I, Taco

We've all seen the AI flyer slop because it's both IRL and in your feed. And the real problem is it disproportionately affects small businesses negatively. These folks both may not have the money to hire out to a professional and/or they do not have a bunch of extra time laying around. So I am sympathetic, but here are some facts.

"Only 7% say AI-generated marketing makes them trust a brand more." Via Tangle

"The percentage who feel very or somewhat positive about the use of generative AI to create ads is slightly lower than in the previous study, while the share who feel somewhat or very negative is 12 points greater than it was in 2024. One-quarter of respondents are still on the fence, down from 34% in 2024." Source via Tangle

There's a big gap between what advertisers think and what consumers feel. Advertisers are more likely to use words like "Forward-thinking" and "Unique" to describe using AI to generate advertising vs consumers are more likely to use words like "Manipulative" and "Unethical."

Why Restaurants?

The short answer is trust. And all businesses need to be concerned about trust right now, but if I want to buy a shirt, I can go the store, touch it, try it on, and decide if I want to make the purchase. Food doesn't work that way. We need to feel a sense of trust to literally ingest a restaurant's product, especially for the first time. What will make me feel like I'll have something delicious? Often, that thing is photography. And when the photography is not real (not photography), ordering feels like a gamble.

We also get into a squishy area of truth in advertising. If you used a generated image of your pizza that looked deliciously charred as if it was cooked in a wood fired oven, but you're actually cooking it in a toaster oven, that is breaking the promise that your image made. If it's the best toaster oven pizza in the world, it's unethical. The customer is disappointed, and you've lost them. It's OK to show your food in the best light possible – nice lighting, the reddest tomato, a little glisten – but it does have to be the food you are serving.

The fact is, an image shot on your phone can look more delicious than anything you generate. It will be the real thing. People will know it's not fake. All that breeds trust. And maybe more than ever in recent history 🥬, people are thinking about whether or not they trust their food.

Phone Photo Tips for Food:

1. Clean your lens. Sounds basic, but if your images look blurry in parts or have a weird foggy look to them, chances are this is the issue.
2. Use natural light when possible. It is the simplest way to make your food look good. No equipment needed. Outside is fine. Inside window light is even better.
3. Keep it simple. Get rid of all the extra crap in the background. The food should be the main or only thing in the image. Or, an overhead shot can solve a lot of problems.
4. Clean your surface. Clean = Trust
5. Consider the presentation. Is the bun smooshed? Do you have a nicer looking one you can replace it with? Are the avocados arranged nicely? Do you need to wipe the plate? Is the bacon hiding under the toast? Small adjustments can make a big difference. Food styling isn't really about tricks, it's about noticing details. Deeper dive here.
6. Try to be consistent. Think about how the images will all look together, whether on your social feed or website or menu. Maybe you always use the same surface or shoot in the same window. Maybe you always have a napkin with your business name tucked under the plate. Pick one thing. Being consistent also saves you time! Consistency also creates trust. And not just trust but brand.