The Attention Economy

Redefining Success for Restaurants in a Digital Age

Canada's Restaurant Guy, Jay Ashton

In today’s restaurant industry, success goes beyond serving great food, it's about capturing and holding customer attention in an era filled with constant distractions. Welcome to the Attention Economy, where the true currency is no longer just money, but how effectively a business can grab, hold, and convert a customer’s attention into sustained loyalty and revenue. Restaurants, like all businesses, are navigating an ever-evolving digital landscape, where attention is scarce but invaluable.

In this new economy, those who understand how to effectively win and sustain customer attention will find themselves ahead of the competition. Let’s explore how restaurants can thrive by leveraging attention as their most vital resource.

What is the Attention Economy?

The Attention Economy is built on the principle that human attention is a finite resource, and as more brands and businesses fight for consumer focus, it becomes increasingly valuable. Nobel Prize-winning economist Herbert A. Simon first noted this trend in 1971 when he pointed out that "a wealth of information creates a poverty of attention."

In the restaurant industry, the stakes are high. The challenge isn't just getting customers to notice your business, it’s about sustaining their attention long enough to build lasting relationships, drive loyalty, and boost sales. It’s no longer enough to be noticed. To succeed, restaurants must actively engage in a battle for attention that extends from digital spaces like social media to the in-restaurant experience.

Why Restaurants Must Focus on More Than Just Food

Attention, in the restaurant world, translates into everything from social media followers to repeat business. When properly harnessed, attention can increase foot traffic, foster customer loyalty, and drive higher sales. Restaurants need to think about how to capture and hold attention across multiple touchpoints, including digital marketing, in-person experiences, and follow-up interactions.

For example, according to Statista, social media plays a key role in how restaurants capture customer attention. Over 70% of consumers in the U.S. report using social media to discover new dining spots, highlighting the critical importance of a strong digital presence. But simply showing up isn’t enough, restaurants must constantly work to turn that attention into a lasting engagement.

How Restaurants Are Winning in the Attention Economy

To thrive in the Attention Economy, restaurants must adopt new strategies that go beyond traditional marketing methods. From social media to in-restaurant experiences, restaurants can capture and sustain attention in ways that keep customers coming back for more. Here are key strategies successful restaurants are using to stand out in today’s crowded market.

1. Social Media as the Primary Stage for Attention

Social media has become the frontline in the battle for consumer attention, and restaurants are increasingly turning to these platforms to drive customer engagement. Platforms like Instagram, TikTok, and Facebook offer restaurants the opportunity to capture fleeting moments of attention and transform them into powerful connections.

For instance, Black Tap Craft Burgers & Beer in New York effectively used Instagram to showcase their iconic, extravagant milkshakes. With irresistibly shareable visuals, these posts quickly went viral. Customers flocked to the restaurant not only for the food but for the experience of creating their own "Instagrammable moment." This attention garnered through social media drove a 50% increase in foot traffic in their first year of implementing this attention-focused strategy.

Restaurants that want to thrive in the Attention Economy need to create visually compelling content that stops people mid-scroll and inspires action. Encouraging user-generated content (UGC) and responding to customer comments in real time can keep attention on your brand even after the meal is over.

2. Memorable In-Store Experiences: Turning Moments into Memories

In the Attention Economy, a restaurant’s success hinges on more than just its food, it’s about the experience. Customers are drawn to restaurants that offer something unique, something they can’t wait to share on social media or tell their friends about. This trend has driven the rise of experiential dining, where restaurants design their service and environment to create moments that capture attention.

Take Nusr-Et Steakhouse, famously associated with Salt Bae. The theatrical way Nusret G?k?e seasons and serves his steaks became a viral sensation, not because of the quality of the food, but because the experience was visually captivating. Customers began visiting the restaurant not just to eat, but to be part of a moment worth sharing. Salt Bae turned attention into a global phenomenon, opening restaurants across the world due to the viral success of his attention-grabbing presentation.

Restaurants must think beyond food and service. Offering unexpected elements, with active dish presentations, live music, or striking interiors, can capture customer attention and turn each visit into a shareable event.

3. Technology and Apps: Keeping Attention Beyond the Meal

Loyalty programs and mobile apps are no longer just ways to track purchases, they are tools to sustain customer attention long after they leave the restaurant. In the Attention Economy, continuous engagement is key, and technology allows restaurants to keep their brand top of mind through push notifications, personalized offers, and mobile ordering.

Starbucks is a prime example of using technology to command ongoing attention. Their loyalty app not only rewards frequent purchases but keeps users engaged with personalized notifications, exclusive offers, and interactive challenges. By constantly staying in front of their customers’ attention through these digital interactions, Starbucks has built one of the most successful restaurant loyalty programs in the world, boasting 29 million active members.

For restaurants, investing in technology that keeps customers connected can pay off significantly. According to PYMNTS, restaurants with robust mobile apps see a 50% increase in customer engagement compared to those without.

4. User-Generated Content: Letting Customers Capture the Attention for You

One of the most powerful strategies in the Attention Economy is encouraging user-generated content (UGC). People trust their peers more than traditional advertising, and seeing real customers enjoying a restaurant’s offerings can sway potential diners far more effectively than a branded campaign.

Consider how Sweetgreen harnesses the power of UGC. They regularly encourage customers to post their meals on social media using branded hashtags, resharing the best content on their channels. This saves on marketing costs and creates an organic cycle of attention. When customers see others enjoying Sweetgreen, they’re more likely to visit and share their experiences, perpetuating the cycle.

According to a study by Stackla, 79% of people say user-generated content highly influences their purchasing decisions. Restaurants that encourage customers to share their experiences, either through in-store signage, contests, or branded hashtags, can capture attention far beyond their immediate reach.

The Economics of Attention: How It Impacts Revenue

Attention directly influences a restaurant's financial success. Restaurants that effectively capture and hold customer attention tend to see higher sales, increased customer loyalty, and more positive word-of-mouth marketing.

The ROI of Attention Strategies

Investing in attention-capturing strategies yields measurable returns. For example, brands that prioritize UGC and social media engagement see up to 3.5 times higher lifetime customer value, according to Hootsuite. Similarly, businesses that use personalized email marketing—another tool to sustain attention, see a 6x higher transaction rate than those using generic messaging.

The success of Shake Shack’s IPO offers a concrete example of attention translating into financial gain. The brand’s cult-like following, driven by its social media presence and attention-grabbing in-store experiences, contributed to its share price soaring 118% on the first day of trading. Shake Shack’s ability to capture and maintain customer attention was a key factor in its impressive financial performance.

How Restaurants Can Thrive in the Attention Economy

To win in the Attention Economy, restaurants need to prioritize attention at every stage of the customer journey. From the first time a potential customer sees an Instagram post, to the moment they decide where to eat, to their post-meal experience, attention should be carefully cultivated.

Here’s how restaurants can succeed in today’s Attention Economy:

1. Build a Strong Social Media Presence: Consistently post engaging content that resonates with your target audience. Encourage user-generated content to drive organic attention, and respond quickly to customer interactions.

2. Create Shareable In-Restaurant Experiences: Make every visit a memorable experience. Incorporate elements that customers will want to share, from unique dish presentations to interactive dining experiences.

3. Utilize Technology for Long-Term Attention: Use apps, loyalty programs, and push notifications to keep your brand top of mind. Personalization and exclusive offers can help sustain customer attention long after they’ve left the restaurant.

4. Leverage User-Generated Content: Encourage customers to share their experiences on social media. UGC provides a powerful, authentic form of marketing that captures attention beyond your immediate audience.

5. Personalize Customer Experiences: Use customer data to tailor your marketing and interactions. Personalized experiences grab more attention and foster long-term loyalty.

Winning the Battle for Attention

In today’s fast-paced, digital-first world, capturing and maintaining customer attention is more important than ever. The Attention Economy demands that restaurants think beyond food and service to craft experiences that are visually engaging, interactive, and shareable. By leveraging social media, technology, and user-generated content, restaurants can attract attention and turn it into long-term loyalty and revenue.

As the restaurant industry continues to evolve, those who master the art of attention will be the ones who stand out, grow their business, and cultivate a loyal customer base in an increasingly competitive landscape. The Attention Economy is here, and restaurants that can harness it will define the future of dining.