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The Appeal of #instafood

The culinary landscape is changing as a result of our social media fascination with “picture perfect” food and beverages. To accommodate consumer demand for unique culinary offerings, restaurant owners, chefs, and newcomers to the industry are innovating around the dining experience. Visual appeal is playing a key role in how we perceive food to be worthy of our time, money and online posts. 
 
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READ MORE: SUPPORTING EVIDENCE
 
San Francisco’s Instagram-Centric Mid-Market Pop-up Called F.E.A.S.T.
SFist
Designed as a limited pop-up interactive culinary experience, F.E.A.S.T. offers guests a five-course meal served on a “digitally interactive” table. F.E.A.S.T., which stands for Fine (Dining), Entertainment, Art, Story, and Technology, is led by chef Nick Ronan, a chef of the former restaurants Bisou, and Beso. Each dinner ticket runs guests anywhere from $160-$225 and includes steak, seafood, salad, and dessert plus two beverages. Guests who want more photo-worthy options beyond the highly interactive table setting can explore 14 additional “art rooms.”

Bali Cafe-Owner Designed her Restaurant to Attract Instagram Users
CNBC
Crate Café in Bali owes a large part of its success to Instagram users who share posts from the restaurant. Crate consists of a minimal warehouse-inspired space that is flooded with bright natural light and open-air seating; making it perfect for taking photos. The cuisine is predominately breakfast, along with some additional lunch items. Thanks to its 47,000 Instagram followers, Crate Café guests form a line daily to nab a seat at this exclusive café.
 
Hidden Tapas Restaurant Behind Fake Pawn Shop Opens in SoMa
Eater
What looks like the same old pawn shop that bought and sold goods next door to the Monarch nightclub in San Francisco’s SoMa is hiding a tasty secret. The shop is actually a façade for a new Spanish-inspired bistro restaurant. Guests enter the shop only after being buzzed in by a grumpy pawnbroker, who reluctantly leads them to the secret entrance behind a shelving unit. The deco-themed restaurant serves sharable plates and low ABV cocktails, wine, and sangria.  A one-way mirror allows them to view arriving guests as they try to gain entry.

Sakara Brings Healthy Eating Home with Their New Made-for-Instagram Cookbook
Vogue
What started as a nutrition-focused meal-delivery service, Sakara is expanding to include a cookbook that appeals to the eyes and the stomach. The recipe book titled, Eat Clean, Play Dirty: Recipes for a Body and Life You Love, showcases clean eating recipes in a highly visual format. The authors want to demystify wellness and detox diets by sharing easy-to-execute recipes that omit refined sugar, dairy, and animal products.
CultureWaves
CultureWaves is a behavior science company that helps national brands better understand their customers' needs and create compelling products and messaging.
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Behavior Segmentation  |  Category Research  |  Menu Development
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