This chapter focuses on underground restaurants and the use of social media by chefs and patrons to create a dining experience. The methods of analysis include thematic analysis of images and an analysis of hashtag co-occurrence in messages. Images are clustered and interpreted to show the creation of the dining experience through food, setting, cooking, ingredients and plates. The setting cluster is further analyzed to understand the social, experiential, and functional purpose of private dining spaces that are unique in underground restaurants.