How reviews, influencers, Michelin stars, and social media buzz shape the success (or failure) of the UK’s buzziest tables
Mar 24, 2025
In a food scene overflowing with new openings and quick closures, only a few restaurants manage to break through the noise and become truly “hyped.” What drives this popularity? Is it traditional media? Social buzz? A Michelin star? By analyzing booking data from five of the UK’s buzziest restaurants, we gain insight into the complex and often unpredictable alchemy behind restaurant hype. The findings reveal that while trends shift and new tastemakers emerge, quality, persistence, and a little luck still go a long way.
Key takeaways
Traditional reviews still pack a punch
- Cloth in London saw a massive booking spike after glowing reviews in national newspapers like The Times and The Guardian.
- PR and influencer outreach helped early awareness, but legacy media reviews drove sustained demand.
Influencers are the new tastemakers
- Bistro Freddie thrived despite a lukewarm FT review, thanks to buzz from Instagram channel Topjaw and platforms like Hot Dinners.
- Social media helped attract a broad audience across age groups, with a focus on “pulling all the levers” from design to digital.
Michelin still reigns supreme
- Chishuru saw an explosion in reservations – almost 1,000 in a week – after becoming the first UK restaurant led by a Black female chef to win a Michelin star.
- Yet even with accolades and media praise, sustaining the right kind of clientele remains a balancing act.
Organic social media buzz can outshine PR
- Goodbye Horses became a cult hit without active influencer engagement or press campaigns.
- A photogenic setting and strong word-of-mouth on TikTok and Instagram helped drive viral success, despite the founders trying to dampen demand.
Slow and steady can still win
- Gloriosa in Glasgow built momentum gradually, weathering lockdowns and local skepticism.
- It wasn’t until celebrity visits and a rave review from Jay Rayner that bookings soared. The lesson: consistency and confidence in your vision can pay off in time.
Get the full story at The Financial Times (subscription required)
