Take pictures (of food that) lasts longer
Insanely delicious burrata small plate, from Alden and Harlow in Cambridge, MA
On one hand this is just another article about the hype that social media more easily enables, but on the other hand, it draws the (perhaps spurious) conclusion that since so many diners are taking pictures of restaurant food (and posting the pictures online), that restaurants are designing food for photographic appeal first and for taste a noticeable second.
Cameras that can capture and transmit images in an instant are being used to photograph food that is meant to hang out indefinitely in suspended animation. Parceled out on a slate tile and pitilessly accessorized with leaves, crumbles, froths and sauces (set with emulsifiers so they never break down), even a charcoal-grilled steak would be as cold as a bologna sandwich. And this is what now passes for great, or at least significant, cooking. But great food is rarely static. As soon as it leaves the kitchen, it’s changing. In general, it’s getting worse. The soufflé is sinking. The arugula is wilting. The color of the steak excites us because it’s deeply browned, and we know that toasted, roasted, seared and caramelized surfaces mean deep flavors. But cameras hate brown food.
Again, I’ll suggest this is not necessarily true, but it serves to remind us of unintended consequences, and at the scale of social media, we are seeing more of this special type of unintended consequences, where we create with the consumption in mind. The media consumption used to be a consequence, but perhaps it’s becoming the primary design target. As consumers, we learn how to participate in experiences so that they can be documented and shared (and earn those addictive likes) and as producers, those that create those experiences, we are learning how to stage them so that they can be more easily shared and earn addictive likes (and valuable cash rewards as well). Public speaking in easily-tweetable soundbites or food-plating in easily-instagrammable bites; either way it all feeds the beast.