The Discovery Problem
Finding the right restaurant isn’t simple. People bounce between Yelp, Google, TikTok, and Instagram — but none of these platforms focus on spotlighting the small, local businesses that define a city’s culture. The result? Decision fatigue. Diners default to the same crowded spots or chains instead of discovering the hidden gems that make a city unique.
And the shift in attention has only made this harder. Today, 72% of diners discover where to eat on Instagram, TikTok, and YouTube — not from flyers, billboards, or static ads. Discovery now happens in seconds on the feed, where trust is built through creators, not campaigns. What people see on their screen tonight decides where they’ll show up tomorrow.