Instagramming your food has become a pre-meal ritual in the 21st century. It's almost more important than washing your hands before you eat. Actually, scratch that. It's more important than washing your hands before you eat.
Dirty Bones, based out of SoHo in London, has been giving out Instagram Kits for free. The kit contains a portable LED light, a multi-device charger, a clip-on wide angle camera, and a tripod selfie stick. The only thing it's missing is Annie Leibovitz!
Dirty Bones serves "New York comfort food and cocktails." Customers can truly take comfort in knowing that their food porn photos of their mac and cheese will be properly lit. It's the innovation that you never knew you wanted!
The decision to offer Instagram Kits was made with the customer in mind. "People love to share what they’re eating on social media, so we wanted to put together something that made it easier to get that perfect shot regardless of the lighting or time of day," said a spokesperson for Dirty Bones.
The contents of the kits make for a better photo. Per the statement, the Instagram Kits,"enable guests to share Dirty Bones Soho's best qualities without compromising the cost atmosphere and design." You might not know how to use what's in the kit, but at least it's there!
Of course, the decision wasn't completely altruistic. Better shots of food is better for business. "More and more people are also using Instagram to help them decide where to eat, so as a restaurant group it’s key for us to make sure that people are getting the best possible shots of all our dishes and drinks," said the spokesperson.
Instagramming food has gone above and beyond the "fad" phase and is now deeply ingrained in our culture. According to the statement, the idea for the Instagram Kits comes out of "a recognition of the movement and importance of Instagram in present-day foodie culture." It's not just part of life. It's a lifestyle.
Additionally, the menu of Dirty Bones has been making it easier for customers to 'Gram their food by making the food itself #Instaworthy. "Dirty Bones’ menu has also been curated to provide picture-perfect shareable content, with new trending dishes such as Fish Tacos standing alongside the iconic Mac Daddy Burger and Cheeseburger Dumplings," said Dirty Bones.
Food porn posts on Instagram are ubiquitous. By providing a kit for customers to make their snaps of their meals more visually interesting might be an admittedly weird, but also smart, business practice on Dirty Bones' part. Customers are going to tag Dirty Bones in photos. Why not control the quality of those photos?
Corporations already try to make their presence known on social media through official hashtags carefully curated by their marketing team. Is providing a way to make it easier for your customers to Instagram your product a natural offshoot of this? As social media becomes more of a presence in our lives, is it only natural for businesses to get more involved as well?
Or perhaps the Instagram kits are a sign that businesses have gone too far? It makes sense for a business to want to represent their product in the best light. However, do we really need a business to step in at this level? And does Dirty Bones' Instagram kit feel like their trying to micromanage it's social media presence?
While Dirty Bones recognizes that Instagramming food is now part of our culture, it fails to take into account that the behavior has since become considered "tacky." Unless your friend is a chef, snapping your food before you eat it has become as gauche as chewing with your mouth open. You just don't do it in polite company.
We've all had to sit around and wait for that one friend who insists on getting the perfect shot before everyone else can dig in. The Instagram Kit from Dirty Bones has now enabled that person. Is this the kind of behavior we want to encourage???