‘People are drawn to aesthetically pleasing images’: Could Instagram help restaurants revive their businesses? – The National

‘People are drawn to aesthetically pleasing images’: Could Instagram help restaurants revive their businesses? – The National

Meet the entrepreneurs who are envisioning food concepts from the perspective of a phone screen

















Instagram is used to market food, as well as restaurants. Reem Mohammed / The National







Three young women stand around a white table, where a bombolone, or Italian-style stuffed doughnut, sits on a pink plate. One carries an SLR camera, one holds her iPhone and the other has her fingers pressed into the sugar-coated pastry. As she pokes, a gooey pistachio filling oozes out: the camera clicks, and the iPhone records what is called a stop-motion video.



We are behind the scenes at Lena Lu Bomboloni - an Australian dessert destination that recently opened up shop in Jumeirah. Samah Khan, Sara Chouki and Nabeela Ismail are busy creating content for the brand's Instagram page.



With generation Z notoriously addicted to their phones, the "Instagrammability“ of restaurants and cafes has become increasingly important in a competitive food and beverage market - one that has taken a massive hit due to the Covid-19 pandemic.



Restaurateurs are now heavily relying on enticing marketing techniques to revive their businesses. Recognising a surge in demand for high-quality, captivating imagery,