InDesign Elements - July 17, 2025
Why Most Indian F&B Brands Get Stuck in the Like Loop — And How to Break Out
Let’s be honest.
We’ve all seen it.
That stunning biryani bowl shot with perfect steam trails. A pink latte with a heart-shaped foam. Or a reel showing a slow-mo pour of cheese into molten chocolate.
Thousands of likes. Maybe even a few shares.
And then… silence.
No DMs. No spike in orders. No loyal fans. Just more effort poured into another post that might, if you’re lucky win the algorithm lottery.
Welcome to the Like Loop.
And if you’re running an F&B brand in India, chances are… you’re stuck in it too.
Let’s break this down.
1. Aesthetic ≠ Affection
India’s F&B social media is overflowing with “pretty” food. But looking good isn’t enough. Your content might get double-tapped but does it get remembered?
We once asked a group of 50 food lovers to name a local brand they recently followed. 40 of them couldn’t remember the name, only “that coffee place with blue tiles.”
The fix: Don’t chase the most beautiful frame. Chase the most ownable one.
At IDE, we build visual systems where a user can instantly say, “This post? Oh yeah, that’s definitely from (your brand).” Whether through color grading, camera angles, or text overlays familiarity breeds fandom.
2. Relatability > Reach
If your reel opens with “Our new brunch menu is here!” and ends with “Link in bio,” you’re not building community — you’re running a slideshow.
People don’t share menus. They share moments.
What if you showed a server talking about how she hated Sundays — until she started watching couples awkwardly order avocado toast?
Or a short skit where the chef roasts influencer culture while secretly preparing their most “Insta-worthy” dish?
That’s the IDE way, human-first, insight-led storytelling that invites laughter, emotion, or opinion.
Because no one shares a brand, they share a feeling.
3. The Trap of “Performance Content”
Here’s the harsh truth:
Not every post is supposed to go viral.
Some are meant to build trust. Some are meant to inform. And some are meant to simply exist as part of a brand’s voice.
But too many brands chase the high of a 10K reel and panic when the next post flops.
At IDE, we build content architecture not just one-hit wonders.
We treat your content like a menu. Every dish can’t be dessert. You need mains, sides, repeatable, and a few surprises. That’s what keeps people coming back and that’s how we train your audience to expect more than just aesthetics.
4. You’re Posting. But Are You Participating?
Comments off. No replies. Stories are basically posters.
And yet you wonder why your audience doesn’t “engage”?
F&B brands forget that Instagram isn’t a billboard. It’s a dining table.
IDE builds two-way content loops.
From story templates that ask customers to react, to spotlighting DMs and reviews, to creating local, emotional memes that tag customers before they tag you.
If your brand doesn’t feel like a person online, you’ll always feel like background noise.
5. Content Without a Core
Most Indian brands say, “We’re a modern Indian café.”
Great. So is everyone else.
The question is: Why should someone emotionally invest in you?
IDE’s brand workshops get to the real core of your business.
Are you fighting for regional ingredients? Are you trying to decolonize desserts? Are you building a safe space for solos and introverts?
Whatever it is we’ll find it, name it, and build content that shouts it from every platform.
Because once your why is clear, your content won’t just get likes it’ll get loyalty.
How to Break Out of the Like Loop
Let’s simplify the antidote:
Don’t just create content. Create memory hooks.
Start conversations, not just captions.
Don’t follow trends. Start one.
Build brand consistency before chasing virality.
Choose insight over impulse. Strategy over dopamine.
At IDE, we don’t just grow your followers.
We grow your fanbase, one meaningful post, one nostalgic design, one deep insight at a time.
Ready to Break the Loop?
If you’re done with the hustle of reels that go nowhere, let’s sit down and build a brand that actually matters. Not just to Instagram but to your customers’ hearts.
We’re IDE.
And we don’t just make food look good.
We make it unforgettable.
Let's Collab
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