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Move over unicorn lattes, there’s a new Instagram trend in town: Normal-looking food

By Matthew Philp, Assistant Professor, Marketing, Toronto Metropolitan University
Ethan Pancer, Associate Professor of Marketing, Sobey School of Business, Saint Mary’s University
Jenna Jacobson, Assistant Professor, Ted Rogers School of Management, Toronto Metropolitan University
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The past decade has seen the rise of the Instagrammable food trend, where restaurants have altered menus to prioritize visual uniqueness — often at the expense of taste.

In a competitive social media landscape where users are inundated with content, the question for restaurateurs has been how to stand out and generate audience engagement in the form of likes, comments and shares.


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