Like all sectors, the restaurant business and foodservice industry is undergoing a major transformation with digitalization. Today, a restaurant can no longer be satisfied with a good menu, efficient service and a good location; it must also exploit digital tools to attract and retain customers, which is vital for the long-term survival of this type of business. Social networks, online reservations and modern payment solutions all contribute to optimizing the customer experience and improving profitability.
An indispensable presence on social networks
Digitalization and social networks have become an essential lever for restaurant marketing. A study shows that 72% of consumers consult online reviews before choosing a restaurant. Instagram, TikTok and Facebook enable restaurateurs to share engaging content and interact with their customers, creating a whole new way to interact and share the restaurant experience.
A striking example is Big Mamma, a French chain that has built its reputation on Instagram. By posting gourmet photos and immersive videos of Italian cuisine, it attracts a loyal following and creates a buzz that goes far beyond traditional word-of-mouth. People don’t go to Big Mamma’s Instagram page to find out practical information about the restaurant, such as opening hours or menu details, but for the pleasure of seeing the recipe for fresh pasta with truffles. The content is as engaging as possible, and these restaurant chains have well understood the foodporn trend on social networks, which is emerging as one of the top tik tok trends.
Online Reservations: Time-saving and profitable
In addition to boosting brand awareness, digitalization brings many other benefits. Platforms such as TheFork and OpenTable are revolutionizing reservation management. According to a report published by Les Echos, the digitization of restaurants, particularly through online booking tools, has enabled establishments to optimize their fill rates and reduce cancellations (Les Echos, 2023).
Eleven Madison Park, a Michelin-starred restaurant in New York, is a perfect example of this trend. Thanks to an advanced CRM system, it personalizes its customers’ experience by recording their preferences and adjusting dish recommendations, thereby strengthening their loyalty (Moore, 2025).
Payments and Automation: Towards an Optimized Customer Experience
Contactless payments and interactive kiosks simplify the customer journey. According to a report by FinTech.ca, 65% of consumers prefer to pay via digital solutions such as Apple Pay or Google Pay, underlining the growing importance of these technologies in the restaurant sector (FinTech.ca, 2023). McDonald’s has widely embraced these innovations by installing ordering kiosks in its establishments, an initiative that is part of a broader digitalization strategy to improve customer experience and operational efficiency (Reuters, 2024).
Digitalization is a strategic lever for modern restaurants and all foodservice industry. An effective presence on social networks, optimized reservation management and the integration of innovative payment solutions all help to enhance the customer experience and ensure long-term profitability. Adopting these technologies means guaranteeing competitiveness in a constantly evolving market.
References:
Big Mamma Group. (2024). Instagram page. Retrieved from https://www.instagram.com/bigmammagroup/
FinTech.ca. (2023, August 28). The future of payments in the restaurant industry. Retrieved from https://www.fintech.ca/2023/08/28/the-future-of-payments-in-the-restaurant-industry/
Moore, K. (2025, February 20). The digital host: How AI is transforming restaurants. Forbes. Retrieved from https://www.forbes.com/sites/karlmoore/2025/02/20/the-digital-host-how-ai-is-transforming-restaurants/
Reuters. (2024, March 16). Big Mac goes big tech with few hiccups. Retrieved from https://www.reuters.com/business/retail-consumer/big-mac-goes-big-tech-with-few-hiccups-2024-03-16/
Les Échos. (2023). COVID : La digitalisation des restaurants crée des opportunités pour les start-up. Retrieved from https://www.lesechos.fr/tech-medias/medias/covid-la-digitalisation-des-restaurants-cree-des-opportunites-pour-les-start-up-1257587