What can restaurateurs learn from Instagram as we prepare for 2019?

We're continuing our look ahead to 2019 here at Lockhart and today we are exploring the impact that social media has on trends in the hospitality sector. Even before we started writing this article, we had already learnt when browsing through Instagram that the Pantone Colour of the Year for 2019 is Living Coral (16-1546).

Read our overview of the 2019 Dining Trends to look out for

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Pantone is excited to celebrate PANTONE 16-1546 Living Coral as the 2019 Color of the Year in partnership with @TributePortfolio. The Pantone Pantry by Tribute Portfolio at the Royal Palm South Beach Miami Resort offers a whimsical experience filled with colorful discoveries. Check out the pop-up for a limited time beginning tomorrow at 10 AM ET. #COY2019

A post shared by PANTONE (@pantone) on Dec 5, 2018 at 7:06pm PST

Over the last 20 years, Pantone's Colour of the Year has influenced product development and purchasing decisions, as well as product, packaging, and graphic design. Living Coral is described by Pantone as 'an animating and life-affirming coral hue with a golden undertone that energizes and enlivens with a softer edge'. Will we be seeing this shade in restaurants and hotels throughout next year?

What else can Instagram teach us?

Looking through Instagram is a fantastic free piece of market research. You can see what your competitors are doing, follow people of all ages to see what they are sharing and start to discover dining trends. Taking time out to research will uncover all kinds of insight...

• What are millennials taking pictures of when dining out?

• Where are they booking?

• What are they eating?

Having a social media account isn't just about sharing content; simply listening to customers and potential customers can be one of the most valuable pieces of marketing you do next year.

Create 'Grammable' content

When planning menus, new drinks or even designing new or updating establishments, think what items will look like when photos are taken and filtered. We've heard how quite a lot of chefs prefer to serve on a white plate as this makes a dish more 'grammable'. Another way we've heard how Instagram has changed the hospitality sector is via lighting. In the past restaurants have been carefully lit, to create a warming atmosphere for diners. However, this can lead to poor photos that don't sell your food and we're now seeing lighting being considered much more when designing restaurants.

One example of a restaurant that recognised the importance of Instagram is Ben's Canteen which has two establishments in South London. Staff actively encourage their customers to share photos and even the design and décor was created with Instagram in mind. They understand the type of food that will attract diners and carefully plan the timing of their posts to entice customers.

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We serve food until 9.30pm in Sunday nights. Who's in for our Xmas Turkey Burger? And if you're slothing about in your comfies on the sofa then you can always tap up @deliveroo or @ubereats_uk for a fresh delivery. #benscanteen #benscanteenmenu #canteennghts #sundayfunday #turkeyburger #christmasspecial #tistheseason #neighbourhoodhangout #claphamjunction #earlsfield #wandsworth #battersea #garrattlane #stjohnshill

A post shared by Ben's Canteen (@benscanteen) on Dec 16, 2018 at 11:39am PST

Instagram can help define food choices

Some diners, especially millennials, prefer to know what a dish looks like before they order, and Instagram helps them achieve that. However, more importantly for the millennial generation, Instagram will help them decide where to eat and a poor presence on the network can put them off.

For those working in the hospitality sector these days, purchasing decisions go way beyond the food you serve and should filter right through to your décor, your crockery, glassware and even cutlery. Basically, anything that could be snapped for a photo. With so many dining out pictures being shared you need to look at what's going to catch the eye in a newsfeed and entice a new customer to give you a try.

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Have you seen @steeliteint latest newsletter? With a focus on presentation & durability for the #Banquet season, their Willow range is the perfect solution. Search 'willow' on our website to find out more? --------------------------------? #tableware #tabletop #tablesetting #frontofhouse #restaurant #plates #food #foodporn #foodpresentation #chef #chefs #chefsofinstagram #buffet #christmascatering #festivefood #christmasevents #foodie #london #londoncatering #londonevents

A post shared by Lockhart Catering Equipment (@bunzllockhart) on Dec 6, 2018 at 3:30am PST

In 2017, research by restaurant chain, Zizzi revealed that 18-35-year-olds spend five whole days a year browsing food images on Instagram, and 30 per cent would avoid a restaurant if their Instagram presence was weak.

Make use of influencers

You must see Instagram and other social networks as the new word of mouth for the food and drink sector. An area to consider in 2019 if you haven't already, is the huge number of Instagram influencers who can help drive footfall into your venue. In the same way that millennials will buy clothes they've seen styled for an Instagram photo, if they see someone they admire dining in your venue it adds credibility.

What will you be doing?

We'd love to hear how you plan to use Instagram more in 2019 to ensure you are making the most of the channel and the latest hospitality trends. We are constantly using our own Instagram channel to showcase the latest products, offers and news. Follow us via @BunzlLockhart.