From Nation's Restaurant News · · 1m 40s
Restaurant employees become brands' most credible creators
Starbucks and Portillo’s use staff as authentic content creators.
In brief
Starbucks and Portillo’s use staff as authentic content creators. Restaurant employees generate trusted content that drives 61% of Gen Z to discover products. Originally reported by Nation's Restaurant News.
Starbucks pilot
Starbucks launched custom Creator Networks in TikTok’s Content Suite for employee content creation.
“Starbucks announced it would become the first brand to pilot custom Creator Networks inside TikTok’s Content Suite”
Employee content growth
Employees post at three times the rate of similar-sized chains in Starbucks’ program.
“The company reports that its employees post at roughly three times the rate of employees at similarly sized chains”
Employee creator programs
Portillo’s built Maxwell Street Mavens with 15 team members creating campaign content.
“Portillo’s built the Maxwell Street Mavens around 15 team members who have created content for campaigns”
First Watch program
First Watch runs content creator program for hourly employees.
“First Watch also runs a content creator program for its hourly employees”
Graduating seniors
73% of graduating seniors would apply to jobs after seeing employer behind-the-scenes content.
“Handshake found that 73% of graduating seniors would be more likely to apply to a job after seeing behind-the-scenes content from an employer”
Consumer trust
40% of consumers discover products through employee content, 61% of Gen Z.
“Sprout Social’s 2026 State of Social Media research found that 40% of consumers frequently discover a product or service through employee-generated content”
Employee credibility
Employees show hands-on experience that outside creators cannot replicate.
“An employee can show technique at volume, the choreography of a Saturday rush, how a piece of equipment holds up on its four hundredth ticket of the day”
Payment models
First Watch pays $250 per reposted content, Starbucks shares ad revenue.
“First Watch’s published program terms offer hourly employees $250 when the company reposts their content”
Timing rules
Content should not be captured during working hours per First Watch’s terms.
“First Watch’s terms state that content should not be captured during working hours”
FTC disclosure
FTC requires clear disclosure of employment relationship in employee content.
“The FTC’s endorsement guides treat the employment relationship itself as a material connection”
Influencer comparison
Employee content builds credibility with existing brand audiences, influencer partners reach new communities.
“Employee content deepens credibility with people who already know the brand. It humanizes, teaches, and answers questions guests are already asking”
Supplier partnerships
Foodservice suppliers use LinkedIn for category-specific content creation.
“Suppliers have their own version of the employee creator, and it has been building on LinkedIn”
Key principles
Pay employees, write rules before filming, disclose relationship, keep independent voices.
“Pay people for the work. Put the rules in writing before the first shoot. Disclose the relationship inside the content. Keep independent voices in the mix”
What works
Employee creator programs succeed when the person on camera would say the same thing off it.
“An employee creator program works when the person on camera would say the same thing off it”
Why it matters
Employee content drives 61% of Gen Z to discover products, addresses turnover and applicant pool challenges.
“Employee content drives 61% of Gen Z to discover products, addresses turnover and applicant pool challenges”
The key point
Restaurant employees generate trusted content that drives 61% of Gen Z to discover products.
