Food + Beverage · Menu launch campaigns

Food that
fights back.

A new menu deserves more than documentation. It needs a launch people can taste before they book.

See the good stuff ↓
A stacked burger with melted cheese and crisp toppings against a warm red backdrop
Hero dish / appetite first
Before the first order

A new menu is not a checklist.
It is a campaign.

I build the shot list around how the menu will actually launch: one undeniable hero, a full range of dishes, the details that create appetite, and enough variety to carry your website, social, press, and in-house marketing.

01 / Haworth Hotel · Menu revamp

One menu.
A whole visual appetite.

A complete launch library designed to introduce the menu as a point of view—not a stack of unrelated plates.

An overhead table spread with salads, sandwiches, and shareable plates
Campaign overview / the full table
Thick-cut French toast topped with berries and powdered sugar
Brunch / hero plate
Toasted bread layered with melted brie, fruit, and a glossy drizzle
Shareables / texture
A colorful Cobb salad arranged in neat rows over crisp greens
Lunch / color and range
Sliced filet mignon with glossy sauce and vegetables on a dark plate
A seasonal salad with apples, pecans, cheese, and maple dressing
Crisp lettuce cups filled with vegetables and a savory plant-based mixture
Build the range

Hero dishes get attention.
The full library does the work.

Wide table scenes establish the campaign. Individual dishes give every menu item a moment. Action, ingredients, and tight details keep the rollout from repeating itself.

Glazed chicken with bright vegetables and grains in a ceramic bowl
Three seared scallops in golden sauce beside a bright carrot and radish slaw
A warm pretzel with mustard and cheese dips on a wooden board
Tabor Hill / August menu

A menu reveal,
frame by frame.

Six dishes from one launch move through a single editorial window—enough range to show the menu without turning the page into a catalog.

A table set with seared scallops, colorful slaw, wine, and polished silverware
One launch / six distinct menu moments
02 / Tabor Hill · Cocktails + wine

The menu pours, too.
The point of view holds.

Cocktail launches and bottle work extend the same visual appetite—from bartender action to a clean, recognizable product hero.

A bartender pours a vivid red layer into a tall cocktail
Summer cocktails / build and color
A red cocktail cascades into a coupe beneath dramatic bar light
October cocktails / action and drama
A chilled Tabor Hill white wine bottle and glass at a restaurant table
Wine campaign / bottle and setting
A Tabor Hill red wine bottle and full glass against the warm dining room
Wine campaign / product hero
03 / Round Barn · Menu + monthly releases

Same launch thinking.
Different flavor.

For a more casual, beer-forward setting, the photography shifts with the brand: warmer wood, direct sunlight, generous food, and drinks that belong beside it.

A blistered seasonal pizza topped with greens inside Round Barn
Monthly feature / in the room
Crisp wings beside a cold pint of beer at Round Barn
Pairing / food and beverage
Golden pretzel bites with mustard and beer at Round Barn
Shareables / brand atmosphere
04 / Built for the rollout

From shot list
to sold out.

A focused production plan creates more usable work without turning the day into an assembly line.

01

Plan the launch

Choose the hero dishes, supporting range, channels, crops, and must-have moments before the camera comes out.

02

Build the appetite

Shape light, styling, texture, motion, and atmosphere around the way the food should feel—not only how it is plated.

03

Deliver the rollout

Leave with a cohesive library for menus, web, social, press, email, launch events, and the next round of promotion.

What the library can cover
Launch heroIndividual dishesTable spreadsAction framesWebsiteSocial cropsMenusPress
The menu is ready. Make people hungry.

Put it on
the table.

Tell me what is launching, when it goes live, and where the photographs need to work.

Plan a menu launch ↗