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The Creative Issue – News for Creatives | February 24, 2020

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Instagram: Bringing Brisbane Foodies Together

Instagram: Bringing Brisbane Foodies Together
Natalie Robinson

Food means something different to everybody. Maybe it’s sustenance for the long, hard day ahead, comfort at the end of it, an adventure, a way to bring people together, or a guilty pleasure— but at its heart, food is an expression of creativity.

From the humble smashed avo on toast to the highest of haute cuisine, there is a beautiful simplicity and peace to it all that we crave in the busyness of the everyday. This fascination with food is nothing new, but in recent years, ‘foodie’ culture has taken over the world.

Immaculately arranged acai bowls, towering American-style cheeseburgers, artisan patisserie, whimsical coffee art— Instagram has it all in abundance, and the hospitality world has taken the hint.

Cafés and restaurants everywhere are brandishing their cameras and snapping pics of their culinary creations. They’re tapping into this new world of foodies, and Instagram is where they’re sharing their passion with the people.

Brisbane businesses are no exception. Neighbourhood up-and-comers and franchises alike are using the site to keep their customers up-to-date on all their newest inventions and grow their following.

Enter Miss Kay’s, a burger bar with a buzzing atmosphere filled with live music, friendly people, cold beers and cocktails, and of course, hot delicious burgers, fries and more.

This burger bar has been dishing up American-style eats in the Brisbane CBD since 2015, and have since opened up two more locations in Mitchelton and Springwood.

With over 21,000 followers and hundreds upon hundreds of likes, they have a loyal and ever-expanding online following. We reached out to the team at Miss Kay’s to find out just how Instagram fits into the picture.

According to Emilee Todd, coordinator for all things marketing, it began with owner Matt Lee. After seeing how much Instagram and other media platforms like Facebook can really help to grow businesses, Matt decided that Instagram was the way to go to help give Miss Kay’s an edge.

“The logical way to get the story out there about Miss Kay’s was social media,” says Emilee, “and more importantly Instagram, because that’s becoming such a huge platform these days.”

Over the past couple of years, Instagram has become integral to the way Miss Kay’s communicates with their customers. “With our Millionth Burger activation at the moment,” says Emilee, “we’ve been using Instagram stories to stay connected with our influencers and followers.

Instagram makes it so much easier to connect to and engage our audience in our content. We’ve got a relationship, a friendship with our customers.”

We also asked Emilee why so many people are showing Miss Kay’s Instagram posts so much love. “We take it to the next level. It’s something different and exciting. We try to be a bit quirkier and a bit more on the fun side with our burgers. There’s so much content on Instagram now that you’ve really got to do something fun and out-of-the-box.”

Another local business with the same passion for quality food and out-of-the-box thinking is one of Brisbane’s most Insta-famous cafés, Nodo Donuts.

Launched in 2014 by Kate Williams, Nodo Donuts is all about healthy and delicious food that everyone can enjoy. Nodo’s philosophy: Eat donuts for breakfast.

We spoke to Kate back in 2016 about what Nodo is all about, and we’ve reached out to her again to find out how the business has grown over the last couple of years, and what part Instagram had to play in it all.

When asked her opinion about the Instagram foodie craze, Kate says, “I love it. I’ve always been a massive foodie, so I’m really inspired when I look around at what’s going on and all the exciting things that are happening.”

Four years after their first Instagram post, which received around 30 hearts, some of Nodo’s latest posts have reached 50 times that number. One of their most recent photos clocked in at around 1,600 hearts, and their account now boasts an incredible 37,600 followers.

“I think I took Instagram for granted in the early years, but then one day, I posted a picture of this sticky date donut, and the next day, we had people knocking on the door, going, ‘Where is it?’”

“I didn’t realise how much people react to the pictures. So now, when I post a picture of something new, I have it there ready to go.”

We also asked Kate why she thought Instagram was so important for foodies, and for Nodo. “People really respond to it. They’ll see our food on Instagram, and they’ll come in the next day and say, ‘I want that thing you posted a picture of last night.’ We drive a lot of business to the store from Instagram.”

“People love our posts because they can tell how passionate we are. And people know that what they see on Instagram is what they’ll get in the store. Our chefs make sure that every dish that goes out is beautiful.

“We get a lot of people coming in and taking pictures of our food, so part of the business is making sure that people love what they see and want to share a picture of it.”

And the more these pictures are shared and liked, the more people they inspire. “I’m always excited when I come across something new. I’ll look at restaurants and cafés on Instagram and sort of draw inspiration from everywhere.”

So there we have it. In an era of information overload, Instagram makes things just a little easier for foodies to come together and get inspired.

For those who love to eat, it means pictures and news from the latest and greatest local cafés and restaurants at their fingertips whenever they need it. For those who love to create, it means sharing their work with the world in a way that’s fast, effective, and most importantly, personal.

Why food? For the love of expression. Why Instagram? For the love of connection.

The details:
What: Miss Kay’s Burger Bar
185 George St, Brisbane CBD
40 Blackwood St, Mitchelton
30-34 Fitzgerald Ave, Springwood
Website: find their menu at
Follow them: 

What: Nodo Doughnuts
1 Ella St, Newstead
300 Elizabeth St, Brisbane CBD
25 Samuel St, Camp Hill Marketplace
Newstead— Monday-Sunday 7am-3pm
CBD— Monday-Friday 6:30am-4pm, Closed Weekends & Public Holidays
Camp Hill— Monday-Friday 7am-4pm, Weekends 7am-3pm
Website: find their menu at
Follow them:

Images: Miss Kays Burger Bar & Nodo Donuts