Debate has intensified around the role and qualifications of food influencers in shaping consumer dining choices, as industry professionals question their expertise and impact on restaurant culture. The discussion gained momentum following comments by influencer Jono Yates, known as Only Scrans, who proposed that restaurant influencers might require licensing due to the growing number of individuals positioning themselves as food authorities without formal industry experience.

Gizzi Erskine, a chef with 24 years of experience and a veteran food writer, weighed in on the debate, highlighting the divergent perspectives within the food sector. Erskine pointed out that while influencers have undeniably expanded the accessibility of food culture, many lack firsthand experience in professional kitchens or exposure to high-end cuisine, raising questions about their qualifications to provide authoritative restaurant recommendations.

Erskine illustrated this with a recent visit to Kismet, a newly opened Turkish restaurant in Borough Market that quickly became fully booked for two months after influencer posts sparked a surge in demand. While the influencer effect can boost a restaurant’s visibility, it may also create challenges by encouraging fleeting interest rather than fostering sustained patronage. According to Erskine, few restaurants benefit from repeat visits or long-term loyalty generated by influencer-driven hype, which tends to prioritize novelty over enduring quality.

The evolving relationship between restaurants, PR firms, and content creators also came under scrutiny. Traditionally, restaurant critics and food editors employed by established media outlets received priority invitations to cover new venues, maintaining editorial independence and accountability. Today, however, influencers are often invited alongside journalists, with some receiving payments from restaurants or their publicists—a practice that blurs lines between genuine critique and promotional content.

Erskine emphasized that, unlike critics bound by editorial standards, influencers accepting money for restaurant reviews raises ethical concerns, particularly given the financial strains facing many hospitality businesses. She acknowledged her own past collaborations with major food brands but cautioned that influencer endorsements should exhibit responsibility and integrity, balancing business realities with honest representation.

As the food industry navigates this shifting landscape, voices like Erskine’s call for greater discernment in how experts and influencers shape public perceptions of dining, urging a move toward more sustainable engagement that supports restaurants beyond transient trends.