Caterer Middle East Magazine – 18 June 2025
Marta Warren gives a clear breakdown and practical advice on why AI matters to busy F&B teams
It’s 2025, and AI is now your customer’s first port of call.
Before they check your Instagram or Google Maps, today’s diners are asking tools like ChatGPT, Google Gemini or Siri: “Where can I get dinner with a sea view? What’s the best vegetarian place in Abu Dhabi?”
And within seconds, AI gives them answers. But does your restaurant make the list?
If not, it may be because AI doesn’t understand who you are, or worse, doesn’t even know you exist. That comes down to one thing: how well your content is written, structured and spread across the internet.
AI platforms don’t rely on ads or hashtags. They rely on clear, consistent language from trusted sources to decide which venues to recommend.
Let’s break it down. No tech jargon. Just practical advice and why it matters to busy F&B teams.
AI is now your digital concierge
In the past, people searched. Now they ask.
That shift from clicking links to receiving answers is what’s changing the rules. AI doesn’t show a list of websites. It offers a handful of curated suggestions based on how confidently it understands and trusts the information available about your venue.
AI tools don’t just “find” your business. They decide whether to recommend it. If you’re not clearly and consistently represented online, you simply won’t appear.
Why some restaurants show up and others don’t
AI models like ChatGPT are trained on vast amounts of data. When it comes to food and beverage, they lean on local and regional media, user-generated review platforms such as TripAdvisor, Google Reviews and Zomato, and public forums and knowledge sources like Wikipedia and Reddit.
These are the sources AI trusts most. If you’re not mentioned there or the mentions are outdated, you won’t make the cut. Because AI doesn’t just look for keywords. It looks for proof.
That means being specific and detailed about what you offer. Instead of saying “luxury dining,” describe the tasting menu, the sommelier’s wine pairings, the view from the terrace or the story behind the seasonal ingredients.
AI is a language model. It understands meaning based on patterns in language. The more clearly and specifically you describe your offering, the more AI understands you.
PR is no longer just for big hotels
In the age of AI, a media mention isn’t just good exposure; it’s discoverability fuel.
If your chef or restaurant is featured in an article titled “Best New Openings in Dubai” or “Top Brunches in Ras Al Khaimah,” AI platforms like ChatGPT will often reuse that content in future answers.
Media mentions get indexed by AI. Even one strong article can help your brand surface in dozens of future searches.
And it’s not just press. Your content also needs to be structured in ways AI can easily read and reuse.
Describe your venue clearly, notably cuisine, setting and unique touches. Include details like hours, booking links and highlights, and use natural language that reflects the conversational tone when people search
AI tools prefer natural, structured language over fluffy marketing copy. Think of your content like a well-trained host who is clear, helpful and confident.
What you can do (without a marketing degree)
You don’t need to be tech-savvy to start showing up in AI recommendations. Here are five things you can do now:
- Give the media (and your guests) something to talk about. Launch a chef’s table, host a themed night, or create a seasonal special. Why? Newsworthy stories attract editorial coverage, and AI trusts that coverage more than ads.
- Aim for mentions in real articles, not just ads. Pitch your venue to local journalists or lifestyle editors. Why? AI prefers editorial sources because they are independent and credible.
- Be consistent everywhere. Use the same name, contact info and description across Google, booking platforms and social media. Why? Conflicting information confuses AI and lowers your chances of being recommended.
- Don’t hide your info in PDFs. Put your menu, hours and booking links on your website, not just in downloadable files. Why? AI can technically read PDFs, but it doesn’t prioritise them. Web pages are easier to scan and reuse.
- Update content regularly. Use phrases like “new in 2025” or “this season’s special” to keep your info fresh. Why? AI looks for recency. Outdated content signals you might no longer be active or relevant.
Gen Z, Millennials and the new discovery habits
Younger guests aren’t searching the way they used to. Gen Z gets inspired by TikTok’s AI-powered trends. Millennials are asking ChatGPT for curated dinner spots.
Whether it’s visual discovery or conversational search, AI is now the gatekeeper. If you’re not speaking its language, you’re not getting through.
Whether you run a fine dining concept, a beachside café or a 10-table gem, AI visibility is now a key part of your guest journey.
If you want to be part of the conversation, your content needs to be written for both guests and machines – clearly, consistently and in the places AI trusts.
Marta Warren 