The Phone Eats First Phenomenon
We are here. The year is 2025 and we've got AI that can write songs, virtual reality concerts you can attend from your couch, and if you don’t take a photo of your meal first… did you really even eat it? Imagine explaining to our ancestors the appeal of taking a photo of your meal, then posting it to social media where everyone you’ve ever met since high school can see it. As crazy as it sounds when you put it like that, it’s where we are, and like it or not, posting photos of your meal has become influential in social media and online marketing. So, let’s talk about it.
These days, before a fork is ever lifted to try a bite, people everywhere are getting the lighting, angles, and captions right for their food pics on social media. From homecooked meals to fine dining experiences, no meal is safe from the phone eats first phenomenon. It’s become so prevalent that this phenomenon has changed how marketing experts and restaurateurs approach the food industry. There are a couple reasons for this. Firstly, we live in a visually driven society. We’re drawn to aesthetically pleasing plates and unique experiences. The second reason is, let’s be honest, #FOMO. For those unfamiliar, FOMO stands for "fear of missing out," and it’s what happens when you see all your friends hanging out without you, or someone posts an appetizing dish, and suddenly you need to experience it for yourself.
One of the most interesting changes to come from this trend is the impact it has had on restaurants and chefs. Whereas at one point their main focus was solely on the quality of the meal, they now have to be content creators in their own right and focus equally on how “Instagrammable” it is. The more visually pleasing a dish is, the more likely you are to have customers, and especially influencers, share your meals to their personal pages. Extra points if it’s colorful and extravagantly plated, like art. This aspect reaches further into the psychology of it all. Now your plate is in a way, a symbol of luxury, health, and creativity, which in turn reflects on the poster, as well as the chef and restaurant. The result? We see baristas honing their latte art, over-the-top milkshakes and desserts that no one person could ever finish, big, layered sandwiches with the perfect cross section, and decadent acai bowls that just *look* expensive.
Presenting dishes in an aesthetically pleasing way has become a key marketing tool for restaurants. It’s a sure way to boost customer engagement and get your name out there quickly. While this can be a powerful advantage for restauranteurs, it comes with challenges. The pressure to match your competitors in terms of social media appeal isn’t something many chefs are eager to face. Moreover, we’ve all most likely experienced dining at a place where it’s clear the restaurant prioritized presentation over taste and quality. This shift in focus can even detract from the overall dining experience. Don’t let your food get cold trying to get the perfect shot!
The trend of photographing food before you eat isn’t going anywhere, though. In the end, the phone eats first phenomenon has undeniably reshaped the way we approach dining and marketing. While “Instagrammable” meals are a powerful tool for visibility and engagement, the phenomenon also brings new pressures to balance aesthetics with authenticity. As restaurants and chefs continue to navigate this shift, the key will be finding harmony between creating visually stunning dishes and maintaining the quality and taste that makes them worth sharing in the first place. So, as food trends evolve, one thing’s for sure: the camera will always be ready for the first bite.