Is ‘Instagrammable’ the ultimate dining draw?

In our current food culture, going to cafés is not only about what you eat but also about how ‘Instagrammable’ the place and the dishes are. The dining experience isn’t measured only by taste – it’s judged by how photo genic it is. From cakesicles to fancy samosa platters to luxe dessert details, every dish is crafted like a storyboard, created not just to be eaten but also to be shared online. Interiors, too, are being designed as photo-friendly spaces – with pastel walls, dramatic lighting and plush textures.

Aesthetics matter

For Fauzia Khanum, a freelance writer in Kolkata, Instagram helps her discover new cafés in the city. “I found a café on Instagram and decided to visit purely for the décor. The place looked incredible in photos — pastel walls, cosy corners and beautifully plated drinks. But when I got there, the food didn’t quite match the hype. For me, it’s not just about taste; it’s about the complete experience, and the aesthetic of the place, even if the food wasn’t perfect,” she says.

Cafes with visually appealing interiors receive up to 60% more customer engagement than those that focus solely on menu quality, as per a 2022 paper on café atmosphere and customer loyalty by Sinta and Nurhayati

‘Ambience enhances the whole experience’

For Shreyanshi Chaurasia, a product manager in Bengaluru, the ambience of a café plays a key role. “If I’m meeting friends or on a date, the café’s vibe matters more than just the coffee. I want spaces that are visually appealing, comfortable, and Instagram-worthy,” she explains. While she prioritises taste when working, she admits that she sometimes visits cafés purely for their aesthetics, even if the food isn’t exceptional. “A good ambience enhances the experience and makes the place memorable,” she shares. “It is all about a wholesome experience — from the décor to the seating to the music and food,” says Rahul K, a café owner in Pune, adding, “The presentation of food is planned to delight the senses. We make sure to craft an experience that goes beyond taste and feels memorable.”

The social media factor

Prashant Issar, managing director of a hospitality group, says, “The rise of social media has amplified the visibility of cafés and the art of coffee making. While aesthetics play a major role in attracting today’s audience, they have also encouraged café owners to experiment with brewing techniques, flavour profiles, and presentation. Drinks like matcha, for example, have gained popularity partly because they are visually appealing and highly shareable,” shares. Arjun Shikhawat, an interior designer, adds, “Social media has changed design thinking. Earlier, cafés were built for comfort and leisure; now they are built for memory. Designers think in frames, making every corner a potential Instagram post.”

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