Style Over Substance in Modern Restaurants – What Happens After You’ve Taken the Photo?

In the current era of social media and visual dominance, it is no secret that restaurants, like many other sectors, have become a theatre for aesthetic appeal. Instagram feeds are peppered with the latest hot spots, neon signs, velvet seating, artistically plated dishes, and moody lighting designed to catch the attention. And while I’ll be the first to appreciate the beauty of a thoughtfully designed venue, my concern shared by many who are deeply entrenched in the hospitality industry is this What happens after you’ve taken the photo?

In this article of Touching Tables, I explore the state of the restaurant industry today, particularly the worrying shift towards valuing style over substance. It’s undeniable that aesthetics are crucial, but are they being over-prioritised at the expense of what should be at the heart of any restaurant - quality food, drink, and above all, genuine hospitality?

The Allure of the Aesthetic: A Double-Edged Sword

We live in a world that is driven by imagery. Social media platforms like Instagram Pinterest and TikTok have created a consumer base hungry for beautiful spaces. Restaurants today are often designed with the primary objective of being "Instagrammable," a goal that, at first glance, seems smart. After all, a stunning backdrop can help to market the venue at virtually no cost to the owner. Happy guests snap, post, and share, pulling in new customers who want to experience that same picture-perfect moment. A gorgeous, well-lit venue with a stunning cocktail line-up can quickly turn into social media gold. Photos go viral, influencers flock, and before long, the establishment is fully booked.

But herein lies the problem: Is this sustainable? The focus on visual appeal can often lead to an oversight in areas far more essential to a restaurant’s longevity. A space might fill up for its "trendy aesthetic appeal", but once guests sit down, what does the restaurant truly have to offer? They're expecting a lot more than a picturesque view that's for sure! When the food is mediocre, the drinks uninspired, and the service inattentive, that first-time guest won’t be coming back and neither will the next.

More and more, we’re seeing restaurants invest heavily in interior designers, glossy furniture, and expensive signage, but pay far less attention to what matters most - the food, drink, and how we make people feel about their experience.

Substance Over Style: Food, Service & Hospitality

Let’s get one thing straight - I love a well-designed space, there’s nothing wrong with investing in a restaurant’s appearance, far from it a stunning dining room can enhance the overall experience, create a buzz, and set the tone for the brand. However a restaurant can’t survive on looks alone!

When we look at the restaurants that stand the test of time, it’s rarely just their décor that keeps them afloat. It’s the consistency of what’s on the plate and in the glass, the warmth of the welcome, and the attentiveness of the service. You can’t Instagram flavour, nor can you capture the feeling of being genuinely cared for by an attentive team.

Restaurants that focus more on the aesthetics than its substance often struggle with customer retention.

There’s a palpable frustration among diners today. Many are tired of walking into a stunning venue only to be served food that doesn’t meet their expectations or to be treated by an unengaged, poorly trained team. These customers may visit once, but they are unlikely to return, no matter how many social media likes their photo generates. Worse, they might leave a poor review, which in today’s market, can be damaging.

A truly great restaurant excels in three key areas: food, service, and ambience. It’s about striking a harmonious balance between these elements, so that the guest’s entire experience feels cohesive and genuine. Unfortunately, many operators have skewed this balance too far in favour of ambience, neglecting the other two pillars in the process.

I can recall numerous clients who have initially placed a heavy emphasis on the aesthetics, only to realise later that their customers left unsatisfied because the service was inadequate or the dishes were left wanting One project in particular springs to mind, it involved a high-profile opening in London where no expense was spared on interior design. They had it all, marble countertops, designer chairs, and an Instagram wall. Yet, six months in, they faced the inevitable a steep decline in footfall, hence that call!

The issue? Despite the venue’s photogenic qualities, the food was bland, the cocktails were forgettable, and the staff seemed disconnected. A few tweaks in the menu and a focus on training the front-of-house team brought back life to the venue. Restaurants should focus on hiring and training teams that understand the importance of making guests feel truly welcome, delivering not just a meal, but a memorable dining experience.

Investing in People: The Real Foundation of Success

If there’s one thing I’ve learned from growing restaurant brands, it’s that your people are your greatest asset. No matter how stunning your venue is, if your team isn’t engaged, well-trained, and motivated, the guest experience will suffer

Unfortunately, in the rush to create visually stunning spaces, many restaurant owners forget to adequately invest in their teams. Staff are often underpaid, undertrained, and left to fend for themselves in high-pressure environments. This leads to high turnover, poor service, and ultimately, dissatisfied guests. These issues lead to that venue becoming little more than a flash in the pan, eventually replaced by the next trendy concept.

Contrast this with the restaurant businesses that prioritise their people. They provide thorough training, competitive wages, and focus on their culture and creating an environment where their staff flourish, feel valued and motivated. In these places, service is more than just a transaction - it’s an experience. Guests will always notice the difference when staff are knowledgeable, attentive, and genuinely invested in their experience.

Let’s talk numbers for a moment. The capital required to build out a “wow” factor venue can be staggering, but without a balanced investment in the team, product, and operations, that money quickly goes to waste. Training programs, competitive wages, and sourcing quality ingredients aren’t cheap, but they are necessary to achieve long-term success!

It’s no secret that the hospitality industry can be high-pressure, with unsociable hours and the ever-present challenge of keeping up with demanding customer expectations. This is precisely why investing in team development and creating a positive, well-supported work environment should be your top priority not the chandelier! If you invest in your team, not only are you ensuring a better customer experience, but you’re also helping to reduce turnover, a persistent issue in the industry.

Believe me when I say a well-trained and motivated team can make the difference between a restaurant that thrives and one that simply gets by.

Menu Curation: Quality Over Instagram-ability

The obsession with how food looks on a plate has trickled into how menus are designed. Yes, beautifully presented food is important, people do "eat with their eyes" but let’s not forget that food is meant to be eaten. I’ve noticed a trend where some dishes are created primarily to “pop” in photos rather than being thoughtfully crafted for flavour and satisfaction. This often results in dishes that look impressive but fall flat in taste.

Menus should not be over-engineered to meet visual trends alone. At the core, the dish should be an expression of culinary skill and attention to ingredients, sourced thoughtfully and cooked with precision. I’m reminded of a conversation with a chef client who, when opening his latest venture, resisted the urge to cater to visual trends. Instead, they focused on mastering flavour and perfecting textures, their investment paid off. Today, this restaurant doesn’t just boast beautiful dishes but ones that leave guests wanting more.

Aligning Style with Substance

In the pursuit of aesthetics, many restaurants lose their sense of self. They try to copy the latest trends, designing their spaces and menus based on what’s currently popular on social media rather than considering what makes their venue unique. This often leads to a lack of cohesion, both in the design and the guest experience.

This leads us to the heart of the issue, how do restaurants marry style with substance in a way that feels cohesive and authentic? It’s a balance that can certainly be struck, but it requires a shift in mindset from operators and owners alike. Instead of asking, "How will this look?" the question should always be, "How will this feel?" A restaurant that delivers both style and substance leaves a lasting impression, offering not only visual appeal but also a deeper sense of satisfaction.

To achieve this balance, operators need to re-centre their efforts on the guest experience. Here are a few guiding principles that can help in the process:

1. Know Your Audience: It’s vital to understand who your guests are and what they value. Some audiences may appreciate bold, avant-garde design, while others may prefer a more understated, classic approach. By aligning the aesthetic of your restaurant with the desires and needs of your guests, you create an experience that feels tailor-made rather than trend-driven.
2. Prioritise Quality Over Novelty: Restaurants should resist the temptation to jump on every new trend that emerges. Instead, focus on creating a menu that highlights quality ingredients, expertly prepared dishes, and thoughtful presentation. Trends fade, but quality endures.
3. Train for Connection, Not Transaction: Service should never be reduced to a series of transactions. Train your staff to connect with guests, to understand their needs, and to deliver a personalised experience. This not only improves guest satisfaction but also builds long-term loyalty.
4. Design for Comfort, Not for Clicks Venues should serve the guest, not the camera. Prioritise comfort and functionality in your design choices, ensuring that your space feels welcoming and accessible. Striking the right balance between style and substance in design will encourage guests to return—not just for the photos, but for the experience.
5. Commit to Continuous Improvement: Lastly, restaurants should adopt a mindset of continuous improvement, and guard against "failure of success" by regularly reviewing their operations to ensure that the guest experience remains at the forefront.

What Happens After You’ve Taken the Photo?

At the heart of this issue is a simple truth: style fades, but substance endures.

The question every restaurant operator should ask themselves is: what happens after the guest has taken their Instagram photo, what will they remember? Once they’ve snapped the perfect shot of their meal or the venue’s design, what keeps them engaged? The answer lies in the food they’re about to eat, the drink they’re about to sip, and the hospitality they’re about to receive.

When guests leave a restaurant, they wont remember the wallpaper or the lighting—they'll remember how they were treated, the taste of the food, and the quality of the drinks. These are the elements that build lasting loyalty, positive word-of-mouth, and repeat business.

I’ve seen restaurants with modest interiors thrive because their teams were excellent, their food was impeccable, and their guests felt genuinely cared for. Conversely, I’ve seen beautifully designed venues close their doors because they forgot that, at the end of the day, people come to restaurants for more than just how pretty it looks they come for an experience.

Rebalancing Priorities: Substance as the New Style

The current trend of style over substance in hospitality is one that needs recalibration. It’s not that design doesn’t matter, - it absolutely does. But it’s just one piece of the puzzle. The most successful restaurants are those that understand that every part of the guest experience matters and that no amount of design can compensate for poor food, drinks, or service.

As I continue this series in Touching Tables, I’ll explore more examples of restaurants that have successfully struck this balance and those that have struggled. The aim is to showcase how we can recalibrate our priorities in the hospitality sector to ensure long-term success.

Restaurateurs would do well to invest as much energy into training their teams, curating their menus, and perfecting their service standards as they do in selecting the perfect shade of paint for the walls. Because when it comes to creating a truly memorable dining experience, the substance will always outshine the style.

Stay tuned for the next article in this series, where we’ll dive deeper into specific strategies that can help restaurateurs refocus on what matters most: delivering excellence in food, drink, and service.