No One Likes Amateur Food Porn

beautiful shot of a mouth-watering burger

Successful restauranteurs take the time to order the freshest ingredients, prepare the most mouth-watering recipes and offer the best service to create an experience for diners that keeps them coming back. Yet with all of the focus on the details of the dining experience, food photography on websites and other marketing materials is almost always an afterthought.

The Camera Does Not Make the Photographer

It’s not uncommon for chefs, restaurant owners or even marketing managers to own the latest and greatest professional grade camera giving them the ability to shoot food imagery themselves. Professional photographers aren’t the bad asses they are because they own a great camera. They are awesome at what they do, because they have an eye for composition and lighting, experience translating a flat image into a mouth-watering visual, and they have the expertise to use the right tools for the job. A great photographer can create a stunning image regardless of the quality of camera, whereas an amateur photographer with the best quality camera will always produce a mediocre image. Hiring a professional photographer is the first step to creating an image that gets people craving your food.

Chefs are Great, but Food Stylists are Better

While your head chef knows how to make a delicious meal with a beautiful presentation to be delivered directly to your patrons, the same plate will likely not be camera ready. There is a big discrepancy in what we view as appetizing when a meal is on a plate before us, and what is appetizing in a photo on a website or print ad. In person, you have other senses like smell and taste to enhance your perception of a dish. A great food stylist understands the limitations in photography, and is able to enhance the visual representation of a dish to make up for the loss of smell and taste. Great photography doesn’t happen instantly and in just one shot, so you’re beautifully plated ice cream dessert won’t last more than two minutes under the lights. I spent many years concepting and art directing food and beverage shoots for Friday’s, and learned just how valuable the subtle details are that a food stylist adds. Having your chef work with the stylist will ensure that everything is made to spec, so that customers’ expectations are met.

Food photography can not only drive business into your restaurant, but it can also create demand for higher profit dishes. When visitors to your site see a shot of a beautiful entree, their brain kicks into desire mode and they will flock to your establishment to satisfy those cravings. Take the time and care working with a professional photographer and stylist just as you would ensuring that the in-house dining experience fulfills those same expectations. After all, getting people to your restaurant is just as important as ensuring they have a memorable dining experience.

Similar articles

Brand Fanaticsim: Finding Your Fanboys
Packaging Unwanted Solutions
Are We Playing the Same Game?
Is There Value in Focus Groups
The Unreasonable Demands of the Modern Logo

Leave a Reply