Social media: Dr. Ronan Jouan de Kervenoael, professor at Rennes SB, analyses the impact of TikTok on French restaurants
TikTok is transforming the way we experience dining. In Les Échos, Dr. Ronan Jouan de Kervenoael, professor at Rennes SB, explores how culinary live streaming is reshaping customer expectations and what it means for the future of the restaurant industry.
The rapid rise of TikTok is reshaping the restaurant industry. In an opinion piece published by Les Échos, Dr. Ronan Jouan de Kervenoael, professor at Rennes School of Business, highlights the emerging challenges this platform poses for professionals in the sector.
The article sheds light on a phenomenon that is already well established in China and the United States: culinary live streaming. Today, two-thirds of young people in France use TikTok to choose where to eat. Restaurants must therefore rethink their communication strategy, they can no longer rely on a beautiful photo or a good review: they now need to capture the moment, stage the experience, and attract customers through videos.
Beyond the quality of the food, it is now the entire customer experience that is scrutinised and scripted: the atmosphere, presentation, tableware, and even staff recruitment, where the ability to be comfortable in front of a camera is becoming a personal asset.
The article also raises deeper concerns, such as the question of privacy in these spaces where anyone can find themselves filmed without their knowledge. This trend is rapidly gaining ground in Europe, with economic, social and cultural consequences.
