The world today is experiencing an explosive growth in the popularity of Instagram, and marketers are actively looking for how to use this social network for the benefit of their company.
And all kinds of restaurants are working most actively in this direction. No wonder - after all, Instagram always evokes associations with food photos.
Restaurants quickly realized what prospects opened before him. And the main idea is that the pictures created within the walls of the institution should be as personalized as possible. In some cases, this is not too difficult. For example, you can create some unique offer, as did Starbucks coffee chain, which introduced Unicorn Frappuccino, a new signature drink with an unusual taste and color. And although the American Heart Association criticized this frappuccino for its high sugar content, users willingly began to purchase it, posting photos on their favorite social network and providing additional free advertising.
However, Starbucks is simpler in this matter and without unique offers. Any shot that includes a well-recognized cup with the company logo makes it an additional advertisement. But restaurants have a much harder time. Even the most delicious specialty dish will not tell in any way in which restaurant it was photographed. This means that you need to pay more attention to the interiors, to bring in more various nuances that visitors want to make part of the composition.
“It seems to me that Instagram is, in fact, a new version of word of mouth,” says Jen Pelka, who owns The Riddler bar in San Francisco. Every evening, about half of her customers post photos of their orders on Instagram. And in these pictures, the personalized white tables that were made to order are always clearly visible. On these tables, the logo and slogan of the institution are well read. And it justifies itself perfectly - almost all foreign visitors to the bar learned about it through Instagram.
But not only tables are important, but also lighting. It is possible that the twilight creates a certain mood, but it also negatively affects the quality of the pictures. This means that it is necessary to provide customers with such light that it does not interfere with their enjoyment of visiting the institution, but at the same time it would not be too dim. According to Joseph Szala, director of Vigor Branding, lighting is very important to customers, even when it comes to toilets. Restaurants need lighting that sets the mood and allows for beautiful shots.
There are cases when everything happened by chance, on a whim. For example, Madelyn Markoe and Jessie Barker, owners of the Media Noche restaurant in San Francisco, after visiting Cuba, decided to decorate the establishment in such a way as to recreate the feeling of being in Havana. And this was even before Instagram began to gain popularity dramatically. Now, almost all visitors to the establishment tend to post photos on the social network, providing Media Noche with excellent advertising. Moreover, the restaurant began to receive additional income thanks to orders for various photo shoots. But the original task was only to simply make it more photogenic.
And here is the New York vegan fast food chain by CHLOE. originally targeted at Instagram users. In the design of these establishments, various unusual approaches are used, and unique for each room. It can be hanging chairs, unusual neon signs, mirrors with playful inscriptions. The main goal is to arouse the desire of the visitor to take a picture. The first customers by CHLOE. there were mostly young girls whose activity on Instagram led to the rapid growth in the popularity of these establishments.
Of course, just an interesting interior is not enough. The client must not only take one picture, but also have a desire to return to the establishment again. However, if you managed to make your establishment interesting for Instagram, then you can be sure that additional free advertising will be provided.
So far, the new opportunities are mainly used by small, recently emerged restaurants and chains. However, major players are beginning to look at the opening prospects. So far, at the level of experiments. So, chain of Taco Bell eateries trying to become more "Instagramtable" by decorating the walls of his establishments with unusual drawings and paintings. There is no doubt that other large networks will soon follow this example.
By the materials of Markettactic
