From retail shelves to restaurant tables, food and beverage today live in a world where “looking good” often feels just as important as “tasting good.” Scroll through TikTok or Instagram and you’ll find endless feeds of rainbow lattes, over-the-top desserts and plated perfection. But does appearance really matter as much as we think?
Datassential’s recent report “Quality vs. Aesthetic” digs into the tension between appearance and authenticity — and what it means for operators trying to balance presentation with performance.
Taste and quality still reign supreme
When asked what drives their food and beverage decisions, consumers were clear: taste, quality and price remain at the top. Only 14% of retail shoppers and 13% of foodservice diners ranked appearance among their top three factors. A dish that looks beautiful may grab attention, but for most, it’s still “a nice-to-have, not a need-to-have.”
Generational differences show up here: younger consumers (Gen Z, millennials) are more likely to value aesthetics, while Gen X and Boomers lean on logic and functionality. In other words, plating matters more if your customer is a TikTok-happy 25-year-old than a 55-year-old seeking comfort food and value.
Labels speak louder than looks
For unfamiliar products, packaging cues like “all natural,” “real ingredients,” and “no artificial flavors” hold more weight than flashy design. Boomers especially lean on clean-label credibility, while Gen Z and millennials give more attention to eco-friendly or organic claims. Across the board, consumers trust transparency — short ingredient lists and clear nutrition labels win far more credibility than bold fonts or unique packaging shapes.
Aesthetics as a trust signal
Even though visuals aren’t the main decision-maker, they do matter — especially for younger generations. Nearly half of Gen Z and 44% of millennials say they’ve recently tried a product primarily because of how it looked. For these consumers, design doubles as a differentiator and a trust signal.
But there’s a catch: looks can be deceiving. More than a third of consumers admitted to buying a product that looked great but fell flat on quality. For foodservice operators, this is a reminder — get the plating right, but make sure the first bite delivers.
Social media’s double-edged sword
Nearly 60% of consumers have bought a new food or drink after seeing it online, and about 40% say they’ve tried a restaurant or menu item thanks to social buzz. Platforms like TikTok and Instagram are critical launchpads for food discovery — and younger diners in particular buy items specifically to post them.
That said, consumers are savvy. Over half believe social media has made looks matter more than actual function, and many assume beautiful food content equals “expensive” rather than “high quality.” Trendiness helps drive discovery, but hype alone won’t sustain sales.
Discovery happens in drinks
Non-alcoholic beverages — from sparkling water to coffee — are the top categories where consumers try something new, especially Gen Z and millennials. These products have all the right mix: highly visual, tied to trending flavors and able to offer indulgence and function. Snacks and sweets also perform well for discovery, while Boomers lean more toward packaged or frozen meals. For operators, this signals a huge opportunity: beverages are the low-risk, high-reward space for trial and trend adoption.
What it means for foodservice
Operators can’t ignore aesthetics — they matter in the age of Instagram — but it’s authenticity, clarity and consistent quality that keep diners coming back. A product that looks good may earn a trial, but only one that is good earns loyalty.
Think of appearance as the invitation, and quality as the reason your guests RSVP again.
Action Points for Foodservice Operators
- Lead with taste and value. Make sure your menu’s hero is flavor and consistency — looks should enhance, not distract.
- Highlight transparency. Menu callouts like “real ingredients,” “no artificial flavors,” or local sourcing resonate strongly.
- Use visuals strategically. Invest in high-quality food photography for digital menus and social media, but don’t oversell — let the food match the picture.
- Leverage beverages. Consider rotating seasonal or functional drinks as a trial space for trends. They’re lower risk and more shareable.
- Know your audience. Younger diners may pay a premium for Instagram-worthy plating, while older guests prioritize clarity and value.
- Balance hype with honesty. If a dish is trending online, back it up with substance — diners are quick to sense when style trumps quality.
Bottom line: In a crowded marketplace, aesthetics open the door, but it’s taste, quality and trust that keep it from closing.
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- Worlds of Flavor 2025: Chefs redefine tradition through innovation
- Q&A: Unearthing the Mediterranean with Worlds of Flavor
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