So you’ve opened your restaurant/food business and food photography is key to your marketing but surely stock photography or self-taken snaps will do, right?
After all, you need to keep the costs down and get the customers rolling through the door first.
Your visuals make or break potential customers interest in your business and taking this approach could seriously hinder your business. Poor quality images can cheapen your brand, or worst still can be associated in the consumer’s mind with poor quality food and this, in turn, can affect how many people walk through your door to try you out.
Here are 5 reasons why investing in great high-quality food photography helps bring in more customers:
1. Quality images of your actual products help set up your customers expectations and build their anticipation.
A generic stock photo of a cake might help show people that you are a bakery but a quality image of your specialty apple crumb cake styled and photographed beautifully will really get people queuing outside the door. You want to whet the customer’s appetite and get them excited about your cakes, not just any cake.
Not only that but real photos help build your credibility and therefore conversion rates. When people know that they can get that exact delicious cake they’ve seen on your Instagram in your stores then they will come back time and time again for it as well as tell everyone else where to go get it. The flipside of this is that showing stock images of food products you don’t sell can lead to upset and confusion and potentially bad word of mouth reviews.
Clear, detailed images are deemed to be very important by 67 percent of consumers and carry even more weight than the product information, full description, and customer ratings.”
2. Showcase your products and show people the reason they want to buy it
Just launched a new range of iced drinks in time for summer? Then capture that with stunning photography and have people lining up out the door to quench their thirst. People are more likely to buy a product that they have already seen than one they’ve never seen. Build your brand with high-quality images that not only put your products at the forefront of people’s mind but also highlight why they want it, whether it’s a cooling ice drink or a new range of healthy delicious meals.
3. Hubspot tells us that when people hear something they retain 10% of the information but pair that with an image and it rises to 65%.
People might see the advert for your Italian restaurant online or in the media but pair that with a visually stunning image of one of your most popular pasta dishes and you are making yourself more memorable to the reader. Next time their friends ask ‘Where shall we go out on Friday?’, it’s likely that your restaurant name will come up over a competitor who didn’t have a mouthwatering photo next to their ad.
60 percent of consumers more inclined to select a business with images in its local listing.”
4. People often search for places to eat on their mobile device on the go and having a high-quality photograph come up on your Google listing captures that audience
People eat with their eyes and you need to capture them from the get-go. They aren’t just window shoppers. They have the potential to become immediate customers of yours. Putting a photo of your restaurant front is helpful to them finding you. Putting a photo of one of your delicious signature dishes styled beautifully will capture and engage their emotional eating behaviours and have them running through the door to try your food. This is a great way to get new customers who might not have found you otherwise.
5. High-quality images take your social media game to the next level
Millennial’s use of Instagram as a way to decide what and where to eat. Pictures hold power and for this demographic, a low-quality photo could spell bad news for your food business. Word of mouth is now done through sharing images and with people’s tendency to scan a page and make judgments quickly based on looks you want to make sure that your food imagery stands out and makes you the obvious choice over your competitors.
In an age when the image is king, professional food photography is a prerequisite for a successful online presence and thriving food brand. Making the investment in a professional photographer, who is able to create exceptional images for your business, could result in higher customer attraction and conversion.