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Universal Orlando prepares to open the ultimate Instagram restaurant

August 12, 2016, 9:48 AM · The Toothsome Chocolate Emporium and Savory Feast Kitchen will open any day now at Universal Orlando's CityWalk. But fans are taking notice of the restaurant's new menu (and its prices!) which have been posted outside the restaurant.

The restaurant is taking the place of the old NBA City, and will feature a steampunk-inspired atmosphere themed around a chocolate factory and kitchen. Universal also posted an audition notice for atmosphere characters who would interact with guests in the restaurant, which should help reinforce the fanciful theme. But, keeping with the restaurant's over-the-top-name, it's the outlandish food — especially its signature milkshakes — that should get the most attention from diners when the restaurant opens.

If Vincent Vega thought five dollars was a lot for milkshake, I can't imagine how he'd reach to a $12 shake. (Doing the math, a $5 shake when Pulp Fiction was released should cost $8.13 today, after inflation.) But, to be fair, the shakes at Toothsome Chocolate Emporium deliver a lot more than Uma Thurman's shake at Jack Rabbit Slim's. I mean, have you ever seen a milkshake that used a whole chocolate-covered banana as a garnish?

And that's the point. Toothsome Chocolate Emporium and Savory Feast Kitchen might be the first restaurant designed as much for diners as for Instagram. The leading reason for these milkshakes is for people to be so impressed by their look (and their cost) that they make sure to take a picture of them, and then post that photo to their Instagram, Facebook, Snapchat and Twitter accounts.

Toothsome Chocolate Emporium and Savory Feast Kitchen milkshakes
Photo courtesy Universal Orlando

Toothsome's milkshakes are designed to become viral marketing for the Universal Orlando Resort — to create a signature food item that can stand out among the flood of meal photos on Instagram to make people say "Wow — I gotta go there and get that!"

Given the number of posts I've seen since Universal posted the menu, I'd say that plan already is working.

More about the Toothsome Chocolate Emporium and Savory Feast Kitchen:

Replies (11)

August 12, 2016 at 10:52 AM · $12 for a shake is similar to the price of drinks at some themed bars in big cities. In Chicago there is a Polynesian bar called Three Dots and a Dash that has drinks that are all $13. They are alcoholic though. That place has drinks that are $180 and even $350 too, but those are meant to be shared by several people. How expensive it is is part of the "you have to check it out" vibe of the place. That bar is always packed too.
August 12, 2016 at 3:12 PM · So...do they put, like, bourbon in it?
August 12, 2016 at 8:54 PM · These overindulgent milk shakes are definitely on trend these days. Excited to give it a try. Chocolate x 5? Yes, please.
August 13, 2016 at 5:14 AM · Looks like a full day's worth or calories in a single glass!!
August 13, 2016 at 8:04 AM · Over the top milkshakes is a food trend in most major cities. this isn't innovative at all...
August 13, 2016 at 3:17 PM · fools parting ways with their money.
August 14, 2016 at 5:16 AM · Whatever...you're on vacation. We save up all year to splurge when we are away. We would totally go there and enjoy the $12 shakes.
August 14, 2016 at 10:38 AM · I always think that the price of admission is in the cost of the milkshake also. It's a themed restaurant with actor's. It keeps the restaurant from extreme traffic. Already there will be hour sometimes two hour wait times.
August 14, 2016 at 12:32 PM · They weren't trying to be innovative. They were just trying to deliver amazing milkshakes people would enjoy on their vacation and write home to tell about. Looks like they are going to succeed!
August 14, 2016 at 9:10 PM · Is it open yet? Take my dollars!
August 15, 2016 at 3:40 PM · I have to admit they don't look as appealing as the name of the shakes, but I will try them still

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