Snapping and sharing photos of meals has become so commonplace for social foodies that restaurants are taking notice. And like a golf swing, some diners are willing to pay to improve their technique.
At "Foodography," diners pay roughly $155 an hour to eat meals accompanied by a lesson in cellphone photography from professional food photographer Dan Perez.
The experience is the brainchild of Israel-based celebrity chef Meir Adoni of restaurant Catit in Tel Aviv, and Carmel Winery, one of Israel's oldest wineries.
"The food you eat or make tells people more about who you are, it's like another aspect of a selfie," Perez said. (Tweet This)
"Advanced smart phone cameras have made photography reachable anytime, anywhere," he said. "People love sharing their food for positive feedback."
The mass sharing of dining experiences may be a relatively new phenomenon, but the habit is already pervasive, especially among the young. Case in point: Popular food cataloging hashtag #foodie has been used to tag 18.8 million photos on Instagram and counting.
Public relations firm Edelman recently released a note showing how millennials' $200 billion in annual buying power is changing how food companies act. In short: They're eating with their eyes first, and bright colors and beautiful plating make social sharing more enticing.
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"The way clients enjoy their dinner today is different from the way they experienced it 10 years ago. It is not only the five senses involved. Capturing the moment by taking a picture of the dining experience is as normal today as looking at a menu," Adoni said.
At least one global hospitality conglomerate has taken notice. Chili's has revamped its menu in an effort to appeal to social diners, Chief Marketing Officer Krista Gibson said.
Among these changes are making pickles in-house and serving fries in a basket that not only looks better in photos, but works to help maintain a certain temperature.
"Shareable almost has a double meaning," Gibson said. "The food [is] so good you want to share it with whoever you are dining with at the moment, but also with your social network."
Sculptor Adi Nissani is also involved in making the Foodography experience as visually enticing as possible. One of her creations—the 360—is a mounted plate that spins, offering different angles. Another—the Limbo—has a high back and a slot for inserting your iPhone in the front.
With workshops fully booked and waiting lists two days long, Adoni plans to expand the project.
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"Personally I'm working on opening a restaurant in NYC in the next year," he said. "I have no doubt I will continue using social media in any restaurant I will open in the world. It allows me to be with my clients no matter where I am physically."
This location will also include the Foodography experience, with Perez's continued involvement in the project.