How Instagram can make or break a restaurant

原创编译 2018-10-23

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Krystal 原创编译

How the Instagram can make or break a restaurant
Instagram （照片墙，是一款社交应用软件）是如何决定一个餐馆运营状况

VANESSA YURKEVICH: It’s never been easy to make it in the restaurant business. And today, good food is unfortunately rarely enough. More and more the quickest way to restaurant success isn’t all about food. It’s all about photos. And for burger joint Blacktop, success looks like this- the Crazy Shake.
凡妮莎·尤尔科维奇：成功运营一家餐馆从来不是一件容易之事。不幸的是，现在只有好的食物是远远不够的，越来越多的餐馆成功的秘诀并不是因为他们的食物，而是餐厅的照片。对于汉堡店Blacktop而言，成功的秘诀在于——Crazy Shake（疯狂奶昔）

CHRIS BARISH: People kept taking photos and we said, well, something is going on here. And we’d always had a strong Instagram presence, but our followers started gaining because people were posting and we were posting. It was going viral at that point.
克里斯·巴瑞什:人们不断地拍照，我们说：不错，发生的事情可以在ins上进行分享了，而我们在Instagram上有着很强的影响力，我们的粉丝数量开始增加，因为人们在发帖，我们也在发帖。在那一刻它就像病毒一样传播开来。

VANESSA YURKEVICH: Is it enough to just have really great food?
凡妮莎·尤克维奇:你认为只要有美味的食物就够了吗?

CHRIS BARISH: I’ve never thought of us being defined by the Crazy Shake. I think that there are a lot of different elements, from the Crazy Shake to the craft burger to the music. And the design is a very, very important part of it.
克里斯·巴瑞斯:我从没想过我们会因为“疯狂奶昔”而出名。我认为有很多不同的影响因素，无论是疯狂奶昔还是手工汉堡还是餐厅的音乐，我认为设计是一个非常非常重要的因素。

VANESSA YURKEVICH: Not every restaurant can strike gold on their first try, which is why some restaurants get little help from design companies, like Paperwhite, which helps restaurants and another businesses figure out their brand identity.
瓦妮莎·尤尔科维奇:并不是每家餐厅都能在第一次尝试时就能成功，这就是为什么设计公司很少帮助这些餐厅的原因，比如Paperwhite公司，帮助餐厅和其他商家定位他们的品牌。

VANESSA YURKEVICH: We’re at the restaurant Jack’s Wife Freda. Where can I see the paperwhite touch here?
瓦妮莎·尤尔科维奇：我们现在坐在Jack’s Wife Freda（美国纽约一家地中海式餐馆）。我们在哪里可以看到这种餐厅的设计标识？

LAUREEN MOYAL: So the menu, the sugar packet. Everything on the exterior, the signage, and then everything down to really the smallest detail. We could not by any stretch of in imagination design Jack’s Wife Freda for Instagram. A few months into opening we noticed people were Instagraming the sugar. And so we really just kind of leaned into it.
劳伦·莫亚尔：在菜单上，糖包上。几乎所有摆放在外面的东西上都有，标识牌，在所有细节的东西上也都做到了。我们无法想象为了在Instagram而设计Jack’s Wife Freda的标识。开业几个月后我们注意到有人在Instagram上晒出我们的糖包，我们可真的是在上面花了大量的心思。

VANESSA YURKEVICH: Now you can’t think about Instagram.
瓦妮莎·尤尔科维奇:现在你不能再去想Instagram了。

LAUREEN MOYAL: yep, for sure. It would be crazy not to consider it. But it’s a factor anther sense that we know that it’s a platform people are going to use, but we’re not trying to make it such a formula.
劳伦·莫亚尔：是的，但是如果你不考虑这个你就太疯狂了。的确我们知道这是将来人们都会使用的一个社交平台，但是并不是想通过这种方式来成功经营我们的餐厅。

VANESSA YURKEVICH: But for Blacktap the same social marketing campaign that brought them viral success also led them to court. They were sued by former collaborations who believed they helped create the Blacktap brand, including its Crazy Shakes, and they were later cut out of profits from its expansion. Blacktop denied their allegations and companied eventually settled confidentially.
瓦妮莎·尤尔科维奇: 然而Blacktop就是因为这种社交营销活动而被告上了法庭，是之前的合作伙伴起诉的他们，他们帮助Blacktop品牌的建立，也包括疯狂奶昔的创造，之后由于餐厅扩张，他们减少利润。Blacktop否认他们的指控最终自己私下解决了此事。

CHRIS BARISH: It’d par for the course. But I think being on the map makes you a little bit more of a target. If we were a little 15-seat hole in the wall, you know, having 45 customers a day, I think there’d be less people trying to make waves.
克里斯·巴瑞斯:这很正常。但是我认为你的餐厅如果在地图上可以找到的话，那么证明你的餐厅可以吸引到更多消费目标。如果我们只是一个只有15个作为的小小店铺，每天也只有45位顾客，那么我认为很少有人想从中制造出什么轰动新闻。

VANESSA YURKEVICH: Do you think that customers, Instagram users can tell the difference between restaurants that’s doing a stunt food versus a restaurant that’s really trying to develop something that is connected to their brand?
瓦妮莎·尤尔科维奇:那你认为顾客、Instagram用户可以分辨出有噱头食物的餐厅和那些想要开发其品牌相关东西的餐厅他们之间的区别吗？

CHRIS BARISH: I absolutely do. You know, if it doesn’t taste good, then it’s almost lake deceiving the consumer. And they’ve not going to come back. So I think a lot of people think that they can come up with these crazy concoctions and people start lining up. And I don’t think it works that way. I think things have to be organic. You can put something online and post it on the Instagram, but you come in and don’t like it, it’s going to be a short lifespan for that company.
克里斯·巴瑞斯:我认为他们当然可以判断出来。你知道，如果它不好吃，那么它几乎是在欺骗消费者，他们不会再回购的，我想很多人都做一些奇怪的组合然后吸引人们开始排队购买。我认为这不是一个有效的办法，应该有组织性，把食物放到网上，然后上传到Instagram，但是当顾客进来发现他们并不喜欢这家店的食物时，这个餐厅不久之后就会倒闭。

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