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El convidado

¿Cómo utilizan las redes sociales los 50 Mejores Restaurantes del Mundo?

Diego Coquillat
Diego Coquillat 14/5/2012Comentarios

La lista cambiaría mucho si se hiciera a partir de los seguidres de Twitter y Facebook

Hace dos semanas tuvo lugar en el histórico Guildhall de Londres la publicación por parte de la revista británica ”Restaurant” de la lista de los 50 Mejores Restaurantes del Mundo, con la asistencia de muchos de los máximos representantes de la gastronomía mundial, convirtiéndose en uno de los acontecimientos gastronómicos más importantes de la actualidad.

La ceremonia se pudo seguir en directo vía streaming y a través de twitter con los hashtag #worlds50best o #50best, tengo que reconocer que la puesta en escena fue espectacular, similar a la entrega de premios de cualquier festival cinematográfico internacional de renombre.

La lista no tenía demasiado interés, ya que antes de comenzar el acto había sido filtrada y ya se conocía el desenlace final, pero si que es cierto, que al terminar la ceremonia, se despertó en mi una enorme curiosidad por contestar algunas preguntas que rondaban en mi cabeza sobre cómo estos super-restaurantes utilizan el SMR (Social Media Restauranting).

  • ¿Cambiaría la lista si además de tomar criterios gastronómicos se incluyeran criterios sociales?
  • ¿Cómo utilizan los 50 mejores restaurantes del mundo las redes sociales?
  • ¿Son también un referente en las redes sociales?

Para contestar estas preguntas me puse a recopilar datos, analizando de cada uno de los restaurantes su entorno social y extrayendo algunas conclusiones que me gustaría compartir con todos vosotros en las siguientes líneas:

*Nota aclaratoria:
1. El hecho de sumar más o menos seguidores no siempre está directamente relacionado con un buen uso, o unos buenos resultados en redes sociales. En este caso lo utilizo como variable de medición y comparación.
2. Como la lista de “Restaurant” se realiza sobre los restaurantes, no sobre los cocineros, los datos analizados son de las cuentas en redes sociales de los restaurantes, aunque en algunos casos el uso profesional y personal es compartido.

Sí, las redes sociales cambiarían la lista

En primer lugar os presento una lista alternativa de los 50 mejores restaurantes del mundo añadiendo un criterio de “popularidad en redes sociales” a través de la comunidad de seguidores que estos restaurantes poseen en las dos redes sociales más significativas, facebook y twitter:

Se puede apreciar como hay un cambio muy significativo y es que el primer restaurante de la lista de “Restaurant” ya no sería el danés Noma, que pasaría a un segundo lugar, sino que sería el neoyorquino Le Bernardin, con una diferencia abismal en su comunidad de seguidores frente al resto, ya que entre ambas redes sociales tendría más de 100.000 seguidores.

Realmente es muy sorprendente que salvo los ocho primeros restaurantes, el resto, es decir 42 de los mejores restaurantes del mundo, no tengan ni 10.000 seguidores uniendo las dos redes sociales más populares que hay en la actualidad.

Pero lo que parece aún más grave es que el 40% no tenga ningún tipo de entorno social para poder comunicarse, relacionarse o escuchar a sus seguidores o clientes.

También quisiera destacar que dentro de los 10 primeros, España sería el país por número de restaurantes más activo en redes sociales, manteniendo cuatro de sus cinco restaurantes en estos puestos. Además, habría un gran beneficiado en esta lista alternativa, el restaurante del cocinero Quique Dacosta, que pasaría de ocupar el puesto 40 de la actual lista al 5 en esta otra.

Gran concentración de seguidores

Para analizar con más detalle como utilizan las redes sociales los 50 Mejores Restaurantes del Mundo y que tipo de redes sociales usan he realizado los siguientes gráficos:

 

Vemos como la red social más utilizada es Facebook ya que casi el 60% de ellos la usan, en la mayoría de los casos comparten contenidos de los procesos creativos de sus platos, materias primas, el entorno de sus restaurantes y aquellos eventos o actos destacados en los que participan. A diferencia de lo que suele ser habitual en otro tipo de restaurantes, no se comparten promociones y hay poca comunicación directa con sus fans.

Respecto a twitter, vemos como más de la mitad no tiene cuenta creada en su restaurante, y son totalmente invisibles en esta red social.

Por último, en este apartado, hay un dato que me parece muy significativo y que nos da una idea clara del poco valor que estos restaurantes le dan a los entornos sociales y es que el 20% de los restaurantes, es decir, entre 10 restaurantes, tienen el 80% de los seguidores de todos los restaurantes, con lo cual hay un altísimo grado de concentración en muy pocos restaurantes.

La lista según los restaurantes más activos

Si de nuevo volviéramos a incorporar otra variable social a la lista publicada por la revista “Restaurant”, en este caso la “actividad en twitter” entendida como la media de tweets por día que comparten estos restaurantes en su cuenta de twitter, el resultado de esta nueva lista que obtendríamos sería el siguiente:

Volvería a haber un cambio muy importante en el primer puesto, sería el restaurante español Quique Dacosta el líder indiscutible con una media superior a 5 tweets lanzados por día desde su cuenta @quiquedacosta, pasando el restaurante Noma (@ReneRedzepiNoma) a ocupar el puesto 10 con una cuenta muy poco activa de 1 tweet de medía al día. Los tres primeros puestos de la lista los ocuparían restaurantes españoles.

Como ya he comentado anteriormente, el resto de restaurantes no aparecerían porque ni siquiera tienem cuenta en twitter.

La distribución mundial de seguidores

Por último he realizado una lista y un mapa con la distribución de seguidores en redes sociales agrupándolos por países, el resultado es el siguiente:

Parece lógico que Estados Unidos sea el país que agrupe el mayor número de seguidores, ya que es el que más restaurantes incluye en la lista y además es el país donde han nacido y se han desarrollado las principales redes sociales mundiales.

España tiene un puesto muy destacado, siendo el segundo con mayor número de seguidores.

Me sorprenden algunos países como Francia, Italia, Reino Unido o Japón con una cantidad de seguidores muy escasa, aportando, principalmente el primero, un número de restaurantes importante y siendo países con una penetración en redes sociales muy destacada.

Aunque la lista ha sido criticada por diferentes aspectos en los que no voy a entrar en este blog, ya que forman parte de otra temática, me gustaría felicitar a todos los restaurantes porque sé el enorme esfuerzo, tenacidad, sacrificio y creatividad que supone estar en la vanguardia de un sector tan competitivo mundialmente como es el gastronómico.

Pero por otro lado, me gustaría manifestar mi gran decepción al observar los datos del informe y lanzar una reflexión.

Estamos ante una de las revoluciones más importantes que está viviendo la historia de la humanidad gracias a Internet y las Redes Sociales, similar a otras en siglos pasados que cambiaron para siempre las historia.

Estamos viendo como cada vez más personas, más sectores, más empresas y más medios se están digitalizando, la televisión, la prensa, la radio, el teléfono, y por primera vez podemos comunicarnos y compartir en grupos desde los lugares más remotos del mundo. La información es accesible, es social, es global y es barata.

La alta gastronomía no puede vivir de espaldas a ese nuevo mundo, en su exclusiva burbuja de cristal, donde lo único que vale es el reconocimiento de 30 , de 300, o de 3.000 expertos, que justifican un puñado de clientes atraídos por la “condecoración”, el reconocimiento gastronómico tiene que conseguirse también por su comunidad de seguidores, que será la única capaz de trasladar globalmente los valores reales del restaurante.

No me imagino dentro de unos años a los nativos tecnológicos eligiendo un restaurante porque un supuesto experto diga, en una guía o una lista “maravillosa”, que ese restaurante es así o asá, cuando tienen acceso inmediato a través de Internet a clientes que han vivido su propia experiencia en el restaurante, que le van a contar la verdad, sin intereses comerciales de por medio y que le van a influir emocionalmente, algo que jamás podrá conseguir ningún experto.

Que nadie dude que esto lo saben las grandes guías, el producto está empezando a no ser creíble si se le quita ese barniz mediático con el que lo envuelven, tendrán que reinventarse si quieren ser sostenibles ante este nuevo modelo social al que se enfrentan.

Los restaurantes del futuro no van a ser referentes únicamente por su alta gastronomía, tendrán que añadir algo más valioso que el criterio de un experto, que las estrellas de una guía o que el puesto en una lista, su capital social.

 

Nota: Artículo originalmente publicado en la web del autor, www.diegocoquillat.com

30 Comentarios

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  5. Kaycee Raught dice:

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