How do you build a visual content plan for a restaurant menu?

The menu is split into the dishes you want to sell on weekdays and photographed in the venue, with service light and service crockery, not on a white studio sweep. A moodboard is not a plan if the menu changes every fortnight and no new photo follows. Mark the eight dishes you want to push and which ones do not deserve a frame. Say if the pass plating is not the plating in the photo. A beautiful shoot covers plates that are not the ones leaving the pass on Tuesday. The ad shows a presentation the floor does not repeat.

The studio leaves the shot list by dish and the calendar that spends those frames across the quarter. At Tropicalista the content system was built so the venue would be recognised and people would walk in, not so a folder would fill up.

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