Perched on a bar stool with a frozen margarita in her hand, she posed for five minutes while her “Instagram husband” took pictures. Meanwhile the heat of the afternoon was taking its toll on the drink and it was quickly melting. Shortly afterwards food arrived at their table. She arranged the napkins, cutlery and glasses around the food for more photos. At the end of the make-shift photo shoot her food would have been lukewarm and her drink had returned back to its original liquid form. This begs the question “Did food have a meaningful existence before social media?” Getting the perfect Instagram shot before eating it has become common practice. There is no denying the impact that Instagram has had on the food and beverage industry. The ‘Instagramability” of food is becoming increasingly valued in both operational and marketing decisions. “What plates will photograph the best? What tables will be the most aesthetically pleasing? How do you light the table correctly?” The saying rings true – “Camera eats first.”
@enticemebrisbane Confit duck, rocket, radicchio & walnut salad
Since it’s launch in 2010, a mere six years ago, we have seen the rise of the food blogger and influencer. Restaurants and bars are reaching out to them like they never have before. Offering free food, invites to events normally reserved for food critics only and even paying them for their time. Some influencers boast not having paid for food in months! The heights that some restaurants will go to in an attempt to entice influencers is dizzying. To help create optimal lighting for influencers, one New York restaurant provides specialty light boxes. The quest for the most ‘Instagramable’ dish has made way for many short-lived trends. Whilst these dishes bring a lot of attention to the restaurant it does not always translate into long term popularity. People should want to share photos because the dishes are amazing and not only because they look good.
@new_fork_city Stopped by @patriziasnyctoday for this beautiful star shaped pizza! Add us on snapchat (newforkcity212) for more drool-worthy videos from the feast 🙌🏻😍🍴
Earlier this year, rainbow ice cream simply was not enough for foodies when the rainbow food trend exploded. You could buy anything from rainbow coffee to rainbow bagels. Hong Kong outdid itself when local café KALA Toast created a rainbow grilled cheese sandwich. It sent the World Wide Web into shock. Foodies and food bloggers alike descended on the café to get their ‘insta-worthy’ shot of the sandwich.
@hkfoodiexblogger Say cheeeseeeeeee😍😨
Many restaurants in Hong Kong are chewed up and spat out in a matter of months, so any help with promoting the food is important. Their online food journals, if you will, are like mini magazines with the potential to expose thousands of people to your brand with one simple photo. At Ruby Tuesday we recently engaged with local food bloggers and it created a buzz around our latest Chef's Feature Menu and lead to our Instagram follower numbers increasing. As exciting as it is to be the talk of the internet with "totally instagramable dishes," it is important to make sure that the food is of high quality and you also provide great service. As long as people feel the need to brag about their awesome, or bizarre, food and have access to a camera, Instagraming food will be popular. Love it or hate it, Instagram and food bloggers are here to stay.
@mochachocolatarita My, oh my. Chocolate Tall Cake 😈😈😈