Social Media Brings Haute Cuisine Closer to the Public
In recent years, fine dining has moved beyond the plate and onto social media, with behind-the-scenes content giving audiences a fresh look at the culinary world. One notable example is the project Cosa mangiamo oggi?, run by a content creator couple who have gained over 400,000 YouTube subscribers. Their recent focus on fine dining’s inner workings has been a hit, offering viewers insight into how high-end restaurants operate.
In one of their most popular videos, they spent three days at Cracco Portofino, a renowned restaurant led by chef Mattia Pecis, who was named one of the best under-30 chefs by Il Gambero Rosso magazine. The video, which has garnered more than 350,000 views, takes viewers inside the kitchen, showing how dishes are created, how ingredients are sourced, and how the kitchen team organizes for service. It quickly became a fan favorite, with one user even calling it “the ultimate format.”
The Growing Appeal of Fine Dining Content
The success of this video mirrors similar responses to other fine dining-focused content. Another popular video from the same creators features Venissa, a Michelin-starred restaurant led by chefs Chiara Pavan and Francesco Brutto. They also explored Trattoria da Lucio, where chef Jacopo Ticchi gives viewers a glimpse of the fish auction at the Rimini fish market.
This growing interest in fine dining extends beyond Italy. Channels like ItaliaSquisita have produced content that follows the inner workings of top restaurants like Eleven Madison Park in New York, which holds three Michelin stars. Likewise, content creator Gabriele Vagnato recently spent 24 hours with Isabella Potì of the Michelin-starred Bros restaurant in Lecce, exploring how chefs prepare for the evening service. These videos tap into questions many have about the world of fine dining: What happens inside these exclusive kitchens? Why are dishes so expensive? How does a restaurant earn a Michelin star?
A Shift Toward Accessibility
This new wave of fine dining content is part of a larger shift in the restaurant industry. Once seen as stiff and exclusive, fine dining has gradually become more approachable. The behind-the-scenes videos and social media posts are helping to demystify this traditionally elite sector, making it more appealing to a wider audience.
Projects like Cosa mangiamo oggi? and platforms like Juice have played a key role in making fine dining more “pop,” but restaurants themselves are also embracing this trend, especially on Instagram. Establishments like Trattoria da Lucio, Allegra, and Ferdy Wild use social media to humanize the fine dining experience, sharing content that ranges from dish preparations to kitchen meetings. By giving customers a peek behind the curtain, these restaurants are attracting a new generation of diners—many of whom might not have considered visiting such places before.
Turning Fine Dining Into a Full Experience
With the rise of Instagram, the dining experience no longer starts when guests arrive at the restaurant. Social media allows potential customers to get a preview of what to expect, from the dish preparations to the dynamics of the kitchen staff. This creates a narrative that begins long before they sit down to eat, building anticipation and a sense of connection with the restaurant.
This type of communication also fosters a sense of loyalty. By sharing the inner workings of the restaurant, fine dining establishments can establish a more personal relationship with their audience, making the dining experience feel more accessible and less intimidating.
A New Way of Engaging Audiences
Sharing behind-the-scenes content is not a new concept in the culinary world. However, in the past, it was mostly limited to industry publications aimed at professionals and enthusiasts. Today, the democratization of social media has made these insights available to a much broader audience, offering benefits for both diners and restaurants.
For restaurants, this type of content serves as a powerful marketing tool. It allows them to showcase their craftsmanship, engage with potential customers, and cultivate a loyal following. For diners, it offers a rare glimpse into the meticulous work that goes into creating a fine dining experience, making them feel more connected to the restaurant before they even step through the door.
Fine dining, once reserved for a select few, is now opening up to the masses—not just through its menus, but through the stories being told behind the scenes.
Related topics:
- 13 Types of Chinese Dumplings
- How to Make Tajin Peanuts: A Healthy and Flavorful Snack
- How to Make Queso Dip with Cheddar Cheese?