The Toronto restaurant industry is no exception. Nowadays, he goes on to explain, "we're left with social media," describing influencers as "people who really have no business discussing food." Even before Capra posted his video on Instagram, prolific Toronto restaurateur Jen Agg (General Public, Le Swan) expressed a similar sentiment on her own social media in August 2025. But longstanding, consistent, quality restaurants rarely get the same attention on social media. She reiterates that, for her, she'd far prefer her customer base to come from word-of-mouth and from return customers than from people who found her restaurants on social media.