Creative, commercial photographers.

Hi-tech digital food photography gets the customers in

April 3, 2010

Gone are the days of the fading images of the fast food burger. These days, according to an article in the Independent recently by Rhodri Marsden, tantalisingly realistic meals can be projected onto your table from a gismo above your head and your choice via an iPhone-like touch panel also projects the image onto the table then takes your order speeding direct to the kitchen. The diner is even able to select the design of digitalised tablecloth via the touch panel to complete the illusion.

This new digital way of dining has taken London by storm and its popularity is increasing, so there must be something in this new type of digital presentation to encourage people in. Of course, the food should live up to the quality of the presentation, but obviously this new digital approach to dining is whetting many people’s appetites.

The idea originated from the owner of the restaurant Inamo, Noel Hunwick, who with his partner Danny Potter thought up the idea of being able to tap the table top to get your order of food. They employed a software architect to develop the idea, bought their restaurant in London’s West End and the rest is history. Hunwick puts its success down to the popularity of computerised pointing and clicking which not only speeds up the ordering process but is also very popular with children. Also according to Marina O’Loughlin writing for the Metro, direct communication to the kitchen lessens the possibilities of human error and there is no need to catch the waiter’s eye. Critics of the system however only see it as suitable for the fast food end of the market and its popularity could end up with job losses in the catering industry.

Digital food photography in Leeds, London and other parts of the country would therefore seem to be the way forward as an integral part of the ordering process for those in the fast food industry.