Aesthetics First, Food Second: The Rise of the ‘Pretty Cafe’ Culture

Do y’all remember how a few years ago, visiting a restaurant or a food outlet was primarily about the food they served? We, as foodies, prioritised places like Baghdadi in Colaba for Butter Chicken-Roti and Parsi Dairy Farm for the OG Suttarfeni for the top-notch food they served, even if the outlets looked like age-old tattered spots. The key factors drawing in customers were the perfect latte, a well-made Naan, or an expertly crafted biryani. However, a striking shift has occurred recently, and the GenZs are responsible for it. They now choose their cafes based on aesthetic looks and vibes, rather than culinary offerings. This has become the current trend, thanks to the GenZs for their trend-setting ability!

The Post-2020 Cafe Culture Shift and The Rise of the Aesthetic Cafe

The COVID-19 pandemic normalised remote work, and with the world transitioning back to normalcy, professionals and students have found themselves unwilling to return to traditional office cubicle settings. Cafes, and smaller restos, offering a blend of social and private space, have become the new go-to workspaces. Unlike home offices, cafes provide a dynamic environment, and the ability to be around people without engaging in direct social interaction.

Before 2020, working from a cafe was a rare luxury, however today, it is a routine practice. Recognising this trend, many cafes adapted their spaces to accommodate remote workers by providing larger tables, ample charging points, and even designated quiet zones.

The advent of social media has radically changed consumer preferences. People want to share every aspect of their lives with their online family, after all it’s all about the engagement. The search for ‘pretty cafes’ on social media brings up images featuring pastel-coloured walls, artfully plated dishes, and cozy reading corners bathed in natural light. The visuals matter as much—if not more—than the menu itself.

The catch? These cafés still prioritise aesthetic appeal over ergonomics. Moreover, food has become a secondary concern for café-goers who treat these spaces as offices. Many order a single latte and nurse it for hours, making café menus more about light bites and Instagrammable drinks than elaborate meals. This transformation raises an important question: If people no longer visit cafes primarily for food, does the role of a cafe fundamentally change?

Mumbai, known for its diverse cafe culture, has witnessed the rise of numerous such aesthetically driven cafes. Let’s go check them out!

The Banyan Tree Cafe: Where Art, History, and Great Food Collide

Tucked away in a 140-year-old former ice factory in Ballard Estate, Fort, The Banyan Tree Café isn’t just a place to grab a bite—it’s an experience and a very charming one. Located inside IF.BE, a shut-down factory place and an architecturally rich venue, this café sits beneath a magnificent banyan tree, seamlessly blending heritage charm with modern food culture, bringing in a tranquil and nature-infused ambiance. Large explored brick walls, open, sunny courtyards, and an open kitchen buzzing with activity- this is what The Banyan Tree Café is about!

When it comes to food, Chef Ravi Sharma has thoughtfully crafted a menu that balances health and indulgence, with each item notifying the ingredients and the flavor profile of the dish.

A careful selection of Small and Large Plates gives the perfect foodie vibe, with dishes like a Hummus Plate and Grilled Chicken. The all-day breakfast is a win, and the fluffy pancakes? A must-try! There’s something for everyone, whether they’re at The Banayan cafe for Business or for pleasure. However, if you are in the mood for something light, there’s a crafted selection of salads, soups, and sandwiches you can't miss out on!

And coffee nerds, rejoice! The café serves 100% Arabica from Dope Coffee Roasters, brewed on a sleek, rare Carimali Bubble espresso machine. Pretty fancy, right? Whether you're here for a work break, a cozy catch-up, or just to soak in the artsy vibes, The Banyan Tree Café is the perfect spot.

Silk Road Coffee Company: A Coffee Lover’s Playground in Versova

Located in a quiet corner of Versova, The Silk Road Coffee Company is the perfect amalgamation of coffee with craft, creativity, and community. SRCC is a 3,500 sq. ft. coffee and bakehouse experience, thoughtfully designed for coffee geeks, casual sippers, and pastry lovers alike, and just a cafe for its namesake.

The two-storied space has a modern minimalist vibe, with a live baking area, cozy little reading nooks, and great sunlit outdoor seating. Whether you’re in the mood to sip on a perfectly brewed AeroPress, geek out over the exclusive Slayer espresso machine, or enjoy a Crunchy Crème Brûlée, every visit feels special.

A short, sweet, and crisp menu is the highlight of this place, which features a variety of freshly baked bread—from flaky croissants to airy focaccias — they serve it all! The menu has limited food options, but the list of desserts seems endless, with varied options like cookies, pastries, and cakes.

The SRCC ethically sources its coffee beans from estates in Chikmagalur and the Shervaroy Hills, which promise bold and diverse flavour profiles. And wait, if you’re into cool coffee twists, their Iced Vietnamese Espresso and Honey Macchiato are absolute winners.

The Silk Road Coffee Company is beyond just a café, it is a popular spot for its bohemian interiors, warm lighting, and rustic furniture, making it ideal for casual meet-ups and remote work. An artistic, caffeine-fuelled escape, SRCC is where every cup has a story to tell!

While both serve good food and coffee, their design and ambiance are the main attractions. This preference for visual appeal over taste is not limited to a few cities. Globally, cafes are prioritising design over culinary expertise, betting that a visually stunning space is more likely to go viral than a great—but non-photogenic—meal, ultimately boosting ROI. However, that’s the business angle of things, but can you always choose aesthetics over food?

The Experience Economy & Changing Priorities

To understand why aesthetics have overtaken food quality as the primary draw, we must look at the larger trend of the ‘experience economy.’ Consumers today value experiences more than tangible products. A visit to a cafe is no longer just about having coffee; it is about feeling a certain way, capturing a moment, and sharing it with others online.

From a business perspective, the shift toward aesthetics makes sense. An Instagrammable cafe ensures free marketing, drawing in crowds without traditional advertising. Customers become brand ambassadors, posting pictures that generate buzz and increase foot traffic. However, this model is not without its drawbacks. The lifespan of a ‘trendy cafe’ is often short-lived. Once the hype fades, these cafes must constantly reinvent their space or risk becoming irrelevant.

However, this shift poses a crucial question: Is the cafe industry moving toward a future where aesthetics completely overshadow quality? Or will there be a balance where both ambiance and food matter equally? Only time will tell. Until then, whether you visit a café for its coffee, interiors, or a good Instagram shot, one thing is clear—cafes are no longer just places to eat; they are places to be.