The power of imagery

Renowned food stylist and photographer, Mario Daou, highlights five key points to keep in mind about the effect of a good picture on your menu and how photography can drive footfall

Every picture you take is the accumulation of life experiences, of your passion about everything that pushed you to that moment. This is represented just by the fact that the same item generates different emotions when shot from different angles or by different photographers. Therefore, no matter how hard you try to explain or elaborate on what you are seeing, you cannot explain a picture, because it becomes a feeling.

Pictures can drive footfall and win clients’ loyalty

We all really hate it when we order an item and it arrives looking completely different from how it appears on the menu. We aim to preserve the same quantity and quality of what you actually order, which is why we ourselves simply order the item then proceed in styling by creating a certain ambiance to the picture without adding anything to the main item. If clients get exactly what they came for, they can trust in the knowledge that the same experience will be handed out every single visit and that the same taste and quality will be preserved.

Choose between still or in motion

Videos or still pictures? Each has its charm and its purpose. Stills tend to be more personal. The feeling or the taste they awaken and bring differ from one client to another. They simply leave space for more imagination and push you towards food cravings once again. On a different level, videos could be used to send a direct message of what to expect when visiting the restaurant and the ambiance the place provides. Videos highlight the process undertaken to create a specific plate, engaging all the possible olfactory, auditory and even gustatory senses. This highlights the attention to detail that goes into each plate.

Steps to follow to build a comprehensive image-based strategy

Working with the same photographer provides a guarantee that a restaurant’s authentic identity will be maintained. When scrolling through Facebook feed, for example, and seeing an ad, readers will automatically identify the restaurant it depicts from the colors used, the background or the lighting mood. The picture becomes an inseparable part of the place’s brand identity and presence. Social media, and how the business is presented through such platforms, are an essential part of today’s business schemes. Businesses could risk losing assets and components because they failed to stay true to their image and identity. This is why it’s so important for the marketing team as a whole to be assimilated into the company’s culture.

Photos: Your brand companion

We live in a fast-paced media era where photography plays a huge role in the selfimage the company aims to create. Keeping up with the raft of new equipment and techniques emerging is a must. Any delay will leave you miles behind what the client truly wants. Undoubtedly, this technology is constantly evolving and today scaling new heights. One thing that should always be kept in mind is the importance of true art. The passion that brings can never be replaced by any type of retouching or computer modeling.