The Instagram effect
How social media is changing the food and beverage plant Starbucks recently sold a limited edition unicorn frappuccino for five days. Companies wouldn’t expect such a short timespan to have a significant impact on their customers, but the brightly colored beverage had more than 1.3 billion impressions on Twitter and 150,000 posts were tagged with #unicornfrappuccino on Instagram. Here, Darcy Simonis, ABB’s food and beverage industry network leader, looks at how the impact of social media is changing the priorities of food and beverage managers. Anyone who uses social media will know how prevalent pictures of food are. With 178 million photos tagged with #food on Instagram and research showing that a third of millennials regularly post pictures of their food on social media, food and beverage companies are waking up to the idea that the aesthetic of their food counts. Taco Bell’s chief innovation officer Liz Matthews says that now, when considering a new menu item, the food development team considers how the item will look in photos. With trends such as freakshakes — milkshakes with obscene amounts of cakes and cookies on the top — spreading across many restaurants, the more Instagram-friendly the item, the better it is for the promotion of the company. This change in the food and beverage industry is not only having an impact in cafes and restaurants, but also in the factory. More and more food and beverage manufacturers are now considering the social media aesthetic of their products. While they may not be mass producing rainbow bagels to sell at supermarkets, manufacturers may now be reconsidering the visual appeal of their products, including the packaging products are sold in, to promote more images on social media. As manufacturers start to reconsider their approach to the appearance of their products, they will expect […]