Austin’s Most Instagrammable Restaurant Turns Out to Be a Viral Fake

Austin’s Mystery ‘Restaurant’ is Actually Fake

AUSTIN — Food lovers in the city may have come across an exciting new culinary spot called Ethos. With mouth-watering images of caviar-topped French fries and cheesecakes drizzled in honeycomb, this self-proclaimed No. 1 restaurant has gained a considerable following on Instagram, boasting over 73,000 followers.

Excitement Among Followers

Fans of the account are buzzing with excitement, flooding the comment section with praise for the unique dishes. Many are even curious about where this trendy restaurant is located, eager to try the food for themselves. However, there’s one major catch — Ethos is not a real restaurant.

The Story Behind Ethos

Since launching in March 2023, the account has shared photos of food that was entirely generated by artificial intelligence. The images show delicious-looking dishes and even feature staff members who claim to be part of the Ethos team.

On its official website, Ethos lists a full team, which includes a general manager, executive sous chef, and even a senior staff forager. This would lead many to believe that Ethos is a legitimate business. However, when individuals attempt to make a reservation — which is only accepted at 4:30 a.m. on the first Monday of each month — they are redirected to a humorous meme page instead.

Seeking Answers

To uncover the reasons behind this curious facade, an inquiry was made to the Ethos account for an interview. Instead of a straightforward answer, the curious investigator received a response explaining that Ethos was too busy with commitments, including the prestigious Austin City Limits music festival and charity events. The message also requested that a requisition form be filled out before any interviews could be scheduled.

What’s in the Requisition Form?

Curious about what this form entails, it includes typical media request questions, but with some interesting twists. In addition to the standard reasons for the interview, it also has cooking-related multiple choice questions and even requires a drawing of a food that interests the requester.

Reactions from the Restaurant Industry

KXAN reached out to the Texas Restaurant Association to get their opinion on the Ethos account and its similarities to other fake restaurant accounts. They noted that technology — including artificial intelligence — is being adopted across many industries, including food service. However, this also highlights the potential for misuse.

The association emphasized the importance of maintaining genuine and authentic connections with customers while using technology to improve service. They recognized the challenges that fake accounts could pose to real restaurants trying to build their reputation and attract diners.

The Bigger Picture

The rise of AI-generated content raises questions about authenticity in the digital age. With so many people relying on social media to learn about dining options, it can be tricky navigating what is real and what is just a clever ruse. While Ethos captured the imagination of many food enthusiasts and sparked curiosity, it ultimately serves as a reminder of the need to stay aware of the information we come across online.

Conclusion

As Ethos continues to entertain its followers with creative posts that stir up excitement, it reflects a broader trend of how digital innovations can blur the lines between reality and illusion. For now, fans may have to keep searching for their next meal at an actual restaurant.