How Consumers Really Choose Where to Eat
Your future customers are scrolling. Are you showing up? Uncover the real decision journey diners take — and what your brand needs at every step to convert curiosity into clicks.
From the Desk of Jonathan Lim, Founder & CEO, Oddle
Last weekend, I watched my friends decide where to have dinner.
We weren’t short of options, but the process said a lot about how people choose food today.
Every diner goes through the same journey: discovery, decision, and purchase.
1. Discovery: Intentional and Non-Intentional
Discovery happens in two ways: intentional and non-intentional.
Intentional discovery starts with a plan.
Someone heading to Holland Village searches:
“best restaurants holland village”
“new cafes near me”
“romantic dinner singapore”
A few years ago, this happened on Google.
Now, many start that search directly on TikTok.
Younger diners use TikTok as their search engine, typing the same phrases and comparing results through short videos.
They judge by how the food looks and how the experience feels.
Whether it is Google Maps or TikTok Search, your visibility depends on how searchable and discoverable you are across both.
Non-intentional discovery happens when people are scrolling aimlessly on Instagram, TikTok, Xiaohongshu, or Lemon8.
They are not hungry. They are just watching.
But every time your restaurant appears in their feed, you take up a little space in their mind.
They start to recognise your name and associate it with something worth remembering.
Both quantity and quality matter.
Quantity keeps you visible.
Quality makes you memorable.
When your restaurant shows up often, it builds familiarity and trust over time.
That familiarity is what eventually turns into consideration.
2. Engineering the Scroll
Inviting influencers and creators for tastings is part of this system.
Each post they make puts your brand in front of new audiences.
Every clip, mention, or repost compounds visibility.
The restaurants that grow fastest are deliberate about discovery.
They do not wait for it to happen.
They plan it.
Consistency matters more than luck.
3. Decision: The Google Maps Checkpoint
Once curiosity is sparked, diners look for confirmation.
Almost everyone validates their choice on Google Maps, even if they first saw you on TikTok.
Customers forgive slow service or crowded restaurants because those can signal popularity.
What they do not forgive are reviews that say “tasteless,” “overrated,” or “bland.”
Those words break trust at the point of decision.
A steady stream of strong reviews tells diners they can trust the experience.
Google reviews are not vanity metrics. They influence conversion directly.
Without them, discovery stops at curiosity.
4. Purchase: Turning Decision into Action
After deciding, many diners drop off because there is no easy way to act.
That is why having strong sales channels matters.
A smooth reservation system helps customers secure a table the moment they decide.
A clear online ordering channel lets them order when they cannot visit.
These tools bridge the gap between wanting and doing.
They capture intent before it fades.
If discovery is the spark and decision is the match, your sales channels are the oxygen that turns interest into revenue.
Final Thought
The way consumers discover food has changed, but the pattern is clear.
They scroll without intent.
They search with intent.
They validate on Google.
They buy when it is easy.
Restaurants that grow know how to guide customers through every step.
Show up early. Build trust quickly. Make it effortless to buy.
Visibility starts the journey.
Credibility wins the decision.
Accessibility drives the sale.
👀 Curious where your restaurant stands today?
Try BrandCheck — it’s free and shows you how customers (and engines) are finding you.
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