Make Your Restaurant 'Instagrammable'

In the past, a restaurant's reputation was built on word-of-mouth and the occasional critic's review. Today, that conversation has moved online, and it’s intensely visual. Every customer with a smartphone is now a potential food photographer, a critic, and a powerful marketer for your brand.

This has given rise to the concept of the 'Instagrammable' restaurant. It’s a term that might sound frivolous, but ignoring it is a significant commercial mistake. Being Instagrammable isn't just about appealing to millennials; it’s about creating an environment and a product so visually appealing that customers are compelled to share it. This isn't just a trend; it's a powerful, self-perpetuating marketing engine that you can build for free.

Why You Can't Afford to Ignore It

Let’s be clear: this isn't about style over substance. Your food and service must always be excellent. But when that quality is paired with visual appeal, it unlocks enormous benefits.

• Free, Authentic Marketing: When a customer posts a photo of your signature dish or your beautiful interior, they are giving you a personal endorsement to their entire network of followers. This user-generated content is authentic, trusted, and reaches an audience you might never have paid to access.
  

• Building Social Proof: A quick search for your restaurant on Instagram should reveal a feed full of happy customers enjoying your food and atmosphere. This is the modern-day equivalent of a packed house—it’s powerful visual proof that your restaurant is a place people want to be.
  

• Becoming a Destination: A highly Instagrammable restaurant becomes more than just a place to eat; it becomes an experience people seek out. They come not just for the food, but to capture that perfect photo in that specific spot, driving footfall and generating buzz.

Actionable Steps to Boost Your Visual Appeal and Make Your Restaurant Instagrammable

You don't need a massive budget or a complete redesign to make your restaurant more photogenic. It’s often about paying attention to the details.

1. Plating for the Picture

• Think in Colour and Contrast: A vibrant dish is an appealing dish. Use colourful garnishes, contrasting sauces, and fresh ingredients to make your food pop. A swirl of bright green pesto or a sprinkle of deep red paprika can transform a beige dish into a beautiful one.
  

• Invest in Unique Crockery: Your plates are the canvas for your art. Consider using unique, rustic, or branded crockery that adds character to your presentation and makes your food instantly recognisable online.
  

• Create a "Hero" Dish: Design one or two menu items to be absolute showstoppers. This could be a towering burger, a dessert with a dramatic chocolate dome, or a cocktail that changes colour or smokes with dry ice. These are the dishes that are guaranteed to be photographed and shared.

2. Designing for the Lens

• Lighting is Everything: This is the most critical element. Good lighting is non-negotiable. Utilise natural light wherever possible for daytime service. In the evenings, use warm, atmospheric lighting. Avoid harsh, overhead fluorescent lights that create unflattering shadows.
  

• Create "The Spot": Designate one area of your restaurant to be a dedicated photo opportunity. This could be a striking feature wall with unique wallpaper, a clever neon sign with your restaurant’s catchphrase, or even an exceptionally well-designed bathroom. People will actively seek it out.
  

• Sweat the Small Stuff: Unique furniture, interesting artwork, beautiful glassware, and even well-designed menus all contribute to a cohesive and attractive aesthetic that people will want to capture.

3. Encourage and Engage

You need to give your customers a little nudge to share their experiences.

• Promote Your Presence: Display your Instagram handle and a memorable, unique hashtag on your menus, windows, and receipts.
  

• Engage with Their Content: When a customer tags your restaurant, acknowledge it! Like their post, leave a friendly comment, and re-share your favourite photos to your own Instagram Stories. This makes customers feel seen and appreciated, encouraging others to post as well.

From 'Gram to Regular: The Next Step

Getting customers through the door with your stunning visuals is a huge win. The next, crucial step is to convert that initial buzz into lasting loyalty. Once they've enjoyed the experience and taken their photos, you need a simple way to invite them back.

This is the perfect moment to introduce your loyalty program. A simple QR code on the table or menu can invite them to join. With a platform like meed, this process is seamless. They scan the code, and they’re in—no app to download, no complicated sign-up.

Better yet, you can use the entire meed platform for free until you have 50 active members, making it a completely risk-free way to capture the loyalty of the new customers your Instagram presence is attracting. It’s the perfect strategy: draw them in with the visuals, and keep them coming back with effortless rewards.

Oh, and after you make your restaurant instagrammable, you can post QR codes and sign up links to your posts to join your loyalty program on meed.