Growing Business Using Images

Menuboards and promotional materials are as just as important as the food in quick-serve restaurants. The amount of time, money and effort poured into food photography should not be overlooked, as it may mark the difference between tempting thousands or millions of hungry guests or completely putting them off. The food’s authenticity and integrity must be depicted in the images and pictures a brand uses.  Taco Bell’s director of public affairs and engagement states, “We want our food photography to be as craveable as the food we serve, so during photo shoots, we insist on using the same high-quality ingredients and portion sizes that we serve in our restaurants.”

Many food photographers who understand the needs of quick-serve brands take the liberty to add a customized approached with their clients which is crucial in order to get the most out of the food photography. Food photographer and partner at Bruton Stroube Studios ,Brandon Voges, has worked with McDonald’s, Sonic and Pizza Huts amongst others, and stresses the importance of this customized approach: “One brand might want more comfortable food, another might want something higher-end; every brand has a different desire for how they want to be perceived..It’s always about showing the delicious food, but doing it in a way that works for the brand.”

Vosges mentions the importance of having a sit-down with the client in order to really grasp what is most important to them and what they want to portray and highlight in their images. New photos are constantly being taken as brand philosophies tend to change. This has especially been the case with many brands advertising new healthier menus including gluten-free and low-sodium offerings; these photos have to be taken to show a more healthful look.

Food Photography is as important now as it has ever been given the shift to a much more photo-driven social media experience with apps such as Pinterest and Instagram. What may appear as an accidental candid food photo on a brand’s social media is in fact perfectly crafted and intentional. There is also a fine line when taking candid photos as they still need to remain professional-looking, authentic and be in tune with the brand’s philosophy.

To read more about the intricacies of fast-food photography and its important relevance in the industry, click here