How Notcutts have built their restaurant brand with consistent, relevant food photography.

Display image of the food photography shot for Notcutts with pricing displayed as point of sale literature retaining their core food brand

In the world of food and food brand, 2023 was all about batch cooking, non-alcoholic beverages, pie fillings and cognitive eating, while 2024 was all about the resurgence of the eating out market. According to BidFood, one of the UK's leading food distributors, key 2025 trends will see us exploring Greek, Turkish and Swiss cuisine, valuing venues and brands that have the environment in mind, enjoying premium sandwiches and ‘on-the-go dishes’ and savouring an explosion in the hot beverages market!

And my point? Food fashion is constantly evolving. Tastes and priorities change and people shift to the ‘next big thing’.

That’s where forward-thinking food establishments will always excel; by being aware of the value of fresh visuals and their ever-evolving market.

For the past two years, I have enjoyed working with local retailer Notcutts to ensure their food brand and menu imagery evolves with the seasons. Spring menus, for example, feature light, fresh dishes that evoke a sense of renewal and optimism. By summer, images shift to include outdoor dining setups, vibrant colours and dishes that celebrate the season’s abundance. As Autumn rolls in, the focus turns to hearty meals and warm tones that invite customers to cosy up.

By updating their images regularly, Notcutts keeps their customers informed, excited and engaged with what’s on offer. Their approach demonstrates how fresh, seasonal visuals can reflect a brand’s values while staying in step with changing tastes and trends. Each photoshoot has captured the menu’s essence while maintaining a consistent photographic style that reinforces the company's food brand identity.

This approach not only highlights what’s on the menu but also aligns with the emotions and experiences customers associate with each season. It’s about creating a connection that goes beyond the plate.

Consistency is Key

Dishes may change throughout the year, but I ensure that the images have a consistent photographic style – which is absolutely key to building brand recognition. We know what our customers expect to see: menu images of food that looks delicious, appetising, inviting, and beautifully styled.

Why Regular Updates Matter

For food companies, using the same images year after year is a missed opportunity. As we have seen, food trends shift rapidly (and wildly), and outdated imagery can make a menu feel stale, regardless of how the dishes may taste. Regularly updated visuals show customers that a brand is innovative, attentive, and in tune with what they want.

Notcutts’ commitment to refreshing their menu imagery sets them apart. It signals to their customers that they care about consistently communicating the quality and presentation of their offerings.

What’s Next?

As 2025 continues, food businesses will need to adapt to new trends, from shifting flavours to the growing demand for sustainable dining options. Notcutts’ example shows that staying ahead of the curve isn’t just about changing the menu – it’s about showing customers what’s new through compelling, up-to-date imagery.

For food companies looking to make an impact, the lesson is clear: don’t let your photos fall behind. Your visuals are your first impression – make them count.

For more details or to discuss your photography requirements Simply get in touch 07775 851827.