Few technologies have reshaped the food and hospitality industry quite like social media. Instagram in particular has changed the way we eat – and plays a huge role in what and where we eat, too. 

Research carried out by the restaurant reservation tool OpenTable confirms that 58% of guests have decided to visit a restaurant purely because they spotted the venue on social media. Diners are also taking pictures of their food and posting on social media – with 69% of millennials thought to do this regularly. That’s great news for your takeaway marketing as it means you could already have an army of brand advocates ready and willing to promote your food on social media – at no cost to you. 

Sounds too good to be true? It’s not. Millennials and Gen Z both use social media for product discovery – with 99% of Gen Z more likely to choose a specific restaurant because of social media. There is one caveat; your offering must be compelling enough that your customers want to grab their smartphone, take a picture and upload to their feed. 

That’s where your takeaway containers come in. Great looking takeaway packaging (and tasty, creative food within) can spark that interest and give you valuable user-generated content that could drive additional orders straight to your door. 

Tip 1: Begin with the right materials 

Being Instagram-worthy isn’t just about the colour or design you use to adorn your takeaway food boxes. It actually starts with your choice of materials. Today’s consumers are increasingly environmentally conscious and actively seek out sustainable brands when making purchase decisions. If your food packaging doesn’t align with their sense of environmental responsibility, you’re less likely to make influencers of your diners. 

Think sustainably when choosing your packaging materials. When sourcing paper bags with handles for example, look for products that are made using paper which has been sourced from FSC approved and managed forests. Biodegradable, recyclable, and compostable materials should be a priority. Don’t be afraid to showcase your green credentials to ensure your audience is well-informed. Adding symbols to the packaging itself is a no-brainer, but you could also reinforce that message (and your eco-credentials) with displays at your point of sale, on printed receipts, via email and on your website. 

Tip 2: Don’t sacrifice functional for fashionable 

It’s a given that you want your fast food packaging to look good. That’s what will generate photos, social posts, and word of mouth buzz. But don’t make the mistake of sacrificing functionality for flashy. 

Your packaging’s first job is to provide the ideal environment for the takeout your customer is looking forward to. Packaging that doesn’t keep the food hot or cold, allows ingredients to spill out or is difficult to transport can spoil the overall appearance and enjoyment of your food, be inconvenient and potentially annoying for customers. 

Once you have the appropriate vessel for carrying your takeaway menu items away from your premises, you can start to consider how they can be made visually compelling. 

Tip 3: Have a unique design 

A standout design isn’t just memorable – it’s a talking point. It catches the eye, creates a buzz around your brand and is that much more likely to make it onto Instagram. 

Working with a graphic design is a good way to ensure that your packaging looks as professional and compelling as it possibly can. An experienced designer will be able to suggest an aesthetic that suits your brand and your food, while also being unique to your business. 

This could mean incorporating unusual or quirky elements. They’ll also be best placed to ensure that your typography really stands out and pairs well with your brand logo. 

Tip 4: Remind your customers what to do 

If you want your customers to upload to Instagram and spread the word about your business, you could make it easier for them to do so via your packaging. Remind them to like and share on socials by adding your social media handles and web address directly on your takeaway container. 

Tip 5: Incorporate seasonal designs

It’s clear Christmas is just around the corner when Starbucks’ red cups begin to fill our social media feeds. This is a fantastic example of how creating seasonal specific packaging can become a runaway marketing success – and create huge amounts of free social media exposure in the process. 

You’ll need takeaway packaging all year round so why not take a leaf out of the Starbucks marketing playbook and create some strong seasonally inspired variations. Having seasonal designs plays into the timely, always on aspect that accompanies social media – it also means that regular customers will have multiple reasons through the year to snap your packaging and make your takeaway joint Insta-famous. 

Depending on the nature of your business, your seasonal packaging could be even more creative. Special packaging for lunar New Year could help your Chinese takeaway stand out and boost orders at the start of the year for example. 

Tip 6: Think about shapes 

As we touched on earlier, you want your packaging to be functional rather than flashy. That extends to also thinking carefully about the shape of your packaging. Making sure it’s easy for your customers to pick up, carry and then access the food is an important consideration. This is all about making life as easy as possible for your diner, so they feel happy with the service you’ve provided and more inclined to speak positively about your brand on socials. 

Tip 7: Make use of space

Making use of all available space on your packaging can result in a standout design from every angle. That extends to the interior of the takeaway container too. Adding printed greaseproof paper within the box or bag gives you even more real estate to play around with – and lots more space to wow your diner with an excellent design. 

You could even use this extra space to incentivize your customer, such as by offering a QR code for your website for a mystery discount or linking to a loyalty program or limited time competition on Instagram. 

If you’d like help choosing the right packaging for your takeaway business, get in touch with our friendly team. 

Tags: takeaway containers, takeaway food packaging, marketing tips, social media