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Your friend just texted you asking to meet up for a long-overdue chat. She got engaged a few weeks back, so she was naturally busy, but you really want to go see her and hear all the details in person.
But where do you go?
You both feel like grabbing a bite somewhere, but all your usual places feel stale and the prices just aren’t what they used to be… So, do you:
A) Take a blind guess and walk over to the first restaurant you see, hoping for the best, or
B) Take it to social media to see what’s good in your area?
Exactly.
Influencers and other digital creators shape our choices – it’s just a fact. So, if you’re a business owner, you want to use this potential to your advantage by partnering with these influencers.
If you’ve got a food brand, you’re at the right place! This article will tell you all about the best food reviewers and the most popular food critics online so you can take control of your reach.
For brands, partnering with the right food reviewers can boost your reputation and attract new customers. Influencers and critics have the ability to create content that their followers listen to, which makes your brand more relatable and desirable.
A single well-placed review can increase foot traffic to a restaurant, drive online orders, or even be used to introduce a brand-new product.
How to Choose the Right Food Critics for Your Brand
For food lovers, being a food critic sounds like a dream job.
The internet is filled with blogs and reviews that help people decide where to eat next. If you’ve ever Googled best burger near me or watched a TikTok on the latest food trends, you’ve already seen how influential these reviewers can be.
But the thing is that there’s not just one way to be a food critic.
Some specialize in reviewing specific dishes, while others focus on entire restaurants. Restaurant critics don’t just rate the food; they also consider the ambiance, service, and overall experience. Similarly, food influencers on social media highlight different aspects of a meal, from the plating and texture to the ingredients and backstory of the dish.
There’s a lot to take into account here, and the same is true for choosing the right food reviewer. Here’s what to look for:
Some food critics and influencers have built massive followings and serious influence in the culinary world. Looking at their strategies can help brands understand how to get the most out of this strategy, so we’re using this section to take a look at the most famous food reviewers throughout history.
Way back in the early 1800s, Alexandre was a lawyer-turned-chef who became the world’s first food critic. His passion for creating incredible dining experiences set the foundation for food reviewing as we know it today.
His attention to detail and ability to tell a story made him a trusted voice in the culinary scene, even long before the times of social media.
https://upload.wikimedia.org/wikipedia/commons/thumb/7/77/Alexandre_Balthazar_Laurent_Grimod_de_La_Reyni%C3%A8re.jpg/260px-Alexandre_Balthazar_Laurent_Grimod_de_La_Reyni%C3%A8re.jpg source: https://fr.wikipedia.org/wiki/Alexandre_Balthazar_Laurent_Grimod_de_La_Reyni%C3%A8re
Brand Takeaway: Storytelling matters. Highlight the unique aspects of your product or restaurant to make it memorable and human.
Fast forward to the 21st century, and we have Frank Bruni.
As the former restaurant critic for the New York Times (starting in 2004), his reviews hold serious weight. A good or bad review from him can make or break a high-end restaurant.
https://www.instagram.com/p/CZAV-p8JVPm/?hl=en
Brand Takeaway: Credibility is everything. Partner with reviewers who have a strong reputation in their niche.
Katie Lee made a name for herself by sharing food content on YouTube. Even as an established chef, she still talks to her audience online, reviewing restaurants and recipes.
She’s also written several cookbooks to help home cooks create delicious meals without needing fancy skills.
https://www.youtube.com/watch?v=lwJ9-3zvPQE&list=PLpfv1AIjenVM3dlAAKtvhonWuAnAhrvND
Brand Takeaway: A strong, preexisting online presence can establish trust and long-term engagement with customers.
You’ve probably seen Andrew Zimmern on TV. He’s the guy who eats the weirdest, most exotic foods on shows like Bizarre Foods with Andrew Zimmern and The Zimmern List.
From spoiled shark meat to deep-fried tarantulas, there’s nothing this guy won’t try at least once.
https://www.tiktok.com/@andrew.zimmern/video/7364804105665219872?lang=en
Brand Takeaway: Unique content stands out. If your brand offers something unusual, lean into that angle.
So far, we’ve only talked about the most influential figures in the space. But if you’re a smaller brand and don’t have the budget for Gordon Ramsey or someone with an established presence, we’re going to list some more approachable names, too.
Here are 5 niche food influencers to reach out to:
Sancheir is a home chef with a passion for good food and balanced living. Her page is packed with easy-to-make recipes perfect for family dinners.
https://www.instagram.com/p/DFZM93utOky/
Olga’s food isn’t just about taste; it’s about the visuals, too. So, if your brand appreciates the beauty of food just as much as the flavor, she’s definitely worth a shot.
https://www.instagram.com/p/DD2KjwnvTEk/
Tai always cooks with love, as her bio states.
She’s also a culinary arts teacher, so her page is all about sharing kitchen tips while keeping her style fun and approachable. Plus, she mixes in some great lifestyle content to keep things interesting and more human.
https://www.instagram.com/p/DB9Ckmiuh2e/
Jules is a Chicago real estate agent, but she’s also your go-to guide for the best restaurants in the city. Even if your brand isn’t based in Chicago, her content is still a great example of local influencer marketing.
https://www.tiktok.com/@julesinchicity/video/7452890505614249262?lang=en
This page is all about bold flavors, hearty meals, and recipes that’ll have you coming back for seconds (or thirds).
If you want a genuine, down-to-earth approach to your marketing, this is your guy.
https://www.tiktok.com/@realadventuresofafatguy/video/7245769466116721963?lang=en
Now that you know who’s who and who does what best, you probably feel ready to step into it. But how?
In this section, we’ll cover some strategies for partnering with food reviewers:
Send out your food items to influencers to try. If they like them, they might share them with their audience without you needing to ask. But if they don’t – that’s okay too! You’ll get valuable feedback either way.
If product gifting doesn’t work for you for whatever reason, you can also pay influencers to create content around your brand. This might not be the ideal solution for smaller brands, but keep in mind that smaller creators are often more cost-effective than big names.
If you’ve got a restaurant, you can host exclusive tasting events for food critics to attend. Chances are, they’ll make content about it without being explicitly asked, but even if they don’t, it’ll still give them a window into what you’re offering.
This is similar to sponsored posts, but it refers to commission-based incentives for every sale driven by their referral.
You can learn more about the difference between affiliate partners and influencers here.
At the end of the day, if this is all a bit overwhelming, you can always reach out to a specialized UGC agency. UGC Factory, for example, can even create and produce the content for you!
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