About

Food Insider Gold Leaf Food is a series of videos made the media outlet Insider in which foods, particularly chicken and hamburgers, are coated in gold. Online, people mocked the foods, calling them decadent to the point of excess.

Origin

On July 18th, 2017, Food Insider tweeted a video about a gold-leaf wrapped donut that costs $100. The video (shown below) is the earliest known example of Food Insider covering gold food.^[1]

All gold everything. ✨ pic.twitter.com/X56gErHxQD

— FOOD INSIDER (@InsiderFood) July 19, 2017

On May 5th, 2018, Food Insider tweeted a video about "gold wings." The video (shown below) received more than 15 retweets and 60 likes in three days.^[2]

You can find these gold wings at @TheAinsworth 🏆 pic.twitter.com/ikaaVR6874

— FOOD INSIDER (@InsiderFood) May 5, 2018

Spread

Hours later, the account published a video about a burger that comes with a 24-karat gold bun, which has been wrapped in gold leafs.^[3] The post (shown below) received more than 1,600 retweets and 4,700 likes in three days.

This burger comes with a 24-karat gold bun 😱 pic.twitter.com/lxsoT8cwsi

— FOOD INSIDER (@InsiderFood) May 6, 2018

Shortly after the release of the wing and burger videos, people began making jokes about the decadence of the food. People remarked that there are people starving in the United States and that making food out of gold was offensive. They also remarked on the quality of the food. Twitter^[6] user @BrokenRev tweeted a picture form the video with arrows pointing to the pink color of the chicken. They added the caption, "These @InsiderFood interns are gonna die one of these days." The post (shown below, left) received more than 5,200 retweets and 11,300 likes in four days.

That day, Twitter user @SheaSerrano retweeted^[4] the video and added the comment, "MEXICANS: hi hello listen please help us stop the government from sending their ICE attack dogs to tear apart our families THE WHITES:" The post (shown below, center) received more than 740 retweets and 4,300 likes in three days.

On May 6th, Twitter^[5] user @iskandrah shared the video and add, "– Flint, Michigan has poisoned water – Puerto Rico's power outage is the second-largest blackout in history – 21% of American children live in families who exist below the federal poverty line – Senior citizens are still choosing between buying medications and paying bills." The post (shown below, right) received more than 370 retweets and 590 likes in 24 two days.

That day, Twitter^[7] user @zackfox retweeted the burger video and added the caption "white people will eat everything on the periodic table except salt." The post (shown below) received more than 46,000 retweets and 159,000 likes in two days.

On May 8th, Food Insider published a Twitter^[8] Moments page based on the reaction to the burger.

Various Examples

Search Interest

External References

^[1] Twitter @InsiderFood's Tweet

^[2] Twitter @InsiderFood's Tweet

^[3] Twitter – @InsiderFood's Tweet

^[4] Twitter – @SheaSerrano's Tweet

^[5] Twitter – @iskandrah's Tweet

^[6] Twitter @BrokenRev's Tweet

^[7] Twitter – @zackfox's Tweet

^[8] Twitter – Gold leaf burgers are a thing and people are mad about it