Highly aestheticized pictures of food circulate on Instagram often with a focus on elegance and composition, particularly as restaurants compete to make their food and interiors Instagrammable. Recently, a counter-tendency has appeared in which restaurants attempt to brand themselves through different aesthetics and discourses. This chapter analyzes the Instagram profile of chef and restauranteur Umut Sakarya, the owner of Guldkroen (the Golden Inn). His account presents food in a grotesque, humorous, and often provocative manner and it is argued—based on a theoretical Bourdieusian perspective—that using Instagram in this manner functions to brand the chef and restaurant as rebellious.