In 2022, a study revealed that 49% of consumers had visited a restaurant specifically thanks to the promotion of an influencer on social networks (Digital Marketing Institute, "11 Social Media Statistics You Need to Know in 2022").
Aware of this influence, more and more content creators are choosing to capitalize on their millions of subscribers to launch their own restaurant concepts. Find out in 3 minutes why this trend is accelerating, and how influencers have taken the fast-food sector by storm.
Why are all the influencers getting into fast food?
In our view, influencers are turning to fast food for 3 strategic reasons.
1. They benefit from a fundamental trend in the foodservice industry
For several years now, the fast food sector has been enjoying significant growth, making it an attractive market. By 2023, fast food will even have overtaken traditional restaurants in French eating habits. According to Gira Conseil figures, 55% of restaurant sales in France are now generated by fast food.
This trend is fueled in particular by modern lifestyles that favor convenience and speed, but also by the impact of social networks, which amplify food trends. Consumers are constantly on the lookout for new trends, while seeking fast, convenient food options.
2. They easily diversify their income
Fast food has become a sector where it's relatively easy to get started, even without prior experience. Many suppliers and specialist companies offer turnkey solutions that simplify the process of setting up a fast-food business.
For example, turnkey "dark kitchens" services provide not only the necessary infrastructure, but also complete menus, pre-portioned ingredients and ready-to-use operational management tools.
These services enable influencers to concentrate on marketing and content creation (their real core business), leaving the technical and logistical aspects to experts. This considerably reduces the barriers to entry and risks associated with running a traditional restaurant.
3. They capitalize on existing and loyal customers
Influencers already have a loyal and engaged audience on their social media platforms, which is a major asset in a market where it is generally difficult to capture and retain an increasingly volatile and courted clientele. By launching fast-food offerings, they capitalize on their follower base, ready to try and support their projects.
Just imagine: the most popular influencer restaurants are seeing footfall rates up to 20% higher than traditional restaurants in their first year of operation (Restaurant Business Online, various case studies) .
This reduces marketing and customer acquisition costs, while increasing the chances of success thanks to an already interested and invested clientele. This captive audience enables influencers to create a community around their restaurant, facilitating loyalty and repeat purchases.
What strategies do influencers use?
3 specific business models
Not all influencers launch their businesses in the same way. Their business plans differ according to the maturity of their project and the investment they wish to make.
1. Own development
Some influencers choose to get directly involved by creating restaurants that reflect their personal brand. This choice to launch from A to Z involves designing the concept, developing the menu, fitting out the space and managing day-to-day operations. By developing a restaurant of their own, influencers have total control over the customer experience and can create a strong, consistent identity.
The trade-off: the investment in time and money is considerable, but the project is perfectly mastered.
Perfect example: Ibra TV
He's the first youtuber to launch his own restaurant, back in 2018!
This fast-food concept was created in partnership with Djam, another well-known influencer. Together, they imagined a restaurant with a strong visual identity and a unique culinary experience: Black and White Burger. The distinctive elements of the restaurant are the use of black gloves to eat the burger and the Black Angus meat used in the burgers.
Since its launch in Paris in 2018, the concept has enjoyed resounding success, with plans to open over 60 restaurants in France and abroad. Black and White Burger's rapid expansion demonstrates the effectiveness of Ibra TV's approach, combining its digital influence with solid operational management to create a recognized brand.
2. The dark kitchen and turnkey virtual restaurants
Another increasingly popular model is dark kitchens, where influencers can launch their brand without running a physical restaurant. Companies like Taster and No Brainer facilitate these initiatives by offering kitchen infrastructure and operational teams.
- Taster creates digital food brands that operate exclusively via delivery platforms such as Uber Eats and Deliveroo. They take care of infrastructure and logistics, allowing influencers to focus exclusively on marketing.
- No Brainer focuses on creating and managing digital food brands with a strong marketing and operations optimization component.
There's a very specific reason why dark kitchens are so popular with influencers. It allows them to test their reputation, concept and recipes at low cost and with complete control. If the concept works, they can move on to the next phase and expand locally with physical restaurants.
3. Working with existing restaurants
Another strategy is to collaborate with existing concepts to promote a specific restaurant in exchange for mentions in their communication. This approach enables influencers to capitalize on their follower base without the responsibilities of running a restaurant, and brands to raise the profile of their brand.
Ephemeral collaborations with established brands are also popular, offering flexibility and the ability to test the market without a long-term commitment. It's a win-win partnership for both brand and influencer.
The example of Mister V
Mister V recently collaborated with KFC to launch the "Delamama Burger".
The product includes three different recipes, one of which is vegetarian, and was featured in a video on Mister V's YouTube channel, where he tells a humorous fictional story related to his search for "Colonel Saunders". This marketing campaign quickly generated tens of thousands of interactions on social networks, demonstrating the effectiveness of a well-honed influencer marketing campaign.
They surround themselves with experts
To guarantee the quality of the dishes, it's essential to work with experienced chefs and industry experts. This ensures that the restaurant not only relies on the influencer's reputation, but also offers a quality culinary experience.
For example, Valouzz has created a burger in collaboration with the French burger champion.
Michou, with Mealy, was assisted in the creation of recipes and the layout of his restaurant by his managers Babakam and Mehdi, as well as by entrepreneur Alexandre Houpert, co-president of Enodis and co-founder of FoodXpert.
They offer modern, innovative experiences
The success of an influencer's restaurant relies heavily on the choice of its concept, which must be aligned with the influencer's brand and values. The target audience must recognize itself in the concept, and the right price must be maintained so as not to alienate potential customers.
For example, the choice of ordering experience must be perfectly in tune with the young, connected target audience. For its b(hug)er concept, Ophenya has opted for table ordering via QR code, bringing its brand to life right up to the moment of payment.
Valouzz, in its Burgouzz restaurant, has opted to install ordering kiosks to echo the fast-food codes with which its customers identify perfectly.
They rely on a well-honed communication strategy
As you can imagine, social networks are the main marketing tool for influencers.
A well thought-out strategy can turn a simple launch into a viral event. Teasing campaigns, live videos and regular publications keep people engaged and create a buzz around the restaurant.
For example, youtuber Michou took full advantage of his social networks to attract a large audience in the early days:
- teasing stories about his project,
- shares via its main account of its instagram account Mealy in story (66.6K subscribers in 3 days),
- invite your youtuber friends for a sneak preview to promote your products,
- announce the opening on its social networks,
- be on hand to meet fans on opening day and offer free burgers,
- and make a Youtube video where he explains the whole Mealy adventure.
Focus on two influencers who have launched their own fast-food restaurants
1. Burgouzz, by Valouzz
Valouzz, well known for his gaming videos and vlogs, has decided to enter the restaurant business in April 2023 with the launch of his own burger restaurant concept, Burgouzz. The Burgouzz concept is based on homemade burgers made with quality ingredients, featuring authentic and generous flavors.
The adventure begins
The story begins in April 2023, when Valouzz teamed up with a restaurant in Rennes to test its burger creations. The aim was to gather opinions and feedback in order to perfect the recipes and menus. This initial test took place in the form of a dark kitchen, enabling Valouzz to familiarize itself with the market without the costs of a physical restaurant.
Rapid expansion
After several months of success in Rennes, Valouzz is announcing the opening of three new Burgouzz restaurants in Paris in September 2023.
The restaurants are equipped with Innovorder order terminals to better meet the expectations of a younger clientele, facilitate order-taking and enhance the customer experience.
Collaboration with renowned chefs
To guarantee the quality of its dishes, Valouzz has teamed up with renowned chefs, including a French burger champion, to create unique, gourmet recipes. The collaboration with these experts ensures that each burger is of the highest quality, while offering a unique culinary experience.
Menu and offers
Burgouzz's menu features a variety of burgers, including the Classic Burgouzz, Karaage Burgouzz, Truffle Burgouzz, and vegetarian Green Burgouzz. Each burger is prepared with premium ingredients, such as smashed French beef and Somerset matured cheddar.
2. Kazdalerie, by Zack Nani
Zack Nani, famous for his humorous videos and challenges, has launched La Kazdalerie, a restaurant specializing in Mediterranean-flavored Kazdals. This unique concept aims to offer a rich and authentic culinary experience, while capitalizing on Zack Nani's reputation and distinctive style.
Launch and development
Following the success of his videos, Zack Nani decided to capitalize on his popularity by launching La Kazdalerie in Paris. The concept was soon extended to Bordeaux, with ambitions to become a recognized brand beyond mere catering. Zack Nani collaborated with virtual restaurant brands to test and refine his concept before launching physical establishments.
Concept
Kazdalerie offers a variety of Kazdals, sandwiches inspired by Mediterranean cuisine, filled with fresh ingredients and authentic flavors. Zack Nani has worked closely with culinary experts to develop a menu that reflects his style and tastes. Kazdals, prepared by moms, combine tradition and modernity, offering delicious, visually appealing dishes that resonate with a young, connected clientele.
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Like Burgouzz and La Kazdalerie, put digital technology to work for your restaurant with Innovorder! Contact an expert and find out how to improve your productivity, boost your sales and increase your margins.
