When Instagram exploded in popularity, so did posting photos of food.
Restaurants took note of the free marketing possibilities and invented eye-catching concoctions like rainbow bagels and Starbucks’ Unicorn Frappuccino.
But now the Instagram trend has evolved to include more expensive investments — from customized tiles to handmade tables.
“I feel like Instagram is basically the new version of word of mouth,” Jen Pelka, the owner of San Francisco champagne bar The Riddler, said in an interview.
On any given night, about half of her customers will post photos of their experience at the champagne bar. She estimates that nearly all of her out-of-town customers heard about The Riddler through Instagram.
The Riddler’s champagne bottle mural on its exterior draws bystanders to take photos. But its personalized enamel tables are the photogenic feature that attract customers inside, along with its extensive champagne collection and photo-ready champagne bongs.