Instagram leads as top influencer for food choices among Millennials and Gen Zs

The top 20 trending food spots across social media have been named, but how many do you recognise ? The social sphere appears to be impacting eating habits, as one in three would rather visit a venue which has gone viral than a Michelin-starred eatery. Recent research revealed nearly four in 10 have visited a restaurant because it had blown up on social media, with one in 20 admitting to travelling over 100 miles just to visit one, with the average longest distance of 43 miles.

Yet these viral foodie hunters have little regrets for their escapades, with 91% being satisfied with their trip. Of those that enjoyed their adventures, for 45% the best part was the food, 30% was the quality time spent with their friends and 10% loved the spontaneity.

The research was commissioned by Tempcover, which has created a tool to help Brits plan road trip adventures to some of the nation's favourite viral food spots, local legends and award-winning takeaways.

Marc Pell, MD of the temporary car insurance provider, said: "Social media is now one of the most powerful drivers of food discovery among Brits. These platforms have opened a whole new world of food for many - and it's clear they're willing to travel longer distances with loved ones to visit these locations."

Overall, Instagram is the platform that influences food choices the most with 18% - rising to 28% for both Millennials and Gen Zs. While Facebook was the top influencer for Boomers with 11%, 73% said none of the major social media sites influences their food choices, a view shared by just one in 10 Gen Zs.

According to the poll, the current number one hot spot is The Shed in London. The poll of 2,000 social media users then listed viral dessert shop Humble Crumble second, beating Beef Smokehouse in Manchester which came third.

The list also includes internet sensations such as jacket potato icon SpudMan and Urban Tandoor of Bristol - famous for its musical parodies such as 'Bhaji Girl' and 'You're the Naan that I Want".

While Jeremy Clarkson's Diddly Squat Farm ranked highly of the eateries, as one of the venues social media users are desperate to try.

Tempcover is offering a limited number of free meals to customers from 5th November, at selected viral eateries nationwide - Bagels Inc (Sheffield), Phil You Up (Leatherhead) and Fire and Flank (Tiger Yard in Cardiff) - by showing an active policy.

The research also found 37% of viral food-seekers split the driving on their last food road trip, and 52% of Brits would be likely to go on a road trip solely dedicated to getting food in the future.

These trips are mostly a family affair, with 81% wanting to share the adventure with their partner, followed by 46% with their children - and 39% choosing a friend. While 71% would most likely travel by car if they were to visit a viral food spot.

Marc Pell added: "Whether it's a quick drive to try a local gem or a spontaneous hundred-mile road trip to sample the latest viral burger, having the freedom to hit the road and share the journey makes these moments possible.

"Temporary insurance is one way to ensure everyone gets a turn behind the wheel, so you can share the driving adventure as well as the latest must-try food."

TOP 20 TRENDING FOOD SPOTS:

1. The Shed, London

2. Humble Crumble, London

3. Beef Smokehouse, Manchester

4. Max's Sandwich Shop, London

5. Evelyn's Cafe Bar, Manchester

6. Fitzbillies, Cambridge

7. Urban Tandoor, Bristol

8. Fat Hippo, Cardiff

9. Hickory's Smokehouse, Birmingham

10. Fat Pats, Manchester

11. Diddly Squat Farm, Chipping Norton

12. Fire and Flank, Cardiff

13. Koko Cafe, Glasgow

14. Jason Donervan, Bristol

15. Get Baked, Leeds

16. Bao Buns 23, Manchester

17. Low and Slow Barbeque, Bristol

18. SpudMan, Tamworth

19. 40 Ounce, Newcastle

20. Jax Snax, Glasgow