Food On Fleek! Chili’s Revamps Its Dishes To Look Better On Instagram
Many of us just love snapping pictures of food, and of course, putting it on Instagram. And if it doesn’t look appetizing, who would bother going to the restaurant that made it? That’s why Chili’s Grill & Bar is giving its food a good ol’ makeover, BloombergBusiness reports. The goal is to make sure the presentation of their dishes is — like the kids say — “on fleek.”
“Food is the second most photographed thing, after yourself,” Wyman Roberts, chief executive officer of Chili’s parent company Brinker International Inc, told BloombergBusiness. “Selfies of people eating food is the sweet spot.”
Chili’s now places its fries in stainless steel containers, props its burgers higher on the plate, and uses more aesthetically-pleasing buns.
“Customers frequently like to take pictures of their food and share the results, putting pressure on the company to refine its aesthetics,” BloombergBusiness added.
According to Business2Community, 23 percent of Instagram users take pictures of their food for a cuisine-focused diary or food photoblog. Another 22 percent document their culinary adventures and 16 percent photograph their main courses on special occasions. On top of this, 32 percent of social media users are on their mobile phones during meals.
These are the types of consumers that Chili’s is targeting — a class of people the chain calls “new school.” Not necessarily millennials, but “forward thinking” social media enthusiasts who love sharing their dining experience with their friends.
This whole food makeover scheme is all part of Chili’s pivot toward the tech-savvy generation. Last year, the food chain accomplished its plan to equip each table with tablets. Customers no longer need to flag down a waiter to get an additional drink or to pay the bill — just use the Ziosk digital devices. Chili’s is relying on technology to outdo its competitors.
Chili’s currently has its own Instagram, attracting 250,000 followers.