【速度1-21】来源: https://edition.cnn.com/2018/10/10/tech/instagram-restaurant-industry/index.html
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Restaurants rise to fame over Instagramable foodInearly April, my younger sister and I waited for about 45 minutes in the rain toeat at Black Tap in midtown Manhattan. The line extended along the block, andboth tourists and locals stood with umbrellas, buzzing about the trendyrestaurant's popular "Crazy Shakes." Onits website, Black Tap calls itself the "classic luncheonette modernizedfor the Instagram age." It serves burgers, fries, craft beer and, ofcourse, its over-the-top $15 milkshakes -- piled high with toppingslike candy, cookies, pretzels, cotton candy and even a slice of cake. Therestaurant business isn't just about how good the food tastes -- atmosphere andservice are important, too. But increasingly, social media is taking on abigger role and influencing food options offered, restaurant design andmarketing. BlackTap's giant and colorful shakes went viral on Instagram. But that wasn't therestaurant's goal when it opened in 2015. "Instagramwas something we cared about, but we certainly at the time were not trying tobecome an Instagram brand," Black Tap owner Chris Barish told CNNBusiness. "We had a [social media] following before the milkshakes basedon our burgers. The milkshakes put it over the top." "Thereis a lot of competition in the food industry and restaurant business," saidDipayan Biswas, a marketing and business professor at the University of SouthFlorida. "Everyone is trying to get you to talk about them and get you inthe store, so you need something to stand out." 计时2 (257 words) Wow factorBlackTap isn't the only restaurant focused on unique, snap-worthy offerings. Videosfrom Raclette NYC, which pours a wheel of meltedcheese on top of its dishes, can be found all over Instagram. Manila SocialClub in Brooklyn, which has since closed, made a splash last year with a doughnut filled with champagne and covered with24-karat gold. Rainbowbagels, black ice cream and Starbucks' colorful Unicorn Frappuccino have alsopopped up all over social media feeds in recent years. FlourShop in New York is famous for its rainbow explosion cake -- sprinkles pour outas you cut into it. Celebrity clients such as Kim Kardashian have posted photos ofthe cake on social media sites, generating even more buzz. "Vanilladoesn't stand out," said USF's Biswas. "Things that are outrageousand out of the ordinary always get attention." Butexperts also warn that restaurants must keep innovating and iterating on thosewild food options to be successful. The food also still has to actually tastegood -- no matter how wacky it is. AaronAllen, founder and CEO of restaurant consultancy Aaron Allen & Associates,warned that zany food items can be "gimmicky" and just a"fad." But when done well, he says, a lot of them can work. "There'sthe cool factor of taking the photo -- but it has to have the other components,like experience, consistency of food and evolution of the product," Allensaid. Otherwise, people will try the food item once, get the photo, and neverreturn again. 计时3 (296 words)
BlackTap, for example, started out with only a few Crazy Shakes but since hasexpanded its menu to offer eight options. It also offers seasonal andlimited-time only milkshakes, such as an Easter shake topped with Peepsmarshmallow candy, and a Mean Girls drink themed around the popular 2004 movie,which is now on Broadway. (But the company's rise to fame hasn't been smoothsailing. Earlier this year, the company settled a lawsuit over the origin ofthe Crazy Shakes. Terms weren't disclosed.) Restaurant decor fit for a(social) feedButit's not just about the food, either. The restaurant's physical design andbranding is also important, especially in the age of social media. Design firmPaperwhite Studio, cofounded by Laureen Moyal and Devi Rhodes in 2008, createsitems like placemats, water bottles and various paper goods for restaurants aspart of their branding strategy. Andit's all very Instagram-friendly. Paperwhite designed special sugar packets forNew York City hotspot Jack's Wife Freda, featuring cute phrases like "ILove You A Latte" and "Sugar For My Honey." They've been a hitamong customers ever since the restaurant opened in 2012. ThePaperwhite founders say current hot design trends include neon signs, customwallpaper, colors that pop and signs that "engage" customers. "Allof those things are part of the branding story," Moyal explained."People share on social media the things they respond to: what they findamusing or cool or weird or beautiful. We try to create those sharing momentsfor our clients." Socialmedia is also influencing how chefs are plating dishes, says Allen, therestaurant consultant. "They'reconsciously thinking through how Instagramable [a dish] is," he said."It's starting to make its way into all aspects of the décor elements,plating and presentation."
计时4 (266 words) Thetrend isn't exclusive to the restaurant industry. Pop-up exhibits dedicated to everythingfrom ice cream to rose wine and pizza are appearing in cities such as New York,San Francisco and Miami, and they've been a hit on social media. Retailers arealso taking a page out of this playbook by creating shopping experiences withInstagramable moments, including photo booths, branded mirrors and neon signs. MarketingAstrong social media presence can help restaurants and other businesses engagewith a much wider audience and attract new customers they may not have hadaccess to before. "Withsocial media we're able to reach people around the globe -- it's soimportant," said Barish, the owner of Black Tap. "And it's also importantthat what you put on social media is the same product you get [in person]. Ithink we've done a good job with that." Amidheightened competition in the restaurant industry, the ability to attract newpatrons is make-or-break. With so many options for dining, social media can bean effective way of getting on customer's radar. But,at the end of the day, the best social posts on the Internet won't replacegreat food and ambiance. Silicon Valley wrestles with Saudi ArabiatiesFor years, Saudi Arabia has been one of the unofficial banks forthe tech industry. Now it could become a very official headache. UberCEO Dara Khosrowshahi and Virgin Galactic founder Richard Branson joined a growing list of business leaders distancingthemselves from the Saudi government amid growing questions about the kingdom'srole in the disappearance of journalist Jamal Khashoggi.
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BothUber and Virgin Galactic had previously turned to Saudi Arabia for vastinvestments that would once have been impossible on the private market. Uberreceived a staggering $3.5 billion in funding from Saudi Arabia's PublicInvestment Fund in 2016 and added the Public Investment Fund'smanaging director to its board, where he still serves today. The next year, Branson andSaudi officials announced the fund intendedto invest $1 billion in Virgin's spacecompanies. Atthe time of the investments, both companies framed Saudi Arabia as becoming more reform-minded, both in terms of theeconomy and, in Branson's words, a "more progressivestance on areas such as women's rights." Thatcase is harder to make in the wake of Khashoggi's disappearance. Turkish authoritiessay they believe Khashoggi, a prominent journalist and critic of the Saudiregime, was killed at the consulate in Istanbul. The Saudis have denied theallegation. OnThursday, Branson said his company will "suspend itsdiscussions with the Public Investment Fund over the proposed investment"as investigations into Khashoggi's fate continue. Khosrowshahi, meanwhile, said he was "very troubled" by thenews about Khashoggi and would be pulling out of an upcoming Saudi conference.He did not address his company's business relationship with the kingdom. Arepresentative for Uber did not immediately respond to a request for comment. Thestatements highlight the new challenge much of the tech industry may face inreconciling its financial ties to Saudi Arabia with renewed public scrutiny ofthe country's leadership. This year, the Public Investment Fund also reportedlytook a $2 billion stake in Tesla and pumped nearly half a billion dollars into MagicLeap, a buzzy startup working on augmentedreality products.
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