In an act of total desperation, the chain is paying $750,000 a year for an egg wash that gives burger buns an Instagrammable sheen. “It just makes it look great. It glistens, it shines,” explains Wyman Roberts, CEO of Chili’s parent company, Brinker International. Fries also now arrive in a metal serving basket that “looks cool.” All these revamps are intended to get diners to Instagram their food, since share-ability so often trumps taste in the food world.
Perhaps it would be cheaper to take a trip to the restaurant that teaches proper Instagram photography techniques?