WHY THE CAMERA ALWAYS EATS FIRST AT OUR BEST VENUES

Australian dining culture has entered its most visual era yet.

With 86 per cent of venue operators now pouring most of their marketing budgets into social media, the way we choose where to eat and what to order is being driven as much by screens as by taste.

“Australians are treating dining as part of their social lives in a completely new way," says Shannon Hautot, Founder and CEO of Otto.

"They scroll through feeds, scope out the next hotspot, and decide what to order before they even step inside.

"Every meal becomes a moment to share, a story to post, and a way to connect, and restaurants are evolving to match that pace."

TikTok is the new menu

What started as food discovery has now become real-time decision-making.

Diners increasingly arrive with their meals pre-selected from viral videos, and kitchens are adapting dishes to match what performs best online.

Influencers are now active tastemakers, shaping menus and driving foot traffic at speed.

The staff member who never eats or sleeps

AI is no longer a novelty in hospitality. Sixty-five per cent of Australian operators now use it, with 99 per cent reporting positive outcomes.

Tools like Otto’s AI ordering agent handle calls and orders behind the scenes, easing pressure on staff.

“At the heart of every Australian restaurant is exceptional service, and technology is what makes that possible. By taking care of routine tasks, like answering phones,

AI allows teams to put their energy where it matters most - connecting face-to-face with customers,” Hautot says.

Venues built for the feed

Restaurants are now designed to be photographed as much as enjoyed. From sculptural interiors to artful plating, spaces are being built to encourage sharing.

“Social media has completely changed what success looks like for hospitality. Great food and service aren’t enough anymore - venues have to think visually and shareably,” says Anthony Svirskis, CEO, TRIBE.

Pop-ups and peak FOMO

Short-term dining experiences and pop-ups have turned scarcity into currency. When In-N-Out Burger staged a one-day Sydney pop-up in June, queues stretched for hours after hype exploded online.

The message is clear. In Australia’s new dining era, the story now travels faster than the food. And very often, the camera eats first.