When you look on social networks you will see hundreds of thousands of images posted of food within the last month. Many people actually take photos and upload to a social network with the hashtag foodporn before they’ve even take a bite of food. But what is this doing for the hospitality industry? Is it a fantastic way of promoting a chef or restaurant? Does it create conversations about dining out? Or is it spoiling the dining experience for some? Research results and panel discussion with Tom Aikens @TomAikens Ed Butcher Square Meal @SquareMeal Daniel Doherty Duck& Waffle @DanDoherty_ Jonathan Doughty FCSI and Coverpoint Food @CoverpointFood Claire Wilson Le Manoir @LeManoir

1. What is #FoodPorn doing
for the hospitality industry?
#FoodPornPanel : Karen Fewell : @DigitalBlonde
Copyright Digital Blonde Ltd

2. Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia
On the #FoodPornPanel
@TomAikens @DanDoherty_ @CoverpointFood @SquareMeal @LeManoir

3. In the UK, there have
been 9.2 million mentions
of the word ‘food’ on
Twitter over the last year
On Twitter, average
674 tweets an hour
mentioning
#FoodPorn
26.1 million Instagram images
tagged as #FoodPorn
Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia
Food porn is a glamourized
spectacular visual presentation
of cooking or eating
[1] foods boasting
a high fat and
calorie content,
[2] exotic dishes
that arouse a
desire to eat or the
glorification of
food as a
substitute for sex
Wikipedia
On Twitter, average
803 tweets a day
using
#Foodgasm
www.FoodPornIndex.com
Based on 258.6m food hashtags
on Twitter & Instagram

4. Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia
“Jamie Oliver said the ‘real
food revolution’ will come
from the mobile phone.
I also believe it will. What I
find fascinating is how much
we can learn about people’s
behaviour around food as a
result of what they happily
share on social networks.
Maybe social data will give
us the insight to bring about
that real food revolution”
@DigitalBlonde

5. Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia
”Are chefs
the social
stars of the
hospitality
industry?”

6. How many times a day do you check
your favourite network?
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
One
Two
Three
Four
Five
Six
Over six
Over 10
I don’t check every day
90.1% of chefs agree
that social media is
a great way to
increase footfall to
their establishment
85.6% of chefs like
it when a customer
posts photos of
food they have
cooked
76.8% of chefs
think online
review sites help
our industry
Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia
www.slideshare.net/KarenFewell

7. 65.6% of chefs say they would
be interested in attending an
industry training course on
social media
Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia
63.1% of chefs think social
media should now be part of a
chef's training
63.1%
Announcing
Mars Foodservice
#SocialChef
Workshops
Chefs to contact @MarsFS_UK

8. What makes a
dining
experience
shareable?
Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia

9. 0 10 20 30 40 50 60 70 80 90 100
To record an event or social occasion
When it’s a special treat
Beause it is beau ful and looks like art
When it is my friends food
To en ce other people to eat the food
Because I am proud that I made it myself
To congratulate the person who made it
Because it is unusual or different
To show that I am ea ng healthy food
Because it says a lot about me
Other
Why do you take pictures of food?
#FoodPsych
Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia
Karen Fewell
@DigitalBlonde
Nathalie Nahai
@TheWebPsych

10. @TheWebPsych @DigitalBlonde
When are you most likely to post a
picture of food? #FoodPsych
Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia

11. Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia
Why was this the most
shared Great British Chefs
Facebook post?
SocialBakers 22nd Jan - 23rd April 2014

12. Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia
Why were these the most shared posts on their
Facebook pages?
SocialBakers 22nd Jan - 23rd April 2014

13. Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia
Five most liked user generated Instagram
#FoodPorn posts taken in restaurants
20hr period 23rd
– 24th April,
Instagram data
from Simply
Measured
1
2
3
4
5

14. Where are we
heading?
Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia

15. Karen Fewell @DigitalBlonde
What can social data tell
us about your customers
behaviour around food?
Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia
Full report available from
@DigitalBlonde

16. What influences the need to eat/choose a restaurant
food?
Which brands do customers compare against?
Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia

17. Tweet patterns for brand mentions on Twitter
UK 26th Jan 2014 – 27th April 2014
Pizza Hut
Toby Carvery
Pizza Express
JD Weatherspoon
Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia
Valentines Day
Sundays #YesPimpMySummerBallKent
User generated campaign

18. Allegra Strategies, Social Media Use by
Restaurants in May 2013
Which of these
brands do we crave
more?
Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia
0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00%
Pizza Express
Toby Carvery
Yo! Sushi
Nando's
Wagamama
5 restaurant brands, 1 year of tweets
% of tweets about craving the brand

19. Karen Fewell @DigitalBlonde #FoodPornBook
Do we crave the brand as much as the
dish?
Based on UK 6,447 tweets between
27th Jan 2014 – 28th April 2014
0
200
400
600
800
1000
1200
1400
Crave chicken Crave Nando's
FEMALE
67%
MALE
33%
Crave Chicken
FEMALE
69%
MALE
31%
Crave Nando's
Food that is most likely to be mentioned when
someone tweets about “craving Nando’s”

20. “Some of the best moments in life happen around a table when we
are eating with people we love”
Joe Perez, Tastemade
Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia

21. Stories from
the Dinner
Table
Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia

22. Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia
“#FoodPorn and dining experience
social sharing could really benefit the
hospitality industry.
Businesses need to get
social out of the marketing
department and spend
more time understanding
what social data is telling us.
Then use the data to inform
business decisions and
create food experiences
your customers truly want.”
@DigitalBlonde

23. #FoodPorn Book
Karen@DigitalBlondeMarketing.com
Karen Fewell @DigitalBlonde
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