To Get Customers Through Your Doors
Showing Just Your Food Might Not Be Your Best Option
Not all Restaurant Advertising Photography is created equally. Here is why.
On the surface – Most people that produce Restaurant Advertising Photography default to showing your food. If you are looking to get people to come to your restaurant – showing just your food might not be your best option. “Look at that – a nice steak, I will have to try to remember that place next time I am hungry for steak.”
Unless you are Noma in Copenhagen where you are known for your reinvention and interpretation of the Nordic Cuisine, you need to think beyond food.
Food Photography has its purpose. It is when you want to entice people once they are inside your restaurant, then showing clear mouth-watering images of your food is the way to go. Because once they are inside your restaurant your customers are trying to solve their hunger problem.
How does Restaurant Advertising Photography work? Before a customer has a hunger problem (which you will help solve also), they have something else they are trying to solve. By showing them how you solve this other problem, you get them in the door.
I use problem to describe a lot of different things. Let me give you an example.
Tom’s wedding anniversary is coming up in a few days and he is under pressure to find a place to take his wife. What is his problem? It is not just finding a place – if that was the case anything would go. Maybe he forgot his anniversary last year and caught hell for it. Maybe the place he took his wife last year, was less than expected. Maybe he is looking for a place that will remind them of the romantic trip they took to Italy. Digging deeper into the mind of Tom, you will find – “I need to find a romantic cozy place to take my wife – so that I can treat her with something special – and make her (thus me) happy.”
Now, if presented with a picture of your food – will that solve Tom’s problem? No
However, what if presented with a picture of a happy couple at a candlelight dinner, enjoying themselves – both with smiling happily? Yes – it fits into the general image of the solution Tom is looking for. It shows him what the outcome will be if he chooses your restaurant. That information is transmitted in seconds.
Some things to think about:
- What do you want your customers to experience?
- What do you want your customers to feel?
- What story do you want your customers to associate with your restaurant?
- What life events would you want your customers to share with you?
- How can you help your customers achieve their unspoken desires?
- What problems can you help your customers solve?
Do you feel that Restaurant Advertising Photography will be useful for your current marketing efforts? To learn more and explore the possibilities – We Should Talk – Use the form below to contact me and we can setup a one on one chat.
Visual Integrity Studios – Provides consulting, concept creation, and production, that not only clears the confusion but will enable you to tell your story more effectively. So, people will immediately understand what you offer and the role it plays in their lives.
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