The key is to make your brand’s experience memorable from the ground up, across locations, and then demonstrate that online with active engagement, strong social proof, and authentic content.

Competition in the restaurant industry has always existed, whether it’s competing for retail space, battling market prices, or winning out over the competitor across the street. But competition in 2026 looks different. Why? Because the way guests find and choose restaurants has changed. With social media and AI tools emerging as new search engines, it complicates the already challenging landscape and forces restaurants to rethink how and where they show up.

While there isn’t a one-size-fits-all solution to this shift, there are key factors multi-unit owners should understand and get ahead of so their brand stands out in ways that actually matter to their customers.

Social Media as a Search Engine for Gen Z

It might not come as a surprise that social media has become a new tool for discovery among younger audiences, but what’s important for owners to understand is who uses it, what translates, and where to focus resources.

Last year, we conducted a national survey with over 1,000 consumers and more than 80 franchise operators ranging from food and beverage to retail industries. The 2025 Franchise Trends Report revealed that 43 percent of Gen Z in the U.S. use TikTok as a primary discovery tool, surpassing Instagram and Google.

This reveals a big shift for younger customers who rely on user-generated content (UGC) and employee-generated content (EGC) as a source of truth amidst overwhelming amounts of paid advertising. Organic content that promotes brand personality, transparency, and authenticity builds credibility among this group.

How to leverage this: Consistently create and release value-driven content that’s easily shareable for key audiences across social platforms, especially Instagram and TikTok. Better yet, get employees involved in the content and collaborate with credible influencers who can contribute to the virtual word-of-mouth process.

AI is Disrupting Search, But Not Like You’d Expect

There’s a lot of talk discussing the “death of SEO” and how AI is disrupting traditional search. Based on our findings, 42 percent of consumers intentionally use AI as search tools to learn about brands, so it is making an impact. Except it’s not exactly replacing past systems. It’s more so creating a shift that’s driving a multi-faceted approach.

Search Engine Optimization (SEO) still matters even with the emergence of Google AI Overview. The more your brand demonstrates a holistic authority footprint through social proof, genuine community engagement, and a strong earned media presence, the more it will boost SEO and place you as a contender for AI results.

How to leverage this: Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) do come into play, but enhancing your authentic presence across the digital ecosystem will do a fair share of evergreen optimization for you.

Google is Still King, Especially for Older Audiences

We’ve already established that Google isn’t going anywhere anytime soon. Despite Google AI Overview, the search engine remains an especially important tool for older audiences who rely on more traditional methods to find businesses and brands.

Age aside, local SEO (location-based searches) continues to be relevant for tracking down business addresses, hours, or seeing what dining options are in someone’s area. With this being said, it’s crucial to keep your restaurant’s Google Profile updated and active even if it may seem like an afterthought.

How to leverage this: Ensure Google Profile hours and location details are up to date and stay on top of review engagement. This will trickle into that SEO bucket, which builds your credibility and increases chances for discovery, especially for older audiences less familiar with social media and AI tools.

Building Authenticity from the Ground Up at Each Location

All of these tactics and strategies for winning on digital platforms may be useful, but there’s a hard truth on the other side of them: your brand can only appear as authentic and experiential online as it strives to be in person.

Based on our research report, 76 percent of respondents say they trust businesses they perceive as local, even if they’re not. But this is where it gets tricky for multi-unit restaurants as they try to balance national or regional scale with a local feel.

The restaurants that win are the ones that prioritize customer experience over price alone and empower units to implement personalized digital content and community-specific engagement to make each location appear as the local choice, while maintaining brand consistency.

This authentic approach on a foundational level translates to your digital presence, leading to more moments worth sharing and location-based discovery.

Growing Your Customer Base in 2026

Multi-unit restaurants may have the advantage of multiple locations, but that doesn’t promise discovery or conversion. The key is to make your brand’s experience memorable from the ground up, across locations, and then demonstrate that online with active engagement, strong social proof, and authentic content.

It might seem simple, but following this model leads to foundational growth rather than vanity metrics. It’s not about investing in the newest tech or hopping on the latest bandwagon, but applying a modern lens to the systems that actually bring people to your restaurant and keep them coming back.

Source: Nick Dan-Bergman, FSR