At one point in time, London restaurant Sketch was home to one of the most-admired interiors in the world: its pink dining room. “When we first did the website in 2018, there was some crazy statistic from Instagram that the pink room [redecorated in yellow earlier this year] was the most Instagrammed room in the world,” says Ken Kirton, creative director and co-founder of design studio Hato, which has made work for several food brands. “That idea, that an interior of a restaurant could bring more customers and increase its audience was quite a new concept.”
Many other food businesses have caught onto the idea, understanding how a striking piece of interior design can take on a second life online – or, as Kirton describes it, “monetisation of an interior through social media”.
According to Kirton, however, there’s a huge opportunity for food companies to go much further with their digital presence. “I think there are a lot of restaurants understanding that creating that full 360 digital experience is such a huge part of it,” he tells CR. “And quite a few are now going beyond a nice website or order-at-the-table QR codes.”