The Rainbow Bagel Effect
More than 65 million people watched a video about a colorful bagel with cream cheese. How social media is changing the culinary scene and what small businesses can do to benefit from it
Scot Rossillo has been painting bagels for the past 20 years. At his small Williamsburg brick and mortar The Bagel Store, he heats up the oven and prepares the dough; right before throwing it in, he adds colorful liquids that make it all magical. He serves it with cream cheese and sprinkles — a birthday cake for breakfast. But nothing ever prepared Rossillo for the daily 90 minute long line outside his door, starting the day after Business Insider published a video showcasing his colorful creation. Everyone immediately wanted a bite. Or at least the 65 Million people who watched the video. Rossillo became so overwhelmed with orders, he had to close down for 10 days while he rebuilds his chain of supply.
San Francisco’s Mr. Holmes Bakehouse gained its 2-hour long line after creating the Cruffin — the love child of a Croissant and a Muffin, that’s served with a variety of creative fillings like Bourbon Caramel and Carrot Cake. They only sell the heavenly pastry for two hours every day, and those who survive the long wait are only allowed to purchase two Cruffins each.
Instagram: the 6th taste
The world’s most beautiful bagel, the Cruffin, the Water Cake and other Instagram-worthy food creations, all got their 15 bites of fame thanks to one blog post, viral video or a mouth-watering picture. The Rainbow Bagel Effect, like the Mannequin Challenge or (the now forgotten) Harlem Shake, stems from our desire to fit in and feel like a part of something. To feel close to our friends back home and around the web.
But what makes a colorful bagel gain more views than a cat playing the piano?
Our desire for food. Our most basic, primal need. We taste with our mouth but eat with our eyes. A picture of a burger dripping with fat or colorful ice cream drives us into sensory overload. Sometimes we crave it so much, that we would do anything to sink our teeth into it. Even if it means standing in a line stretching around the block.
A research published in the Journal of Consumer Marketing found that the act of taking a picture of the dish before eating it, including all the light-seeking and camera angle that comes with it, delays the consumption, creates more anticipation and actually makes the food taste better. The research, which included three studies, each with more than 120 participants, also suggested that seeing others sharing their food choices, especially the healthy ones, leads to a higher evaluation of the food.
From a pastrami sandwich to a #foodporn star
The phenomenon, already dubbed “Food Porn”, is fast becoming a great tool for small businesses to attract new clientele and rebrand themselves as creative, unique, and desirable. All you need is a bright idea, some PR, and a dash of magic.
Stay focused — Create one dish. You don’t need a whole Rainbow-Bagel themed menu to join the culinary-viral revolution. Always wanted to bake the world’s largest donut? Believe with all your heart and stomach that two pieces of avocado can make delicious burger buns? Choose one crazy, interesting, unique dish and run with it.
Research your market — The trendy queen of desserts and beverages of 2016 was Matcha (green tea). It’s healthy, yummy, and green — which makes it extra photogenic. Keep your eyes on social media and see what can help make your next dish more appealing. One trendy ingredient can make it go #boom.
Go Big — Manhattan’s Black Tap Craft Burgers and Beer hit the social media jackpot. Their Social Media Manager teamed up with the restaurant’s chef to build the largest, most overly-decadent milkshake imaginable. Only a day after posting it online, people were queuing up as far as they eye could see. Because who doesn’t want to start their day off with a milkshake topped with cake. And marshmallows. And cookies. And lollipops. In an era where a single post can determine the future of your business, let your social media animal go wild. Don’t overthink calories or clean eating, just create something fun and crazy, and tell the world about it.
Make them come back — To avoid becoming a forgotten trend, you need to create a dish that generates recurring customers. No customer will ever return for a dish he threw away after one bite. Creating a controversial dish might produce its own buzz, but the best way to survive in the long run is to establish a following — loyal customers who come back and bring their friends (and smartphones).
A matter of taste
And what do chefs think about this phenomenon? Some restaurants in New York have already started banning smartphones at their facilities, saying: “It’s just food. Eat it”.
“I usually try to avoid trends, because they aren’t usually worth the hype”, says Mashav Shelef, a San Francisco-based private chef. ”I love to try new dishes and find them by chance, I’m intrigued by the journey, not the social media. That being said, I want to visit Mr. Holmes Bakehouse, their Cruffins seems interesting”.
Foodies love culinary trends, and the lookout for the next perfect dish is never over, even when the stomach is full and the smartphone runs out of space. With the overload of visual apps and our desire to document and share the next deliciousness, seems like colorful bagels and long lines are here to stay. ‘Till the next Cronut.
