Avoiding Cameras While Training the Lens on Food

Excerpt from this article:

How has tech transformed the world of dining?

There are lots of incremental, behind-the-scenes changes that affect restaurants more than consumers, such as more sophisticated reservation systems and point-of-sale software, but I think the most powerful, sweeping change has come from digital photography hooked up to the internet. Photography is now the main way we communicate about restaurant cooking. As a word guy I hate to say this, but it’s true.

I wrote an essay about this a few years ago, when the outlines of the new world were just coming into view, and it’s much more clear now. At the time, restaurant designers were just starting to think about lighting the dining room so people could take better pictures for Instagram. Now they talk openly about it, and you see it everywhere. It’s the thing that killed off the last trend in lighting, those amber-colored dangling Edison bulbs.

Now everybody is installing pin spots in the ceiling pointing straight down at the table, which is why you see all these very sharp and high-contrast pictures of plates on Instagram. The restaurants are doing this because it’s largely free marketing. (Some Instagrammers are so popular that restaurants will invite them in for a comped meal, so it’s not entirely free.) I was told that one major restaurant publicity firm in New York has a full-time employee who does nothing but help restaurants with Instagram.

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