Instagram has become a powerful tool for restaurant discovery, with many diners now relying on social media to choose where to eat. The platform's visual nature has led chefs and restaurateurs to adapt their menus and interiors to appeal to the 'Instagram generation', prioritising photogenic dishes and settings.
Teddy Robinson, creative director of London café-bar chain Grind, has spent five years making the company 'Instagramable'. He notes that before Instagram, seeing a restaurant's food was limited to official photos or menus. Now, user-generated content often introduces people to new places, helping independents compete with chains.
Menus have been redesigned for Instagram, with dishes like rainbow bagels, freak shakes, and unicorn ice-cream gaining popularity. The Tea Terrace on Oxford Street offers a 'Selfieccino' – a cappuccino with a customer's face printed on the froth. Director Ehab Shouly says millennials, who form over 50% of their customer base, want unique experiences to document on social media.
However, some chefs criticise the trend. James Lowe, head chef of Lyle's in east London, warns against 'cooking for pictures' where taste is sacrificed for aesthetics. He insists that flavour should remain paramount, though a dish's visual appeal is undeniably important.
Interior design also plays a role. Coppa Club's 'dine in an igloo' concept was a hit on Instagram, driving bookings. Brand manager Lucy Watson says social media forces businesses to be more original and engaging. Conversely, some restaurants reject the trend; Darren Yates of Auradaz in Leamington Spa has banned phones, calling their use at the table rude.
