Last year Italian restaurant chain Zizzi launched the world’s first Instagram exhibition. Asking customers to upload their most aesthetically pleasing food compositions, the winners of the competition had their images physically exhibited at the St Giles restaurant in London with a national tour scheduled soon after, as well as showcased on the Zizzi Instagram account online. The images were inspired by Zizzi’s menu and included 'The First Heat of Spring’ inspired by the Rustica Piccante Pizza and the ‘Summer Palette’ celebrating the new Summer Berry Sundae.
For time-poor consumers who don’t want to compromise on flavour and flair when at home, London based chef Skye Gyngall teamed up with Italian pasta brand La Famiglia Rana to create an at-home meal kit that not only tastes great, but looks great too. The tortellini kits include the filled pasta, a wooden spoon and a plate with ‘restaurant-quality’ plating instructions to help consumers post great pictures online.
Pastagram, a fast-casual pasta dining spot that named itself after Instagram, found itself in an ironic twist of fate. Pastagram opened its doors to the public proclaiming that it’s entire offering was that each dish was made to be post-worthy, visitors, media and commentators alike found that their dishes failed miserably to look great on Instagram but instead, succeeded at providing fresh, fast, tasty and inexpensive pasta dishes. Staff have said they are working on an Instagram wall, but for now, taste rules.