Social media reviews transform the Italian food industry

The Italian food industry is undergoing a transformation as gastronomic criticism shifts from professional guides and television formats to social media platforms. Chefs, restaurateurs, and digital creators are increasingly using short-form videos, tastings, and provocative commentary to engage audiences, turning food reviews into a form of digital entertainment.

This new dynamic often follows a predictable cycle: a review is posted, a response is issued by the establishment or another professional, and the resulting debate generates further engagement. While this can increase visibility and attract new customers, it also exposes businesses to superficial judgments and uncontrollable controversies. Digital reputation has become a critical component of a restaurant's value, driven as much by third-party commentary as by the establishment's own communication.

Prominent figures in this space include Vittorio Gucci, a Food Network host and restaurateur with a large Instagram following, and Abbas Ahmad (known as Habibi), a popular kebab shop owner and web star. These creators often use their platforms to review competitors or defend specific recipes, creating media storms that drive significant online interaction.