I help restaurants sell more. I shoot and style menus, delivery listings, campaigns and cookbooks, and my clients see the dishes I photograph sell up to 78% more, with average checks up by 25% or more.
Your menu is the contract between your kitchen and your guest. I shoot the whole card in your own dining room before opening, and hand back files ready for print, for the website and for delivery platforms.
Learn more 02Feed and campaign photographs build appetite in a person who has not walked in yet. I shoot vertical and square from the first frame and build several weeks of content in a single day.
Learn more 03A book has to hold one visual language across a hundred and fifty photographs and survive the printing press. I have taken seven of my own titles from the first frame through to publication.
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A restaurant group updating its card every six months across several cities, with the visual language drifting apart between locations. We photographed the full menu and repeated the shoot each season, so every city printed from one set.
Two restaurants in one group, Namo and Gaylord, refreshing their menus at the same time. We shot both in a single production block so the group would keep one visual language across its rooms.
A two-star kitchen where the plating is the product, and the photographs had to carry that without looking styled. We shot the dishes exactly as the kitchen sends them and let the light do the work instead of the props.
Two restaurants under one owner, both refreshing their menus in the same season. We shot them together to keep the visual language consistent across both rooms.
I am a commercial food photographer based in New York. I have worked commercially for twenty years, starting in advertising with fashion and people, and I moved into food in 2011 after a restaurant order came back looking worse than I wanted it to. I hired a chef, bought a cheap electric stove for the studio, and spent six months shooting nothing except food until the results were right.
Since then I have worked with Michelin-starred kitchens across Asia and Europe, among them Spoon by Alain Ducasse, Bo Innovation, Yan Toh Heen and Tosca in Hong Kong, ABaC in Barcelona and Horvath in Berlin, together with more than two hundred and fifty chefs. On the brand side I have shot for Jack Daniel's, The Singleton, Big Green Egg and Broil King. My work has been published in Forbes, The New York Times and Saveurs, and the British Journal of Photography named me one of the hundred best food photographers in the world.
The part that matters more for your restaurant is not on that list. I hold a second degree in psychology and I use it on every shoot, because a guest decides how they feel about a dish before they finish reading its name. Light entering from the left reads as calm and light from the right reads as tension, and those choices are made deliberately rather than by accident. My job is to guess the expectation of the person your dish is meant for, and then to meet it.
Alex, thank you so much for your work. If we compare the reports from our last shoot with the same period the previous year, the sales of the dishes we photographed increased. The percentage ratio is 70 to 30.
I took the statistics you requested after renovating our menu with your photos. Our bill has grown 24 percent at Namo and 31 percent at Gaylord.
You requested analytics about dishes with photos you took. Last month, we sold out 27 percent more than before. Thank you for a good job, Alex.
Working with Alex on the menu photography for my restaurants has been a game-changer. At Nash we saw a 7 percent increase in orders, while Chaika experienced a 9 percent uplift.
We build a shot list together, then I select props and backgrounds for your dishes.
I arrive with lighting and props and shoot right in your dining room before opening.
I select the strongest shots myself and send you a finished gallery.