Designing a Restaurant Guests Want to Post About

Social media and online search now heavily influence where people choose to eat. Restaurants are increasingly judged on how shareable and visually appealing they are online.

These days, guests document what and how they eat as much as they just dine at your table. From TikTok to Instagram to Google reviews, visual content plays a huge role in discovery. Whether you love it or not, social-first discovery is now part of the dining journey.

Not all is bad with social media diners. There are big advantages for your business. All this posting and sharing with family and friends is free advertising for you! This leads to word-of-mouth, getting you more people through the door. Who would say no to that?

Having said this, you might not be able to influence the content of the posts as such, but you can influence the way they look. So, how do you make sure your restaurant looks good in videos?

Further reading: https://stampede.ai/blog/how-to-take-perfect-food-image-for-instagram

1) Good Lighting

Let's start with the most obvious one. The perfect photo or video needs good lighting. The ideal solution for the best captures, of course, would be natural light. However, maybe your venue is hidden in the back or downstairs without much natural light coming in - plus what about after dark customers? Therefore, artificial lighting is what you have to rely on. Nowadays there are many different types to choose from - warm white, cool white, daylight or maybe fancy coloured light? 

Each venue has its own ideal solution. You might even consider different types of lighting within your venue to get the perfect balance between too bright and too dark. Make use of a dimmer to adapt your light throughout the day. Consider layered lighting that works well for both photos and short-form video. Soft directional lighting, warm tones, and flicker-free LEDs ensure your space looks great on camera, day or night.  

2) Attention to Detail

It's no secret that attention to detail is a powerful tool to set yourself apart from your competitors. Most of us will think about this in terms of customer service or operational excellence. However, you should also think about the entire dining experience, including physical assets. This could be the dishes you're using, but also your overall decoration on the tables and in your venue.

Consider how your tableware, glassware and presentation contribute to your brand aesthetic. Signature plates, distinctive glassware, or textured surfaces can elevate every photo taken at your tables. A variety of plants and interesting or quirky signs (you could go neon or choose a quote reflecting your brand) can further help you to set yourself apart. Create micro-moments throughout your venue; interesting corners, statement textures, open kitchens or subtle branded elements that feel authentic to your story.

3) Unique Dishes to Stand-Out

You might have it already in your restaurant - your signature dish or drink. Something unique you came up with that customers can only get at yours. Something instantly recognisable that creates buzz and drives discovery.

If you don't have a unique dish, it's not as complicated to come up with an idea as you might think. Stick to something you're good at, no need to go crazy here. Think of your customers' favourite dish or drink in your restaurant, your bestsellers. Choose one and take it up a notch. What about trying out some new flavour combinations or an eye-catching presentation? Consider adding movement or theatre; smoke, pours, table-side finishes or bold colour contrasts that stand out in a 3-second scroll.

Come up with a name that fits your brand and the dish, something memorable. That's it, your new signature dish is waiting to be photographed and shared on Insta. Promote it across your channels and make it easy for guests to tag your location — clear signage and consistent usernames matter more than hashtags today.

4) Aesthetic in Your Venue

Going a bit bigger here. It's not only about the details in your decoration but also about the overall aesthetic of your venue that can make it more Instagrammable. 

Starting from the outside (also a good way to attract walk-in traffic) and looking at your external wall. Maybe a colourful wall or artwork can do the trick. You don't have to be an artist yourself, do some research on local artists looking for an opportunity to showcase their talent. Also, make sure your name is visible on the outside.

The same applies when we move inside. Pay attention to your artwork and make sure it fits your overall brand and story. Eye-catching wallpaper gives your customers the ideal background for their shots. Look at your space holistically consider floors, ceilings, bathrooms, and transitional areas as all contributing to the overall experience captured on camera. Your exterior is often your first scroll-stopping moment. Think signage, lighting, and how your frontage appears in photos and on Google Street View.

5) Storytelling

Every venue has its own story. This might be the way you came up with the idea to start a restaurant, an interesting fact about the owners or the story about the actual venue itself. 

There is always something exciting to tell about your place your customers are interested in. Stories are there to be shared. So make sure your customers know your story and integrate this theme within your food and decor.

Whether it’s your sourcing, heritage, chef journey, or cultural inspiration, storytelling gives context to content — and content with context is more likely to be shared.

Remember, all these features should lead to a unified overall appearance in your venue. No matter how crazy you get, there should be some sort of connection to your brand and who you want to be, allowing you to create an overall theme. 

Conclusion

Not all of these features might be suitable for your venue. No need to start tearing down your walls or spending fortunes on new decoration. But they will give you an idea of what your customers are paying attention to when getting out their phones to take their next shot.

This all sounds well and good, but once customers get their Insta shot, how do you ensure that they're coming back? We all know, attracting new customers costs you more than nurturing your existing ones.

Social attention is powerful, but rented. Guest data is owned. By capturing first-party data through guest WiFi and connecting it to your marketing tools, you can turn social buzz into repeat visits, personalised promotions, and measurable growth.