Social media has officially become part of the dining experience. According to a survey by marketing agency MGH, 58% of TikTok users say they have visited a restaurant after seeing it on the platform—a 20% increase from the agency’s 2022 survey. Even more interesting, half of those surveyed say TikTok plays a significant role in deciding where they eat.
That influence has created a new generation of digital food critics. Few have more impact than Keith Lee, whose restaurant reviews have become so powerful that the phenomenon is now known as the “Keith Lee effect.” A positive review from Lee can send customers rushing to a restaurant almost overnight.
But TikTok has now introduced another interesting way to discover food: the “lunch in my city” trend.
The concept is simple. Open TikTok, type “lunch in my city” into the search bar, and choose the first video that appears. Then, theoretically, that’s where you’re having lunch.
The idea takes the decision-making out of your hands and replaces it with a little spontaneity.
But does it actually work?
Testing the trend in New York City produced some impressive results. One search recommended Sanwits, a Filipino sandwich shop in the East Village known for creative sandwiches inspired by Filipino dishes. Another search led to Edith’s, a popular sandwich shop and café that was already considered a favorite by the person testing the trend.
However, the experiment also exposed one of TikTok’s weaknesses: the algorithm isn’t always current. On another phone, the trend recommended Yogi by Barnjoo—a restaurant that had already closed. Another recommendation, Vivibowl, was still operating through delivery platforms but appeared to have a questionable online presence.
So, should you try it?
Absolutely—but with a little common sense.
The “lunch in my city” trend could be a fun way to discover something unexpected, particularly when you’re visiting a new city. But before heading out, check the restaurant’s current hours, availability and recent reviews.
TikTok might point you toward your next great meal. Just remember: the algorithm doesn’t always know what’s happening in the real world.
