Share your food: how restaurants can capitalise on the social currency of ‘foodstagram’

Posted on 05/12/2016 · Posted in Blog, Food and Drink, Palm PR

As dining technology becomes an integral part of our daily lifestyle, the  trend for ‘foodstagramming’ is a normal part of our decision making process on where to eat.

With 26 per cent of consumers now dining out at least once a week[1] and more of us sharing pictures of our food, the desire to snap and eat the most photogenic of dishes is an integral part of choosing a restaurant or bar. Taste alone is no longer good enough, and the result is that venues are using image sharing content to their advantage in enticing diners to their venue, as well as understanding which of their dishes hold the most social currency.

Time Out Magazine’s 2016 City Index showed that under 35s are highly likely to take a snap of their meal: as usual the Millennial market is key here. By now, we’re all familiar with ‘instagrammable’ meals becoming viral content in their own right. One example of this is the Taiwanese bun phenomenon Bao, who’s out-the-door queues have been attributed to their incredibly ‘shareable’ buns.

The industry is starting to recognise and use the organic marketing power of their customers desire to share what they are eating. Zizzi recently teamed up with famous ‘foodstagrammer’ Leanne Lim-Walker to train staff to help diners capture the perfect snap of their meal, and with the increasing use of live-streaming, there is infinite potential for branded masterclasses. Equally, there is a growing awareness that the desire to share is also a subtle way for consumers to show off about where they are dining, a phenomenon that plays into restauranteurs hands. The Instagram effect has meant that presentation has become far more important to many consumers, and this phenomenon has found its way into consumers’ homes. This winter, M&S have latched onto this trend with the launch of their ‘Christmas brunch and canape range’, a series of mini delights that are infinitely more snappable than the sprouts and potatoes of a traditional Christmas dinner.

Restauranteurs no longer just have to create delicious food. It has to look amazing too. The lighting in the venue has to be just right to show off each dish. There may be more to think about but it’s an ever exciting time for innovative business owners who can have unparalleled visibility to their clients likes and dislikes and hone their offering to meet the right audience.