Today’s tip for Canada’s restaurant and foodservice industry

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Utilize professional food photography
July 15, 2013

There has been a long history of restaurants using images of food as part of their menu design. When done properly, pictures can create interest in a dish and influence purchase decisions. Digital image technology has advanced to the point where capturing and manipulating food pictures are cost effective and accessible to even the smallest operator. When not utilized properly though, images can have a negative impact on consumers’ impressions.

There are several pitfalls to avoid when using food photography. Unless you are a trained photographer, use an expert with experience working with food subjects. Understanding the art of how to make dishes look appealing and presenting them well takes more than just an expensive camera. Preparing and presenting food to look attractive through the lens is very different than preparing it in the kitchen. The images should look like the food that will actually be served to the guest. Pictures establish guest expectations leading to disappointment if the reality falls short of the promise.

Courtesy of David Swanston, a Hospitality and Foodservice Consultant, Principal of Focused Industry Training Seminars and is an instructor at major Canadian university business schools. Since 1997 he has helped a wide variety of organizations develop and launch new concepts, turn around troubled operations, and improve sales, profits, controls and efficiency. To learn more about how he can help you improve your sales, profits and performance, contact him directly at 905.331.6115 or contactfit@fitseminars.ca.

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