When Henry Monkhouse walks into a restaurant, he’s excited for the experience he’s about to have.
“I didn’t care if 10 people saw it or 100 saw it,” said Monkhouse, an Ottawa-based food content creator who runs social media accounts under the name @TheBestEats613.
Monkhouse created his food accounts a few years ago after seven years working as a cook, server and bartender where he built a large collection of photos and videos from restaurants he visited. Eventually, he decided to start sharing those experiences online.
Today, Monkhouse has more than 15,000 followers on Instagram and more than 7,000 followers on TikTok, where he posts short videos highlighting local restaurants.
Social media platforms such as Instagram, TikTok and YouTube have become major tools for people searching for places to eat.
Instead of relying on word of mouth or online reviews, users can now scroll through short videos of food, menus and dining spaces.
A 2022 report by the Social Media Lab found that food was the most popular genre of influencer content in Canada. And survey data from 2018 found that 35 per cent of respondents had eaten in a restaurant because they saw it on social media. In some cases, a restaurant’s business can explode because of influencer content.
For Ottawa resident Ofosu Asjei-Afriyie, social media plays a big role when he’s going out to eat.
“If I’m going somewhere and trying to find a new spot, I’ll look into the people I follow,” he said.
Influencers visit restaurants, try menu items and share experiences with followers who trust their opinions. These videos can quickly reach thousands of viewers and introduce restaurants to people who may not have discovered them otherwise.
Monkhouse said his goal is to be honest about the food he tries and to highlight small local businesses.
“Definitely underrated,” Monkhouse said when describing Ottawa’s food scene.
Monkhouse says he also focuses on showcasing a range of local spots rather than only popular chains.
Local restaurants have also embraced social media to connect with customers. East India Company, a family-run restaurant with two Ottawa locations, has used Instagram since 2015 and recently began posting on TikTok.
The restaurant’s Instagram account has more than 4,000 followers and more than 2,200 posts.
“It’s a means of communication for us,” said Chef Nitin Mehra, who also manages social media accounts.
“I see the platform as an opportunity to educate folks as to what we’re doing at the restaurant, and what South Asian cuisine is about,” he said.
Mehra said the restaurant spends about 25 to 30 minutes each day planning content. This includes promoting food, advertising upcoming events, sharing promotions and informative posts about their dishes. Social media also allows the restaurant to show its personality and values.
“You’ve got to meet the customers where they are, not where you are,” Mehra said.
In some cases, restaurants invite creators to visit. In other cases, creators reach out before stopping by. Mehra said these interactions can benefit both sides.
“They have passion about food, beverages and hospitality, and they want to share what you do with the folks they know,” he said.
Mehra said social media exposure can lead directly to new customers walking through the door.
“There’s not a week that goes by that a customer says, ‘Hey, I saw you on Instagram or TikTok, and now I’m here,’” he said.
But there are challenges associated with influencer content as well. One study found that Gen Z users develop more positive attitudes toward restaurants when influencers appear genuine and only promote places they truly believe in. Another found that the effectiveness of influencer marketing can weaken when customers feel disappointed by their experiences.
Influencer impact may also be waning. In a 2025 report about U.S. trends, restaurant marketing firm SevenRooms found that 49 per cent of diners find new eating places on social media but just eight per cent find them through influencers. Their conclusion? “Social influencers are out, brand collabs are in.”
But social media remains an important domain for restaurateurs. “It reduces that friction, and it’s way easier,” Asjei-Afriyie said.
