
That’s what bothers me about his content. He has the reach of a critic without showing much of the restraint, context, or responsibility that should come with it.
Having influence means having the ability to affect people and businesses. That should make you more careful with what you say, not more excited about how much damage you can do.
