Instagram is Pushing Restaurants to be Kitschy, Colorful, and Irresistible to Photographers

  • 2017-07-20
  • The Verge

When it came time to design their first restaurant, Media Noche, San Francisco entrepreneurs Madelyn Markoe and Jessie Barker found themselves lacking inspiration. Their designer had asked them for ideas and they felt like “deer in headlights.” Ultimately, Markoe says, they came up with a single instruction: “We wanted to be Instagrammable.”

For years now, Instagram has sat at the center of trends in food and beverages. Rainbow-colored “unicorn foods” are often designed with Instagram in mind, and entrepreneurs responsible for popular treats like the galaxy donut and Sugar Factory milkshake often see lines around the block after images of their products go viral. Firms like Paperwhite Studio specialize in turning restaurants into Instagram bait by designing twee sugar packets, menus, and coasters bearing slogans like “hello, my sweet” and “hug more.”

Now some entrepreneurs are taking the idea a step further, designing their physical spaces in the hopes of inspiring the maximum number of photos. They’re commissioning neon signs bearing modestly sly double entendres, painting elaborate murals of tropical wildlife, and embedding floor tiles with branded greetings — all in the hopes that their guests will post them.