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.
Never miss an opportunity to connect with the people who your restaurant brand is about.
Get The Images That You Want
This is very important – Planning is not an option – it is required. This is where there is no substitute for hiring a professional photographer with not only experience in advertising photography but with planning and managing logistics.
When you work with us, each project starts with an Image Strategy Session. We meet with you to develop a creative brief. This is where we work with you to take your idea and clearly communicate it so that it can be translated into an image.
Ideally, if visual guidance can be provided as to what you would like to achieve photographically, it makes a huge difference and speeds up the process. We can discuss what you would like or for the image to portray, but you can never have as clear of an understanding as to when you show us visually what your objectives are.
But, we know that visual guidance is not always possible when exploring ideas.
Depending on the complexity of the image – we provide mock-ups as a way to clearly communicate ideas. Mock-ups do not truly represent the finished work. But, They do provide a visual tool to make sure we all share the same common idea for the photographic outcome. Before a lot of money and time is invested in a project that is not to your liking.
Once the strategy has been developed, the logistical issues will need to be addressed. Every shoot is somewhat of a challenge. A target shooting date has to be set and agreed upon. Locations must be chosen and checked for their suitability. If talent is being used, they too need to be selected based on your ideal audience, booked and their accommodation arranged. Props must be found, procured and moved to the shoot.
After the shoot – there is post-production work as well, before delivering the final images to you.
Restaurant Photography Example