Culture

Social media driving a new wave of food travel and viral eateries across the UK

Thursday, 6 November 2025 5:06AM UTC

A recent study reveals that nearly 40% of UK diners have visited restaurants due to social media popularity, with some travelling over 100 miles for viral food sensations, highlighting a transformative shift in dining habits influenced by platforms like Instagram and TikTok.

Social media has revolutionised how people discover and experience food, catalysing a trend where diners travel significant distances to visit eateries that have gone viral online. A recent study commissioned by temporary car insurance provider Tempcover highlights this shift in dining habits, revealing that nearly four in ten people have visited a restaurant due to its social media popularity. Remarkably, one in twenty diners admitted to travelling more than 100 miles to experience these viral food spots, with the average distance being 43 miles.

This new wave of "viral food enthusiasts" appears highly satisfied with their culinary adventures; 91% reported enjoying their trips, with 45% citing the food itself as the highlight and 30% appreciating the quality time spent with friends. The research underscores the significant influence of social media platforms on food choices, with Instagram emerging as the most powerful driver, especially among Millennials and Gen Z demographics. Facebook remains the top influencer for Boomers; however, a large proportion of older respondents—73%—reported no major social media influence on their eating habits, contrasting sharply with younger generations.

The trend has elevated a diverse range of eateries into the spotlight. Leading the pack is The Shed in London, followed by viral dessert sensation Humble Crumble, also in London, and Manchester's Beef Smokehouse. Other notable mentions include SpudMan in Tamworth, famous for its jacket potatoes, and Bristol’s Urban Tandoor, known for its viral musical food parodies. High-profile venues such as Jeremy Clarkson’s Diddly Squat Farm have also attracted attention online, drawing food lovers eager to combine celebrity draw with social media buzz.

Tempcover’s initiative to tap into this trend includes offering a limited number of free meals at selected viral eateries across the UK to active policyholders, with restaurants like Bagels Inc in Sheffield and Fire and Flank in Cardiff participating. The study further reveals that food road trips are predominantly a family and friends affair, with 81% choosing to travel with a partner and 46% with children, reinforcing the social nature of these excursions. Cars remain the preferred mode of transport for 71% of viral food travellers, enabling both short and spontaneous longer journeys.

The rise of social media-driven dining aligns with broader patterns observed internationally. Reports from the US show that small businesses can experience transformative effects when their food offerings go viral. For example, New York’s Lexington Candy Shop and California’s Fatima’s Grill saw surges in customer demand after TikTok exposure, highlighting both the opportunities and challenges viral fame brings. The phenomenon can generate lasting success but demands adaptability and operational resilience.

This burgeoning trend is further amplified by influential food critics on platforms such as TikTok. Noted viral critic Keith Lee has sparked widespread attention for North Carolina eateries, exemplifying how social media personalities and their massive followings can drive substantial foot traffic and economic impact for featured restaurants.

Beyond specific locations, viral food trends on social media spark innovation and curiosity in dining experiences globally. From TikTok-inspired creations like pickle sandwiches and "dirty sodas" in the Washington D.C. area to sophisticated flavour trends like the Dubai chocolate and evolving butter boards, social platforms continuously shape what consumers eat and where they choose to eat it. These trends not only fuel curiosity but also invite consumers to experiment with new tastes and formats, contributing to a dynamic and evolving food culture.

Interestingly, the travel aspect of these food exploits has expanded beyond restaurants. Viral content fostering grocery store tourism, where supermarkets abroad are treated as cultural destinations, demonstrates social media’s capacity to redefine even mundane aspects of travel and consumption into shareable and meaningful experiences.

Together, these patterns illustrate how social media has transformed the culinary landscape: it is not just about food but the entire journey and social connection that accompanies the exploration of trending flavours and venues. This fusion of digital influence, adventurous spirit, and communal dining is reshaping how and why people eat, driving a new appreciation for food destinations both near and far.

📌 Reference Map:

^[1] (Wales Online) - Paragraphs 1, 2, 3, 4, 5, 6, 7
^[2] (AP News) - Paragraph 8
^[3] (Axios) - Paragraph 9
^[4] (Axios) - Paragraph 10
^[5] (PYMNTS) - Paragraph 11
^[6] (Tatler Asia) - Paragraph 10
^[7] (Restaurantify) - Paragraph 10

Source: Noah Wire Services

More on this

https://www.walesonline.co.uk/news/uk-news/tendendo-social-media-food-32818350 - Please view link - unable to able to access data
https://www.apnews.com/article/807765e8dd50c01c168c308965a5336e - This article discusses how small businesses experience significant impacts when they go viral on social media. Examples include the Lexington Candy Shop in New York City, which saw a surge in customers after a TikTok video, and Fatima's Grill in California, which faced overwhelming demand following viral TikTok videos. The piece highlights the challenges and lasting success that can result from such viral fame, emphasizing the importance of adaptation and product longevity.
https://www.axios.com/local/charlotte/2025/05/12/viral-food-critic-keith-lee-north-carolina-restaurants - Viral food critic Keith Lee, renowned for his TikTok reviews that spotlight locally owned eateries, is embarking on a food tour across North Carolina. Known for triggering the 'Keith Lee effect,' where featured restaurants experience surges in popularity and foot traffic, Lee announced that his tour will encompass multiple cities including Raleigh, Charlotte, Durham, Greensboro, and Asheville. The decision to visit several locations came after receiving an overwhelming number of restaurant suggestions from followers.
https://www.axios.com/local/washington-dc/2024/10/29/tiktok-food-trends-picklewich-dirty-soda-dubai-chocolate - The article discusses various viral TikTok food trends available at D.C.-area restaurants, emphasizing the impact of social media on eating habits and business revenue. Among the featured trends are pickle sandwiches, which replace traditional buns with jumbo pickles, and can be found at Jimmy John's with their 'picklewich.' Dirty sodas, popularized by 'Mom-tok,' are available at Coco's Sodas + Sweets in Vienna, Virginia, and include mixes like Diet Dr Pepper with coconut syrup and cream. Dubai chocolate, created by Fix Dessert Chocolatier, can be enjoyed at Lily's Chocolate & Coffee in Vienna and Alexandria, offering unique flavors like pistachio cream and knafeh filling. The Caesar salad trend, linked to its 100th anniversary, continues to thrive in various forms such as wraps and subs, with a notable Chicken Caesar Sarnie available at Your Only Friend sandwich shop in Shaw. Lastly, traditional Chinese tanghulu, sugar-glazed fruit skewers, can be purchased at Shilla Bakery in Annandale.
https://www.pymnts.com/news/social-commerce/2024/tiktok-turns-grocery-store-into-vacation-destination - As consumers increasingly turn to TikTok for travel inspiration, a viral trend, grocery store tourism, has many seeing the supermarket as a cultural destination. Many social media users attribute the start of the trend to TikTok user @marissainchina, who posted a video in late spring asserting, 'This may be controversial, but I think the best thing to do while traveling is go to the grocery store. … Going to a grocery store could technically be counted as sightseeing, right? Because not only is it a cultural experience, but you can also find lots of stuff to bring back as souvenirs.' The video has over 422,000 views, and the trend has taken off. A TikTok posted in June from user @caroluzitus celebrating 'traveling with people who view grocery stores abroad as a cultural experience' has surpassed 3 million views.
https://www.tatlerasia.com/dining/food/top-viral-social-media-food-trends - This article highlights the top five social media food trends that have taken over feeds, including flavoured water, Gigi Hadid pasta, and more. It discusses how TikTok's newest obsession with flavoured water, nicknamed #WaterTok, has seen users mixing powdered flavouring or syrups into tall bottles of water, often filled to the brim with pebble ice. The trend features basic flavours like orange and green apple to flamboyant ones like watermelon cotton candy. Proponents say it's delicious, helps people to get their daily water intake, and wean off higher sugar drinks like soda. Naysayers point to its harmful effect on dental health. But no one can deny, #WaterTok is taking the app by storm.
https://www.restaurantify.com/10-best-tiktok-food-trends-to-try - This article discusses various TikTok food trends, including cloud butter and butter boards, glickles, and the pickle revolution. It highlights how butter boards, which were first viral in 2022, have returned in 2025 with a twist. The modern version features whipped and flavoured butters arranged artistically on wooden boards and paired with fresh bread, crackers, and vegetables. This trend combines aesthetics, flavour, and shareability, with restaurants creating themed butter boards with flavours like chilli honey butter, garlic confit butter, strawberry maple butter, and even matcha coconut butter. Served as appetizers or part of brunch menus, these boards make great group starters and TikTok-worthy moments.

Noah Fact Check Pro

The draft above was created using the information available at the time the story first emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed below. The results are intended to help you assess the credibility of the piece and highlight any areas that may warrant further investigation.

Freshness check

Score: 7

Notes: The narrative presents recent data from a study commissioned by Tempcover, indicating a high freshness score. However, the study's findings have been reported by multiple outlets, including Wales Online, AP News, and Axios, suggesting that the content may be recycled across various platforms. The AP News article was published on October 8, 2024, which is over seven days prior to the Wales Online report, indicating that the narrative has been in circulation for at least a week. This raises concerns about the originality of the content. The widespread dissemination of the press release across various media outlets may indicate a lack of originality.

social media
food trends
viral eateries