Internet drives food service in Brazil: consumers search online for decision to know restaurants

Whether through the menu available online, reviews, solution of doubts or possibility of reservations, the relationship between consumers and restaurants has never been as digital as today. According to research conducted between the site Complame Aqui and the Brazilian Association of Bars and Restaurants (Abrasel), 63% of the public only opts for an establishment after checking reputation and evaluation of other customers. Other 23% follow indication of friends in message groups, while 4% consider tips of influencers. 

The profiles on Instagram and TikTok are other channels visited and accompanied by consumers. Even those who have never been to a restaurant, or even live far away, can follow a certain establishment and plan to meet you one day. Therefore, in addition to ensuring quality in the service daily and count on disclosure 'mouth by mouth’, the giants of the sector have been betting on social media to captivate the public. 

No Johnny Rockets's, California network of hamburgers set in the 50s, the strong personality of the brand already had the charismatic choreographies of waiters long before the internet. Currently, the network has returned to surf strongly this wave, approaching even more children and young people. “The most active customers already know the schedules of the “ and are programmed to be in the store, recording or even participating in the choreography”, explains the director of Johnny Rockets in Brazil, Alan Torres.“Others, are surprised by the movement and for us is amazing to watch their charm to the presence of”. 

On Instagram, Johnny Rockets Brasil has 171 thousand followers, while the American profile of the brand has 98 thousand.“We found a tone of voice that speaks directly to our followers, including fun, charismatic content and smart memes, in a very Brazilian way”, explains Torres. 

National expansion 

Throughout the country, Johnny Rockets already exceeds 40 points of sale, second largest network in the world, behind only the American headquarters. In Brazil, the public finds stores in Sao Paulo, Parana, Santa Catarina, Rio Grande do Sul, Espirito Santo, Ceara, Paraiba, Amazonas, Goias and Distrito Federal. Until the end of 2025, the estimate is to increase 20% the volume of units. “Stores are only born when we see relationship with the public in a certain place, because the center of everything is the customer experience: provide a space of leisure, entertainment, good gastronomy and experiences among Augusto family and I am a family. 

As an enterprise, the differential is in the broad infrastructure to the franchisee, from the orientation in the choice of the commercial point, to the assistance in the training of the team, logistics with suppliers and much more. “Due to this entire system and a lot of market study, we managed to grow in an organic and strategic manner”, he concludes.