Food Clout

By Czarlene Agrupis

Instagram has changed the game when it comes to the food industry. In this era, not having a social media presence is easily equated to a brand being “non-existent.” 

In the past years, Yelp was the almighty app many restaurants depended on. It revolutionized an open communication between businesses and its consumers on a public platform. It also became a useful tool to show insight into the brand experience for prospective customers. As advances in algorithms were made and new features were being invented, Instagram overtook Yelp to become the leading app for the food industry. Here are some reasons why restaurants need a compelling Instagram account. 

1. Visual Appeal 
Aesthetics are important on Instagram. Most accounts these days, whether it is personal or business, need an eye-catching theme that captures an audience. Howlin' Rays' Instagram feed is a great example. They present a theme that matches their brand experience – bright, fun and spicy. Trendy restaurants like Howlin’ Rays’ focus on an aesthetic that attracts Gen Z and millennials. Research has shown that these generations take 10 minutes to capture an insta-worthy pic before devouring their food. Visual appeal is important to both the customer and the restaurant as it improves social media clout. 

2. Engagement 
The main point of social media is to communicate and connect. Engaging with your audience on a popular platform is key to understanding trends, while listening to the wants or needs of your consumers. Connecting via social media can help customer relations and build a better brand experience. Most millennials and Gen Z use Instagram as a researching tool before personally trying out any business. Engaging with your customers – and potential customers - can create a positive experience and a healthy social buzz. 

3. Free Promotion 
In the past, promotion and publicity had a cost. With the use of Instagram, promoting your brand is free and easy. As Instagram is one of the most popular social media platforms, businesses can benefit by promoting deals and specials on their feed. Fast-casual restaurants like Sweetgreen use Instagram to present daily specials, educate their consumers, and showcase their staff. Instagram also has become a mini blog for businesses with the help “highlights.” This feature is a great tool that can publicize the history of brand, customer relations, and advertisements. 

These days, having an aesthetically pleasing and active Instagram feed is just as important for a successful restaurant as good food and customer service. 

What is your favorite restaurant Instagram feed? Tell us in the comments.​