AESTHETIC CONSUMPTION

As Instagram-ready meals proliferate in restaurants and online, consumers are getting involved to showcase their creative flair and looking to replicate these compositions at home too.

INSTANT ART
Instabition, Zizzi, London

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.

INSTA-READY MEAL KITS
Skye Gyngell x La Famiglia Rana


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.

INSTA-FAIL
Pastagram, NYC

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.

54%
FEEL THAT IMAGES
ARE MORE INFLUENTIAL
LOOKING AT A MENU AND
DECIDING WHAT TO EAT
I-AM (2018)
18-35 YEAR-OLDS SPEND
5 WHOLE DAYS A YEAR
BROWSING FOOD IMAGES
ON INSTAGRAM and 30%
WOULD AVOID A INSTAGRAM
PRESENCE WAS WEAK.
Zizzi (2017)
A QUARTER OF BRITS CONSIDER
FOOD TO BE ART, WITH OVER 60%
COMMENTING THAT FOOD ACTUALLY
TASTE BETTER IF IT LOOKS GOOD.
Zizzi (2017)

TAKEOUT

So much of the consumption of an experience particularly in food and dining is now strikingly visual. For today’s customers, the visual experience is as important as the taste - but it’s important not to compromise one without the other. There is an interesting opportunity to rethink menu’s to be more visual and offer the Instagram-style experience people see online inside restaurants and eateries - particularly along the premium scale.