Social Media's Impact on Chain Restaurants
American chain restaurants maintain a significant presence across the United States, often characterized by their affordability, familiarity, and perceived reliability. Despite economic pressures and shifts in dietary preferences, these establishments continue to operate.
This trend report examines how social media phenomena, specifically the "cheese pull," are being utilized by these restaurants to maintain visibility and generate sales.
The "Cheese Pull" as a Marketing Tool
The "cheese pull" is a viral social media trend where individuals record themselves separating melted cheese from food items such as pizza slices or mozzarella sticks. These videos are generating millions of views and are increasingly observed to influence consumer dining choices.
For example, Sara Rafael, a 23-year-old traveler from Ireland, included chain restaurants like Olive Garden and The Cheesecake Factory in her November trip to New York City. She stated that these selections were based on recommendations and appealing food visuals, including "cheese pulls," observed on TikTok.
Industry Perspectives on Virality
Stephen Zagor, a restaurant industry consultant and adjunct professor at Columbia Business School, highlighted the current necessity for restaurants to achieve a "viral moment" through their menu or in-restaurant experiences. This strategy is proposed as a method for older chains to avoid becoming