McCafé — Advertising Food Photography for Menu Boards

Advertising food photography for McCafé by McDonald’s Belarus — a series
of product images developed specifically for menu boards and in-store digital displays.

Menu board photography operates under constraints that don’t
apply to print or outdoor: images are viewed from below at
an angle, in high ambient light, by customers who are
already in the process of ordering. Each frame had to be
immediately legible — strong contrast, clean backgrounds,
product that reads as appetising in under two seconds.
The series covered drinks alongside five dessert
categories: pear cheesecake, chocolate dessert,
profiteroles, apricot pastry, and chocolate croissant —
each with its own colour temperature and texture requirements.

Dessert and café food photography at this scale is a consistency problem
as much as an aesthetic one: when the images appear side by side on the same menu board, any variation in exposure or white balance becomes immediately visible to every customer in the restaurant.

Client McDonald’s Belarus
Photographer Rodion Kovenkin
Food stylist Evgeniy Makarevich
Post-production Daria Rudko