'Is this that place off TikTok?': What do celebrity endorsements mean for Newcastle’s food scene?

Celebrities and influencers are having an ever-increasing impact on what we eat and where - whether that be Gigi Hadid’s pasta, Hailey Bieber's renowned Erewhon Smoothie, or even the popularity of Anthony Bourdain’s beloved restaurant recommendations. Newcastle restaurants and cafes are no exception to the trend: favourites in The Toon are boosted by influencers’ support and celebrity sightings.

Endorsements undeniably play an important role in promoting local businesses in Newcastle; shaping their brand or drawing in new customers. Gordon Ramsey’s trip to Khai Khai in 2022, an Indian restaurant in Newcastle, had a massive impact on the eatery's visibility and popularity. In a comment to The Courier, Ely, Khai Khai Digital and Socials, revealed that “following his visit, we were fully booked every night for months”.

Similarly, in a comment to The Courier, Robert Clarkson, Founder of Goods, also highlighted the positive impact of celebrity endorsement; “it’s wicked, it definitely works and it definitely resonates with a lot of people”. Since opening in September this year, the café and grocer has gone viral on social media, with influencers flocking to try their smoothies, wraps and fro-yo. Most recently, Ant McPartlin visited the establishment, with his photo under the bright yellow GOODS sign gaining thousands of likes on the café’s Instagram account.

However, celebrity support doesn’t come without its difficulties, as hype from these endorsements can be a mixed bag. Although an influencer visit “puts you on the map”, "it can also be a hinderance as you get associated with that [influencers] which I don't think is always a good thing", Clarkson vocalised. The deeper, unseen value of local businesses can easily be missed in quick, viral content. Consequently, undermining the perception and integrity of the brand as it is seen simply as a trendy ‘tick box’ destination, or even lead to unwanted online backlash.

Whilst celebrity endorsements play a key role in promoting local businesses in Newcastle, true and lasting success comes from providing a great dining experience. Ely, Khai Khai, emphasises that “at the end of the day, celebrity recognition helps get our name out there, but the quality of our food and the experience we offer are what Khai Khai is known for”.