(PIX11) — Chili’s Grill and Bar is spending a pretty penny to cater to its social media-loving customers. The chain restaurant plans to spend about $750,000 a year for a special egg wash to give its burger buns a glaze that’ll look better in photos uploaded online, the Associated Press reported.
“It just makes it look great. It glistens, it shines,” Wyman Roberts, CEO of Brinker International, the parent company of Chili’s told AP.
The chain hired a brand consulting firm to help keep its menu modern in the Instagram age, when both foodies and plain lovers of food post photos of their dining experiences online. Chilis also started to serve its fries in a stainless steel holder for a “cool” effect and cut ribs into sections rather than bring them out in one big slab.
The point? To make each item on the menu is “shareable.”
“That doesn’t mean just big portions. That means stuff they could take a picture of, because they all like to share,” Roberts said.
The rollout of the new burger buns began in the fall and doesn’t affect the taste. Chili’s Grill and Bar boasts more than 25,000 followers on Instagram, so its marketing strategy must be working so far.
Last year, the restaurant pushed to outfit all of its tables with digital devices for ordering and paying, allowing customers to request drink refills without flagging down a server.
Next week, Chilis will allow American Express card holders to use rewards points when paying through the tablets, Bloomberg reported.