The rapid rise of short-form video platforms like YouTube Shorts has significantly influenced consumer behaviours, especially in the food and hospitality industry. This study investigates the impact of YouTube Shorts on restaurant selection among consumers in Coimbatore. A structured questionnaire was administered to a diverse demographic, with a focus on frequency of viewership, content preferences, and actual dining behaviours. The findings reveal that a majority of respondents, particularly in the 18–24 age group, are frequent consumers of food-related content on YouTube Shorts and are influenced by visual appeal, food presentation, and ambiance as showcased in these videos. While 59.4% reported visiting restaurants after watching Shorts, many also experienced a mismatch between the video content and the real experience, leading to occasional dissatisfaction. Trust in influencers emerged as conditional, with users favouring authenticity over paid promotions. The study concludes that while YouTube Shorts is a powerful tool for driving curiosity and influencing choices, traditional decision-making factors such as food quality, pricing, location, and peer reviews remain crucial. The research provides valuable insights for restaurant marketers aiming to optimize their digital strategies and align online impressions with on-ground experiences.