Restaurant Marketing through ‘Instagrammability’


Restaurant Marketing through ‘Instagrammability’

Instagram has taken the world by storm and is seeing users stop to snap objects and settings all over the place.  Across the world we are seeing people scour for anything remotely interesting to update their feed with. An exhibition in Taiwan has opened up called “Colour Gallery”. The gallery features 15 rooms with everyday settings, each with a different and unique hue. This is said to be an attempt to entice the heavy Instagram users of Taiwan to get snap happy and post pictures of each room.

Instagram has become a powerful marketing tool, perfect for showing your customers unique highlights of your restaurant that they may not have noticed, or maybe behind-the-scene shots that they wouldn’t know of unless shown. This exhibition proves that it is simple to design a concept that will get visitors taking pictures and sharing your company.

Instagrammable Branding

Incorporating interesting features in to your branding like Albert Cottage’s incredible printed menu covers created by Smart Hospitality Supplies: these covers have an unmistakably instagrammable intricate flower design all over, which is unlike anything that their customers have ever seen. Because of its unique design, their customers have taken to Instagram to share where they are with a picture of the unusually extravagant menu cover.

menu covers

The Budapest Cafe in Chengdu uses the same concept by creating quirky branding through their menus and printed extras by creating items that are open to interpretation and therefore, demand to be discussed. Because of these traits, which appear throughout the cafe, the venue is being shared all over the internet.

Instagrammable Food

Food Instagramming is nothing new, but it has brought itself into a whole new realm this year. Resource Magazine have released their ’12 most Instagrammable NYC Brunches’ list. This shows how powerful ‘Instagrammable food’ is as a marketing tool.

Edible charcoal saw a major boost last year being used in everything from pizza to smoothies to tooth paste. LA’s ‘ Little Damage Ice-cream Parlour caused a social media and press coverage frenzy when it revealed its black cone of ice cream.  Locals swarmed in to try the ice cream cone and share it on their own feed; whilst other restaurants, cafes and bars attempted to create the same hype with their own use of the black substance.


This has taught us that making food and design visually interesting isn’t just important for improving peoples first impressions of food and the establishment. Ensuring these elements are visually interesting makes them shareable, which opens your product and brand up for a huge amount of word-of-mouth marketing that is unachievable with other techniques. This makes you look contemporary, high quality and interesting at the same time.

So next time you are re-considering your interior design or new menu, consider what the Instagrammers might think – it may become the shining light of your business.

Menu holders

menu covers

When it comes to designing menus, there are a lot of differing philosophies as far as what is the best kind of menu to have. Some people are preferring to use things like fancy newspapers with expensive fonts and high-quality inks, but other kinds of menus are essentially just pieces of paper with laminated plastic on top of them. Depending on the kind of restaurant or establishment you’re setting up, that should dictate what sort of menus you’re using. Some people also debate whether or not they should use these kinds of materials because if they do so, the menus may not be able to survive the hazards of the daily restaurant life.

This is something to keep in mind, because if you’re not able to, you may be using menu holders when you don’t really need them. This is something that absolutely has to be kept in mind because as small of a detail as it may be, it’s still a part of a restaurant strategy, and even if it isn’t established from the onset, this is definitely something you should consider.

menu holder

So if you’re still unsure of the best strategy for designing menus and other sorts of accoutrements, here are a few concerns you should have (assuming you don’t have them already).

Know Your Territory

It’s important to know your business and the clientele that are coming into your shop. If you’re in a pizzeria, this means that you’re going to have customers coming in and out, and the primary majority of your customers are going to be people that are coming in just to take food out. This means that you’re not going to have a lot of people coming into sit down, and as a result, it also means that you’re not going to need a lot of menus. Rather than having a menu with a bunch of menu holders, all you’re going to need is a menu with two sides on a piece of paper with a laminated plastic cover. This will get the job done for the long term, and it ensures you’re not overly concerned with unnecessary additions. This will minimize costs and ensure that as time goes on, you’re only using what’s absolutely necessary. Now if you have a fancier business, like a five-star steakhouse, then you’re going to want menus with leather menu holders. This is very important and if you keep it in mind, you’ll improve your business by miles.