An independent Korean restaurant has a wide spread of menu types under one roof. KBBQ sets with twelve banchan, soup-and-rice lunches, naengmyeon for summer, anju for late-night drinking with soju and makgeolli, and the kimchi flight that is the entire reason regulars come back. The website's menu page lists all of it, but the customer scrolling Instagram on a Friday night never reads the menu page. They see a generic photo of grilled meat with the word Korean on it, and reach for the same conclusion they reach for every other restaurant.

SleekPixel reads from the menu and KBBQ-set posts in WordPress. The dish name in English, the Hangul, the menu category (KBBQ, anju, jjigae, naengmyeon), the dietary badges, the pairing field, and the price all live as fields on the post. One template renders the Instagram square and the OG image with the bilingual title set the way the printed menu sets it, the menu category as a small line under the title, and the pairing as an italic note.

The customer who wants KBBQ on Friday finds Seoul Garden's galbi set, not a generic grill photo, and the kitchen earns the regular who was searching for galbi in the first place.

The Korean restaurant market in most Western cities is split into KBBQ and everything else, with the everything else getting almost no marketing budget. The kitchen that does jjigae, anju, dosirak, naengmyeon, and the kimchi flight that justifies the whole place loses customers to the strip-mall KBBQ joint because the strip-mall joint runs more ads. Auto-rendered art that surfaces the menu category, the Hangul title, the banchan count, and the pairing levels the playing field.

The customer who wants soondubu jjigae on a rainy Tuesday finds the kitchen that does it well, not the kitchen that does KBBQ on Fridays and improvises on Tuesdays. The food still does the cooking, the art makes the cooking findable to the customers who were already looking for the menu category the kitchen specializes in.