Craze for Selfie is rising day by day among the youth, be it at college, shopping center, amusement park, gym, cinema hall or restaurant. Youth loves to click and share their experiences with their social media friends.
Talking about restaurants, clicking photo with food before eating it, has become a standard practice among the youngsters, and these photos are then shared on the leading social media platforms like, Instagram, Facebook, Whatsapp, Twitter & so on. Some restaurants have started considering this photo sharing on social media as an innovative marketing tool and therefore focusing more on making their food dishes instagrammable. These restaurants are now offering their food in more decorative manner by creating a 3D look for their dishes, making ingredients appear prominently in the plate, making vegetables look fresh and distinctive, highlight their brand through wrapping paper/ plate/spoon/ glass/ tissue paper etc., to ensure their brand visibility when its photo is shared by the consumer.
This helps restaurants in gaining trust of the prospective customers too, since people tend to listen and trust each other more than any advertising campaign by the restaurant itself. This acts as digital word of mouth, which spreads very fast compared to the physical one, and therefore restaurants are required to be very careful in each and every part of their service- menu card, taking orders, order delivery time, appearance of the dish, taste, smell, communication and behavior of service staff, cleanliness, overall ambience etc. As, a positive experience attracts prospective consumers, a negative experience or dissatisfaction for a consumer in any of the service area, can lead to loosing existing as well as prospective customers.
Thus, social media acts as a double-edged sword, which can make or break any brand, depending upon the product offerings and customer experience.
Article Written by Prof. Krunal K. Punjani
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