Lights, models, guest list, just do your best, darling.

Welcome to Business Daily on the BBC World Service with me, Elizabeth Hotson, and you just heard the flash of a thousand camera, or rather

smartphone bulbs going off. But the centre of this photographic melee isn't a famous singer,

or even a reality TV personality. It's a pizza, because pizza is the most tagged food on

Instagram with around 35 million mentions. That's more than Beyonce and Kim Kardashian combined.

And this insatiable appetite for taking pictures of food is changing the restaurant industry.

From decor to drinks menus, everything has to be Instagram ready.

For restaurants, likes and tags by what's known as social media influencers

can mean thousands of dollars in free publicity.

It's no longer good enough for food to taste great.

It also has to look fantastic from every angle.

We partnered with Sipsmith, who are a London gin brand.

The reason being that Pulpo does beautiful tasting food,

but it doesn't always photograph that well.

So bringing on board really pretty designed cocktails

brings a bit of colour to photos that will be taken on the night.

Venetian-themed restaurant chain Polpo is launching a new menu

and its Notting Hill branch in well-heeled West London.

And Francis Cottrell Duffield runs Tonic PR and is managing the events press and social media coverage.

We invite people along who have a really big following on social media.

And so we have to create dishes and an event that's beautiful and they want to photograph.

And you've also got, well, I guess you might call it a wall of foliage as well.

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