While enjoying a meal at a restaurant it’s a familiar sight to see someone at another table excitedly clicking photos of the food laid out before them before beginning to enjoy it.
People love food photography because everybody loves to look at food. The saying ‘we eat with our eyes’ has become truer in today’s digital age where photographs travel faster than any other marketing medium. In fact, the proliferation of the foodie culture across social media has been on a steady rise in recent years. And these days the millennial, especially so, are on the look for unique cuisine worth travelling for and want to share their joy when they find that perfect meal.
Good presentation indeed leaves a lasting impression and this visual appeal quickly finds its way to Instagram. Of course, what leaves a lasting memory is always the taste. But thanks to channels like Instagram, businesses are able to share photos of their fancily served cuisine or even videos (example, chocolate sauce flowing out of lava cake or hot steam coming out of fresh dimsums). All of these are done to tug at the heartstrings of customers, so that they will eventually visit the restaurant and end up as regular customers.
The statistics on Instagram further corroborate the trend. At the time of writing this article, #food had 267.9 million posts and #foodie had 86.0 million posts showcasing how important food pictures have become all across the world. This has led to restaurants increasingly trying to ensure their interiors and/or food looks pretty and picture-perfect. And in this global trend, India is definitely not behind. Brands in India are increasingly realising the marketing opportunity that they can gain with Instagram.
Designed to Attract
There are newer outlets with unique concepts like Selfie Swag which offer a chance to have your selfie printed on a coffee along with serving mini-sandwiches and macrons, all designed to make the combo look Instagram-worthy. Soda Bottle Opener Wala and Farzi Café are among the few having instragramable interiors. Famous chefs-cum-food bloggers like Shivesh, Pooja Dhingra and Manish Mehrotra regularly post photos of new cuisine they dish out which not only create a regular buzz but also help attract both loyal and new patrons. The bottomline is that picture-friendly interiors and food ensure visibility as Instagram with its tremendous database provides a huge marketing platform, ensuring customers and revenues.
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