Have you ever opened GoFood, GrabFood, or ShopeeFood and immediately felt tempted to order a meal simply because it looked delicious?
Before reading the menu name or checking the price, most customers first pay attention to the food's visual appearance on their screen.
That is why food photography has become one of the most important factors influencing purchasing decisions.
In the era of food delivery services, customers cannot smell the food or see its presentation in person.
Instead, they rely entirely on food images to imagine the taste, quality, and portion size they will receive.
If the photos are unappealing, customers are far more likely to choose a competitor instead.
This is why culinary business owners should treat food photography as an essential part of their marketing strategy.
The good news is that you don't need a professional camera or a dedicated photography studio.
With a smartphone, proper lighting, and a few photography and editing techniques, you can create menu photos that look professional.
Let's explore these food photo optimization tips to make your GoFood, GrabFood, and ShopeeFood catalog more attractive, increase your click-through rate (CTR), and help generate more orders.
Why Are Food Photos So Important on Food Delivery Apps?
When customers order food online, they are buying based on trust. Since they cannot see the food in person, the visuals become a substitute for that experience.
The more appetizing your menu looks, the greater the chance customers will choose your restaurant over dozens of other options.
Appealing photos also spark customers' curiosity. Fresh-looking colors, visible textures, and neat presentation allow potential buyers to imagine how delicious the food will be before it even arrives at their doorstep. This psychological effect often encourages spontaneous purchases.
Besides increasing purchase interest, consistent food photography also helps build a strong brand identity.
When every menu item shares the same visual style, your restaurant appears more professional and recognizable. This is especially important for earning the trust of first-time customers.
High-quality food photos can also improve your click-through rate (CTR) on food delivery platforms.
The more users who click on your menu, the greater your chances of converting those clicks into sales.
In other words, investing in great menu photography doesn't just make your catalog look better—it also supports business growth.
Technical Requirements and Photo Composition for Food Delivery Platforms
Sumber: pexels.com/EnginAkyurt
Every food delivery platform has visual standards to ensure restaurant catalogs look clean, attractive, and easy for customers to browse.
Although the specific requirements may change over time, the core principles of food photography remain the same.
Every photo should clearly showcase the food as the main subject while maintaining its authentic appearance.
Here are several important guidelines to follow:
1. Use High-Resolution Images
Make sure every photo is high resolution so that food details remain clear, whether viewed as a thumbnail or enlarged.
Avoid blurry, pixelated images or screenshots. Poor-quality visuals make your restaurant appear less professional and can reduce customers' confidence in the quality of your food.
2. Make the Food the Main Focus
The primary subject of every photo should be the food—not the decorations or tableware.
Use props sparingly so the dish remains the center of attention. Plates, cutlery, table linens, or garnishes are acceptable as long as they don't distract from the menu item being sold. This allows customers to recognize the product within seconds.
3. Choose a Clean Background
A simple background helps the food stand out. White, gray, black, or wooden textures are commonly used because they create a professional appearance.
If you use colored backgrounds, make sure they complement the food. Avoid busy or cluttered backgrounds that may distract customers while browsing your catalog.
4. Pay Attention to Photo Composition
Good composition makes your photos look balanced and visually pleasing.
You can apply techniques such as the rule of thirds, symmetry, or leaving sufficient negative space around the food. These methods naturally draw customers' attention to the dish without making the image feel crowded.
In addition, choose the shooting angle based on the type of food. Pizza and rice bowls generally look best from an overhead angle, while burgers, coffee, and steak are often more appealing when photographed at approximately a 45-degree angle.
5. Use Natural Lighting
Lighting is the most important element in creating attractive food photography.
Take advantage of natural sunlight in the morning or late afternoon to produce realistic food colors. Whenever possible, avoid using flash because it often creates harsh shadows and unwanted reflections that make the food appear less fresh.
If you're shooting indoors, place the food near a window to ensure even lighting. You can also use a simple reflector, such as a sheet of white paper or a piece of styrofoam, to soften shadows on the darker side.
6. Show Portions That Match the Actual Product
One common mistake is using photos that look significantly different from the product customers actually receive.
Keep your menu presentation realistic. While it's perfectly fine to arrange the food so it looks more attractive, avoid showing portion sizes, toppings, or fillings that differ greatly from the actual product. Honest visuals help maintain customer satisfaction and reduce the risk of negative reviews.
7. Maintain a Consistent Visual Style Throughout Your Catalog
A restaurant catalog looks far more professional when every menu item follows the same photography style.
Use consistent lighting, colors, backgrounds, and editing styles across all your images. When customers browse your restaurant's storefront, they'll immediately recognize a strong visual identity, making your brand easier to remember.
Consistency also makes it easier to update your menu in the future since every food photo will maintain a harmonious and professional appearance.
Read more: 30 Promising Food Business Ideas for Beginners in 2026 with Minimal Capital!
Food Photography Techniques Using Only a Smartphone
Sumber: Pexels.com/AndreaPiacquadio
Owning a professional camera is certainly an advantage, but that doesn't mean a smartphone can't produce stunning food photos. Today, most smartphone cameras offer excellent image quality that is more than sufficient for GoFood, GrabFood, and ShopeeFood catalogs.
What truly determines the final result is your shooting technique, food styling, and lighting. Here are several techniques you can apply right away:
1. Define Your Photo Concept Before Shooting
Before taking any pictures, decide on the visual concept you want to achieve. For example, your restaurant may want to convey a premium, home-style, modern, or minimalist atmosphere.
A clear concept ensures that every food photo has a consistent character. Customers will also find it easier to recognize your brand identity when your entire catalog follows a similar visual style.
There's no need to create an overly complicated concept. In many cases, a simple theme with coordinated colors looks more elegant and allows the food to become the center of attention.
2. Take Advantage of Natural Light
Natural lighting remains the best choice for food photography because it captures food colors more accurately.
Place the dish near a window so that the light spreads evenly across the food. The best time to shoot is usually in the morning or late afternoon when sunlight is softer.
If the light is too bright, use a sheer curtain as a diffuser to soften the shadows. Avoid using direct flash, as it can create excessive glare and make the food appear overly shiny.
3. Choose the Most Suitable Angle
Not every dish looks appealing from the same angle, so experiment with several perspectives before deciding on the final shot.
Overhead shots work best for pizza, rice dishes, salads, sushi, or meals with multiple ingredients spread across the surface. A 45-degree angle is ideal for coffee, desserts, or rice bowls. Meanwhile, eye-level shots are perfect for burgers, sandwiches, steaks, or layered beverages because they highlight the food's height and dimension.
Don't hesitate to capture several variations of each angle. This gives you more options when selecting the best photo for your menu catalog.
4. Pay Attention to Composition and Negative Space
A well-composed photo naturally draws customers' eyes to the food.
Apply the rule of thirds or position the dish slightly off-center to create a more dynamic composition. Leave enough negative space around the food so the image doesn't feel crowded.
Negative space also helps food delivery apps display menu thumbnails more neatly. Even when the image is reduced in size, the food remains clear and eye-catching.
5. Use Props Sparingly
Props can help create atmosphere in a photo, but they should never overpower the food itself.
Add simple elements such as napkins, spoons, forks, wooden cutting boards, or ingredients related to the dish. For example, a bowl of noodles can be accompanied by fresh chilies and chopped scallions, while a cup of coffee pairs well with coffee beans or a pastry.
Ensure every prop supports the story you want to tell rather than distracting customers from the main subject.
6. Highlight Appetizing Details
One of the greatest strengths of food photography is its ability to showcase texture.
Capture melted cheese, glossy sauces, steam rising from hot dishes, or juicy layers of meat. Small details like these stimulate customers' imaginations, making the food appear even more irresistible—even when viewed only on a smartphone screen.
Whenever possible, photograph the food immediately after it's prepared so it still looks fresh and vibrant.
7. Use a Complementary Background
The background should complement the food rather than compete with it.
Neutral backgrounds such as white, gray, black, or wooden textures are safe choices because they help the food stand out. If your restaurant has a distinctive brand identity, you can also incorporate colors that match your branding.
Most importantly, avoid busy backgrounds that may distract customers from the dish.
8. Take Multiple Photos
Don't stop after capturing one photo that looks good.
Take multiple shots with different lighting conditions, angles, compositions, and garnish arrangements. This approach gives you more options during the selection and editing process.
Many professional food photographers choose their best image from dozens of shots. The more variations you have, the greater your chances of obtaining a truly outstanding final photo.
Editing Tricks to Significantly Increase Your CTR (Click-Through Rate)
Once the photo shoot is complete, the next step is editing. The purpose of editing is not to alter the appearance of the food, but to enhance the image so it looks clearer, brighter, and more appetizing. Proper editing makes food photos more attractive, increasing the likelihood that customers will click on your menu.
1. Adjust Brightness and Contrast Carefully
Photos that are too dark make food appear less fresh, while overly bright images can eliminate important details.
Adjust the brightness and contrast just enough to maintain natural-looking colors. Small refinements often produce much better results than excessive adjustments.
2. Correct the White Balance
White balance ensures that food colors remain true to life.
For example, white rice should appear white—not yellowish or bluish. Likewise, green vegetables should look fresh rather than dull.
Accurate colors help customers develop realistic expectations of the food they order.
3. Increase Saturation Subtly
A slight increase in saturation can make food colors appear more vibrant.
However, avoid oversaturating the image. Colors that are too intense look unnatural and may give customers the impression that the photo has been heavily manipulated.
The goal is to make the food appear fresher without sacrificing authenticity.
4. Remove Visual Distractions
Inspect every part of the image before uploading it.
Remove small stains on the table, distracting crumbs, excessive reflections, or unwanted objects that accidentally entered the frame.
A clean image looks more professional and helps customers focus entirely on the menu item.
5. Use Consistent Editing Presets
If your restaurant offers many menu items, apply the same editing preset to all your photos.
Consistent colors, lighting, and tones make your catalog appear more organized. This not only strengthens your restaurant's visual identity but also simplifies editing whenever new menu items are added.
6. Avoid Overusing Filters
Filters can enhance photos, but they should be used sparingly.
Strong filters often change food colors significantly, causing customers to feel disappointed when their order looks different from what they saw in the app.
Natural-looking edits are always preferable to overly stylized images.
7. Adjust the Image Size and Aspect Ratio
Before uploading your photos to GoFood, GrabFood, or ShopeeFood, make sure they meet each platform's image size and aspect ratio requirements.
Cropped or compressed images can reduce visual quality. Leave enough space around the food so the main subject remains fully visible even when displayed as a thumbnail.
8. Test Before Updating Your Entire Catalog
Before replacing your entire menu catalog, upload a few food photos first.
Monitor which menu items receive more clicks or generate higher sales. This will help you identify the visual style that resonates most with your customers and apply it to the rest of your menu.
Regular evaluation allows your restaurant's visual strategy to evolve alongside customer preferences.
Read more: Exploring Italian Cuisine: From Its Characteristics to Popular Dishes
Frequently Asked Questions About Optimizing Food Photos to Increase Orders
1. Do food photos affect sales?
Yes. Attractive food photos can increase customers' interest in clicking on your menu, leading to a higher likelihood of making a purchase.
2. Do menu photos have to be taken with a professional camera?
No. A smartphone with a good camera is sufficient, as long as it is supported by proper lighting, composition, and editing techniques.
3. What is the ideal photo size for food delivery apps?
Use high-resolution images with an aspect ratio that complies with the requirements of GoFood, GrabFood, or ShopeeFood to ensure the best display quality.
4. Should every menu item use the same photography style?
Yes, it's recommended. Consistent colors, lighting, and composition make your catalog look more professional and help strengthen your brand identity.
5. Is it necessary to edit photos before uploading them?
Yes. Apply light editing to improve the lighting, colors, and contrast without changing the food's actual appearance.
Conclusion
Attractive food photography can set your business apart amid the intense competition on GoFood, GrabFood, and ShopeeFood. With proper lighting, strong composition, and natural editing, your menu catalog will look more professional, improve your click-through rate (CTR), and create more opportunities to increase sales.
To help your culinary business grow even further, complement your visual strategy with ESB's integrated digital ecosystem. From a POS system integrated with Display Kitchen, online ordering solutions, ERP, self-ordering kiosks, supply chain management, to customer queue management systems, every ESB solution is designed to make your business operations more efficient.
Contact the ESB team today and discover the right solution to support the growth of your culinary business.
