Go Behind the Scenes at a McDonald's Photo Shoot | McDonald's

Summary

In this informative video, Hope Bagozzi, Director of Marketing for McDonald's Canada, answers a common customer question about why McDonald's food looks different in advertising than in stores. Taking viewers behind the scenes at a photo shoot, Hope shows how food stylists carefully craft burgers using the same ingredients as in the restaurant. Differences in appearance are highlighted, such as the positioning of ingredients for visual appeal and slight retouching to enhance colors and details. The process, though intricate, ensures a visually appealing final product for advertising, while maintaining authenticity with the actual food served.

Takeaways

• 😀 McDonald's Canada addresses a common customer question about why their food looks different in advertisements compared to what is served in-store.
• 😀 Hope Bagozzi, the Director of Marketing, walks viewers through the process of how food is photographed for advertising purposes.
• 😀 The comparison is made between an actual Quarter Pounder with Cheese purchased from a McDonald's store and a burger specially crafted for a photo shoot.
• 😀 McDonald's works with professional food stylists and photographers to create visually appealing images for advertising.
• 😀 The burger used for advertising is made with the same ingredients as the in-store version, including the same patties, buns, condiments, and toppings.
• 😀 The food stylist adjusts the positioning of ingredients to ensure that all the components are visible in the final photograph, which often involves shifting and reassembling items.
• 😀 The photo shoot requires multiple steps, including melting cheese and adjusting the placement of condiments to make the burger look perfect for the camera.
• 😀 The key difference in the photo shoot is that the ingredients are repositioned and placed in a way that emphasizes their presence and makes the burger more visually appealing.
• 😀 In-store burgers may appear slightly different due to steam and heat from the box, which causes the bun to shrink and ingredients to settle differently.
• 😀 McDonald's aims to show the true ingredients used in their burgers, but adjustments in photography and food styling are made to ensure that everything is clearly visible and appetizing for the advertisement.

Q & A

Why does the food in McDonald's advertisements look different from what is served in stores?

The food in advertisements is specially crafted for photoshoots. A food stylist works on enhancing the visual appeal by carefully arranging ingredients and using various techniques to ensure the burger looks its best for the camera. However, the ingredients used are the same as those in the restaurant.

What happens behind the scenes during a photoshoot for McDonald's advertisements?

During a photoshoot, the food is meticulously arranged by a food stylist to highlight the condiments and ingredients. The burger is styled to emphasize its features, and retouching is done to enhance the visual appeal, while the core ingredients remain the same as those used in the restaurant.

Are the ingredients used in the photoshoot the same as those in the restaurant?

Yes, the ingredients used in the photoshoot are exactly the same as those used in McDonald's restaurants, including the patties, ketchup, mustard, onions, and buns.

What is the role of a food stylist in McDonald's photoshoots?

A food stylist's role is to arrange the ingredients in an aesthetically pleasing way to make the food look visually appealing in photos. They adjust the positioning of the condiments and other ingredients to ensure that everything is visible and appealing in a one-dimensional photograph.

How is the burger styled for the photo shoot to make it look more appetizing?

The food stylist pulls ingredients, like pickles and onions, to the front of the burger to ensure they are visible in the photo. The cheese may be melted to perfection, and the positioning of the bun is adjusted to create a visually attractive product.

Why does the burger in the advertisement sometimes look bigger than the one in the restaurant?

The burger may appear bigger in the advertisement due to the styling process, which adjusts the arrangement of ingredients and may also involve pulling ingredients to the front to make them more visible. Additionally, the bun can shrink slightly from the steam inside the box, making the sandwich look smaller in-store.

How does the food stylist make sure the burger looks great for the camera?

The food stylist ensures the burger looks perfect by carefully positioning the ingredients, melting the cheese just right, and adjusting the overall presentation. They may also touch up the burger to make sure the condiments are visible and appealing.

Is any digital retouching done to the burger in the photos?

Yes, some retouching is done to enhance the burger's appearance in the final photos. The goal is to enhance color and remove any imperfections that may have occurred during the styling process, but the product remains true to what is served in the restaurant.

Why do the photoshoots for McDonald's food take several hours?

The photoshoots take several hours because the food must be carefully styled and positioned to ensure the perfect shot. The process involves adjusting ingredients, melting cheese, and making sure the burger looks its best under professional lighting conditions.

What is the main difference between the real burger and the one used for advertising purposes?

The main differences are the arrangement of ingredients and the visual enhancements during the photoshoot. Ingredients are often pulled forward to make them more visible, and the burger's bun may contract slightly due to steam, which can make the sandwich appear slightly smaller in-store compared to the photos.