American-themed London restaurant and bar chain Dirty Bones is providing diners with the tools to enable them to create Instagram-worthy photographs of their meals. This initiative reflects consumers' ongoing interest in food photography and styling, as explored in Food Presentation Trends and The Food Content Boom.
Available for free at its Soho branch, the kits include an LED camera light, a clip-on wide-angle lens, a tripod selfie stick and a portable charger. This branch of the soul food specialist also uses purposefully Instagram-friendly design features such as neon signage and black table tops. We've seen similar approaches taken in hospitality, with hoteliers creating visually appealing hotspots for 'selfie' fans to snap a picture. See Hospitality's Big Opportunities.
This is another example of a restaurant brand innovating for the Instagram generation, much like American fast-food chain Sonic's deconstructed premium milkshakes, covered in our report Brand Stretch: Elastic Food & Drink Development.
These initiatives reflect the ongoing convergence between food and the digital realm, as initially explored in Digital Dining and New Food Aesthetic. See also New Food Styling for more social media-centric food innovation.
For more on key influencers in the food space, see our expanding food influencers series: Food Influencer Round-Up: South America and Food Influencer Round-up: Southeast Asia. Many of these bloggers take an active and invested interest in culinary presentation.