What's interesting is how this is affecting restaurants.

不過有趣的是，餐廳是如何受到影響的。

It's never been easy to make it in the restaurant business, and today good food is, unfortunately, rarely enough.

要把餐飲業做成功絕非容易，而且不幸的是，在今天要遇到真正的美食可以說是可遇不可求。

More and more, the quickest way to restaurant success isn't all about food.

漸漸，讓餐廳最快成功的方法不再局限於食物。

It's all about photos.

而是關於照片。

And for Burger Joint Black Tap, success looks like this.

而對於這家Burger Joint Black Tap來說，成功是這樣的。

The crazy shake.

瘋狂奶昔。

People kept taking photos and we said, well, something is going on here and we've always had a strong Instagram presence.

人們不停地拍照，我們說，嗯，這會帶來一些東西，而我們一直以來也很認真經營Instagram。

But our followers started gaining because people were posting and we were posting.

不過因為大家都在發文，我們也在發文，所以追蹤人數開始增加。

It was going viral at that point.

那時就在網上火起來了。

Is it enough to just have really great food?

只要有真正的美食就夠了嗎？

I've never thought of us being defined by the crazy shake.

我從來不認為一切都是因為瘋狂奶昔。

I think that there are a lot of different elements, from the crazy shake to the craft burger to the music, and the design is a very, very important part of it.

我覺得有很多不同的元素，從瘋狂奶昔到手工漢堡再到音樂，而設計是其中非常非常重要的一部分。

Not every restaurant can strike gold on their first try, which is why some restaurants get a little help from design companies like Paperwhite, which helps restaurants and other businesses figure out their brand identity.

並不是每家餐廳都能一次成功，這也是為什麼一些餐廳會尋求像Paperwhite這樣設計公司的幫助，這些公司幫助餐廳和其他企業定位他們的品牌形象。

We're at the restaurant, Jack's wife, Frida.

我們在Jack's wife, Frida 餐廳。

Where can I see the Paperwhite touch here?

哪些地方是經由Paperwhite設計過的？

So the menus, the sugar packets, everything on the exterior, the signage and then everything down to really the smallest detail.

菜單、糖包、外觀上的一切、招牌，一切從大到小。

We did not by any stretch of the imagination, design Jack's wife, Frida, for Instagram.

我們當初完全沒想過Jack's wife, Frida的設計會在Instagram帶來什麼。

A few months into opening, we noticed people were instagramming the sugars, and so we really just kind of leaned into it.

開業幾個月後，我們發現到人們會在instagram上發糖包的照片，然後我們就真的覺得是有效的了。

- Now you can't not without Instagram - Oh, yeah. For sure.

- 現在不能沒有Instagram。- 哦對啊。一定的。

It would be crazy not to consider it, but it's a factor in the sense that we know that it's a platform people are gonna use, but we're not trying to make it such a formula.

如果說完全跟Instagram沒關係的話也很奇怪，但這也是一個因素，因為我們知道大家都會使用這個平臺，不過我們不會想說一定就是如此。

But for Black Tap, the same social marketing campaign that brought them viral success also led them to court.

但對於Black Tap來說，社交媒體上的營銷活動除了給他們帶來流量外，也把他們送上法庭。

They were sued by former collaborators who believed they helped create the black tap brand, including its crazy shakes, and said they were later cut out of profits from its expansion.

他們被前合作對象起訴，前合作對象認為他們幫助創建了Black Tap品牌，也包括瘋狂奶昔，並說後來卻得不到一點品牌擴張後的利潤。

Black Tap denied their allegations, and the company's eventually settled confidentially.

Black Tap否認了他們的指控，而最後私下和解了。

It's par for the course, but I think being on the map make you a little bit more of a target.

我覺得這都在意料之內，成名讓你更容易被當成目標。

If we were a little 15 seat hole in the wall, you know, having 45 customers a day, I think that there'd be less people, uh, trying to make waves.

如果我們是一家只有15個座位的街邊小店，每天只有45個客人，我想不會有那麼多事端。

Do you think that customers, Instagram users can tell the difference between a restaurant that's doing a stunt food verse, a restaurant that's really trying to develop something that is connected to their brand?

你認為客人、Instagram用戶，能分辨出一家只是光做外表好看的食物的餐廳，跟一家真的想把品牌做好的餐廳嗎？

I absolutely do, you know, if it doesn't taste good, then it's almost like deceiving the consumer and they're not gonna come back.

絕對啊，你知道，如果食物不好吃，就是欺騙消費者，他們也不會回來。

So I think a lot of people think that they can come up with these crazy concoctions and people start lining up and I don't think it works that way.

所以我覺得很多人認為他們可以如法炮製，讓大家開始排隊，但我不認為這樣會成功。

I think things have to be organic.

我認為一切必須是有機的。

You can put something online and posted on Instagram, but if you come in and don't like it, it's gonna be a short lifespan for that company.

你可以把東西放在網上，發在Instagram上，但如果你來了，不喜歡，那這家公司就會很短命。