Are You Invisible? Restaurant Marketing Faces a Multi-Platform Reckoning

Are we at the end of  the "Just Google It" era?

According to SOCi's 2025 Consumer Behavior Index, a significant shift is underway in how consumers discover restaurants. With search impressions declining and platforms like social media and AI gaining traction, traditional search strategies are breaking down. The report analyzes the data, highlights the key factors driving this change, and outlines the urgent need for restaurants to adapt to this fragmented reality or risk losing vital visibility and relevance.

“Consumers want more from their overall search experiences, and the multi-platform discovery journey is a hunt for authenticity, especially for Gen Z," said Monica Ho, Chief Marketing Officer, SOCi. "At SOCi, we’ve been keeping a close eye on this shift. Our proprietary data shows search impressions are down 10 percent year-over-year, and multi-location brands are feeling the impact. While AI tools like ChatGPT are gaining momentum, they aren’t the sole culprit. Consumers want more from their overall search experiences, and the multi-platform discovery journey is a hunt for authenticity, especially for Gen Z.”  

This shift has been building over the last few years. SOCi revealed this fragmentation in 2024 with the rise of search on social media platforms, and Gen Z in particular choosing Instagram and TikTok over Google when conducting local searches. Younger consumers are overindexing in seeking real stories, real experiences, and validation from real people – and they are no longer relying on one platform to find it. The 2025 CBI shows that Gen Z bounces between an average 3.6 platforms before deciding on even simple purchases. 

According to the data ,while 83 percent of consumers still use traditional engines to search, platforms like social media (73 percent), navigation apps (58 percent), review sites (19 percent), and AI tools (19 percent) have turned consumer discovery into a free-for-all.

“We are not only seeing the continued use of social for search this year, but also the rise of AI search engines like ChatGPT and community websites like Reddit, which are taking market share away from traditional search engines,” Ho added. “This shift is already happening. Unless marketers change their strategies now, they’ll continue to lose not only search demand but visibility as well.”  

Modern Restaurant Management (MRM). magazine reached out to the team at SOCi to understand what operators should take away from the results.

What factors influenced these results?

The way consumers discover local businesses has become more fragmented as people are now using a mix of platforms like Google, Instagram, Yelp, ChatGPT, and even Reddit. Secondly, younger generations are leading the charge in how they search, favoring social and AI tools over traditional methods. And finally, a tougher economic climate is prompting consumers to do more research and comparison before making decisions. These trends together signal a clear need for businesses to diversify how and where they show up online.

A tougher economic climate is prompting consumers to do more research and comparison before making decisions.

What do these results say about how guests wants and expectations are evolving?

Today’s guests expect convenience, relevance, and authenticity across every platform they use. They want to feel confident before making a choice, and that means seeing credible reviews, engaging content, and consistent information whether they’re searching on Google, scrolling social media, or using AI tools. The customer journey is now a dynamic, multi-platform experience. To meet rising expectations, restaurants need to be both discoverable and trustworthy at every digital touchpoint.

What should restaurant operators take away from this report and what can they do to be proactive and reach new audiences?

Relying on a single channel like Google or Yelp is no longer enough. Today’s guests are finding restaurants through a wider range of sources, including social media, review platforms, and AI tools. Operators need to think beyond SEO and embrace a strategy focused on cross-platform discoverability.

Operators need to think beyond SEO and embrace a strategy focused on cross-platform discoverability.

That means optimizing listings, generating reviews, engaging on social, and ensuring accurate, compelling content is available everywhere potential guests are looking, including AI platforms like ChatGPT. Being proactive across platforms is the key to reaching and winning new audiences.

In what ways can operators turn to AI to better engage with potential guests?

AI is transforming how guests search and how businesses can respond. Consumers are increasingly asking AI tools like ChatGPT for local recommendations, so restaurants need to make sure their digital presence is AI-friendly: accurate, up-to-date, and rich in customer reviews and content. On the operations side, AI can help personalize guest engagement by automating review responses, tailoring marketing messages, or uncovering insights from guest feedback. AI has a lot of power in tailoring the customer experience to the needs and expectations of particular guests, and can be combined with ordering systems, loyalty programs, and other touchpoints to improve guest experiences. For restaurants, AI is both a new channel for discovery and a powerful tool for building deeper connections with guests.