A co-worker comes into the office raving about the new restaurant down the street and its “to-die-for” wild mushroom risotto.

Restaurants both big and small are activating influencers to drive positive word of mouth recommendations, awareness, and trust among millions of potential diners each day. But why are brands such as Outback, Fogo De Chao, Fleming’s Prime Steakhouse, Eric Greenspan’s The Foundry on Melrose and others spending valuable resources on the practice of influencer marketing?