Toronto influencer Jordan Shore spends up to $1,000 per month on restaurant food for his videos. He recently featured nigiri from Oroshi Fish Co.Jordan Shore/Supplied
Hi, I’m Olivia Grandy, a Globe business reporter, and I’m filling in for David Berman while he takes some well-deserved holidays.
We’re halfway through the summer of 2026, and online influencers are testing patios, sizzling bites and icy drinks. It looks glamorous, but before you rush out to try their latest recommendations, how much does it all cost?
Jordan Shore is a full-time content creator and actor based in Toronto, who highlights local dining spots and has roughly 65,000 followers across platforms. He estimates that he spends between $500 and $1,000 a month on food at restaurants for his videos.
Although income for digital influencers is highly volatile, Mr. Shore, 31, made roughly $163,000 in take-home income from content creation in 2025 – and expects to top that this year.
Most of that comes from paid partnerships, such as with grocery and alcohol brands. But many followers come to his page for his frequent restaurant posts: In July, he posted about 25 of these videos.
Mr. Shore visits some restaurants as a paying customer, but other times is gifted meals by restaurants in exchange for favourable coverage. When he pays for his meals himself, dining out is a business expense, making the food eligible for tax deductions.
“When I took my friend to Brasserie Côte for a $300 birthday dinner, obviously, A) I get to treat her, B) I get to also enjoy the amazing food, C) I also get to put that against my income because I did create content,” Mr. Shore said.
Here’s a breakdown of one of Mr. Shore’s recent videos that featured some divine-looking fusion spots in Toronto. (I fear that I, too, am being influenced to try the perilla-infused cold noodles at Gyopo Brewery.)
Food video cost breakdown:
- Wafu carbonara from Tatsuro’s in Leslieville: $23
- Chutoro Bluefin nigiri from Oroshi Fish Co. in Dufferin Grove: $16 (Provided to Mr. Shore)
- Kamo tataki (sous vide duck) from Bellis Café & Bar in the Annex: $29 (Provided to Mr. Shore)
- Dotori guksu (cold acorn noodles) from Gyopo Brewery in Little Portugal: $22
- Hansang (multi-course signature experience) at Takja BBQ House in Little Italy: $135 per person (Provided to Mr. Shore)
- Tip (20 per cent): $45
- Total, including provided items: $270
Mr. Shore acknowledges that the world of content creation can, at times, put pressure on both him and his followers.
“Sometimes, being the first one to post about something really is the best way to get noticed. And, if you’re like the tenth creator to post about the viral Dunkaroo latte, not to say the content won’t necessarily do well, it just gets saturated at that point,” he said.
“It’s funny that I will give people FOMO, but I also experience it at the same time.”
The fear-of-missing-out dilemma can be painful for your bank account if you do spend, and painful for your soul if you do not. Shannon Lee Simmons, a certified financial planner, said it can be quelled with a thought experiment:
“I tell people to imagine if they had to post the receipt and the bill beside everything they put on social media. Would you feel proud or not? Or would you feel sheepish?” she said.
Ultimately, Ms. Simmons said social pressure to spend is not unique to young people.
“This is not necessarily a Gen Z problem, this is a social media problem.”
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