Restaurant chain introduces first ‘Instagram pack’ for snap-happy foodies

TO GOWITH AFP STORY BY Karine ALBERTAZZI et Isabelle TOUSSAINT 
A man takes a picture of his meal with his mobile phone to share it on the "Food Reporters" network on July 19, 2012 during his lunch in a restaurant in Paris. "Food Reporters" is a culinary social network accessible via a smartphone application and a website.  AFP PHOTO / ANA AREVALO        (Photo credit should read ANA AREVALO/AFP/Getty Images)

A London restaurant chain claims to have launched the capital’s first-ever ‘Foodie Instagram Pack’.

Dirty Bones, which specialises in New York comfort food and cocktails, has made the pack available at its newest unit on Denman Street, Soho.

It contains a portable LED camera light, multi-device charger, clip-on wide angle camera lens and a tripod selfie stick for overhead table shots. The chain says the pack has been created to provide Instagrammers with everything needed to capture the perfect shot.

Overseen by Lotti Lorenzetti, Dirty Bones Soho was designed with the Instagram universe front-of-mind, echoing New York’s post-industrial chic look with an antique floor-to-ceiling bookcase and bespoke neon lighting signage already popular with social media savvy guests.

The menu has also been curated to provide “picture-perfect” shareable content, with new trending dishes such as Fish Tacos standing alongside its Mac Daddy Burger and Cheeseburger Dumplings.

The pack’s conceptualisation stems from a recognition of the movement and importance of Instagram in present-day foodie culture, as well as a desire to enable guests to share Dirty Bones Soho’s best qualities without compromising the cosy atmosphere and design.

The chain said the pack is a “fun” approach to harnessing the power of one of the fastest growing marketing tools in the restaurant industry.

The pack is free to use and available upon request at the Denman Street branch.

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