Inside Sugar Factory — The Most Instagrammed Restaurant In America

Business Insider
Business Insider
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Published 2017-11-12
Lots of restaurants these days have unique items that have customers whipping out their phones to take a pic and share it with their friends. But Sugar Factory takes the cake when it comes to Instagrammable food and drinks, with a broad range of colorful, and visually stunning items to choose from on its menu. We spoke with Sugar Factory partner Tom Recine about some of their most popular items, what exactly makes them Instagrammable, and how Instagram has affected their business. Following is a transcript of the video.

Customers: "Sugar!"

Tom Recine: Pretty much every single table will have their camera out because they see something they think is fantastic.

Sugar Factory is a restaurant, bar, retail, and many, many other things actually that's rolled into one.

In 2016, this was the number one Instagrammed restaurant in the country, if not the world.

It's a fantastic tool for us. I think it has definitely grown our business. When we create something, it's to create a "wow." And that turns into an Instagram moment. I think it's definitely the best marketing tool there is on the planet. There's no question about that.

We stay very, very relevant in everything that we do.

We have something that's called a Couture Pop. It's a blinged stem with a screw-on lollipop top. That is backed by stars like Britney Spears and Kim Kardashian and many, many others. That's one thing that helped brand Sugar Factory.

Many, many celebrities come in on their own. Some celebrities their licensee tie-ins. We do a really good job of taking care of them, making them feel comfortable here. They respond with a lot of Instagram and Tweets on their own.

One thing is it can't be kitschy or hokey. It has to be relevant. I think people obviously, they eat with her eyes first. It's appealing to the eyes. It's something that everybody associates with. And it's something that everyone just has to have.

We sell a lot of drinks. We sell a lot of goblets. The Drake goblet is a new item on our menu that has just exploded. People are loving that. We have something called a Lollipop Passion. I think the Lollipop Passion is the number one most Instagrammed food or beverage item.

We also have an insane milkshake. The Sugar Daddy. And we have rainbow sliders with colored buns. Our King Kong Sundae is probably the number one dessert. It's a sundae that has 28 scoops of ice cream. And it's garnished with all kinds of candies and Unicorn Pops. And then two sparklers go in it. And the team celebrates a guest's birthday in a way that no other restaurant does.

Sometimes it's taking something that's tried and true, something that people really understand, and taking it to 2 or 3 levels higher. When that happens, you have a winner.

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All Comments (21)
  • @megancuellar4611
    All I need to know is IS THERE A BATHROOM BECAUSE MY STOMACH WILL EXPLODE AFTER THAT
  • @CoachKirbyUGA
    It’s a great place but I️ drink cost $24 (unalcoholic) $28(with alcohol).. let’s not even talk about how much for just a damn burger 🍔!!
  • @Parisbluesun
    I just came from there ..we had a awesome time.my kids love it
  • @Parzival_Z98
    I've recently discovered Sugar Factory in 2023 when one was being built in Hawaii where I live. After seeing the what the food looks like and the King Kong Sundae. I told myself that I gotta try it . I would definitely order the King Kong Sundae to satisfy my sweet tooth to the fullest!
  • @jamesscotto3138
    There place in the Tampa Hard Rock sucks. First time there a waiter stole $30 of my comp money and the food was nothing special, today they opened late and we were told after we were seated they couldn't serve any breakfast items that day. Front end is lost and the wait staff is terrible. Sray away unless you want drink way overpriced drinks and expensive ice cream.
  • @tyler-qm3jc
    I’m so happy (: My moms taking me and my friends there I’m so EXCITED OMG
  • @chloechan4167
    I had so much fun there! I was singing too! I also got that expensive lollipop
  • @AlexSmith-gr4hp
    They look awesome and I want them. And that's how I know I'm part of society's slide into decadence and decay.
  • @chinadog5380
    The food here is very expensive, but REALLY good. You pay for what you get at Sugar Factory.
  • @robertgray7887
    Ate there once, its the coolest restaurant I've ever been in, but the goblets are Upwards of $30...............GTFOH! iF YOU PLAN ON GOING JUST KNOW THE PLACE AIN'T CHEAP AT ALL!
  • @uf4974
    I understand why it’s so expensive, y’all complaining so much not realizing it’s not just a regular drink, it’s in a gigantic glass, it’s specially mixed, had nitrogen gas coming off of and has a shit ton of candy, it’s not a regular soda, you can’t complain about the price 😂
  • @ishratsharmin9310
    I went there on my 11th b.day But I had stomach ache for 4 hrs straight,and didn't told my parents cause I thought they will feel sad.