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Are Your Food Photos Costing You Bookings?
Food Photography ROI Calculator for Restaurants and Hospitality Businesses
See What Better Images Could Be Worth to Your Venue
See What Better Images Could Add to Your Revenue, Fast
If your food looks better in real life than it does online, this shows what that gap is costing you.
Independent consumer research by Nottingham Trent University using our images found higher willingness to pay, more people choosing to buy, and better perceived quality. The calculator applies these signals as volume uplift and spend uplift so you can estimate extra revenue and payback in seconds.
What You'll See
- Current Monthly Revenue
- Projected Monthly Revenue with Improved Images
- Additional Revenue per Month
- Total Gain over Image Use Period
- ROI multiple and ROI percentage
What to Enter
- Monthly Sales Volume
- Average Sale Value
- Image Use Period (Months)
- Performance Scenario: Pessimistic, Balanced, Optimistic
- Photography Package Cost
- (Optional) Monthly Operating Costs
Tips
- If you are unsure, start with Balanced, you can change it at any time
- Results update as you type, no page reloads
The figures you see are conservative estimates based on your inputs. If you would like a quick review of your numbers, book a call with us to discuss your own shoot after you run the calculator.
We don't ever see, track, or save any of these numbers, so do have a play!
Calculator
Revenue
Current Monthly Revenue:
Current baseline, based on 0 monthly sales and £0 average spend per head.
Estimated Revenue With Improved Photography:
Projected monthly revenue using the Balanced scenario uplift.
Additional Revenue Per Month:
The uplift compared with your current baseline.
Additional Revenue Per Month:
The % difference between improved and baseline per month.
Total Gain Over Image Use Period:
(Based on 0 months)
How much more revenue you could make during your selected use period.
ROI
ROI Multiple:
How many times over the shoot pays for itself.
ROI:
Return on investment expressed as a percentage.
ROI = uplift ÷ shoot cost, adjusted by overhead rate (CoDB ÷ baseline revenue)
Time to Recoup Shoot Cost:
How long before the extra net income pays back the investment in photography. Payback is shown in months, based on net uplift after overheads. Adjust the overhead rate to mirror your own business and the numbers update instantly.
* We’ve factored in a share of overheads so the payback times don’t get flattered by wishful thinking.
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The Penny-Drop Example
Our photography can deliver value even at modest volumes. Take 100 sales a month, £10 per order, Pessimistic setting.
- Baseline = 100 × £10 = £1,000
- Uplift = volume +8% and spend +10% → 1.188×
- New month = £1,188
- Extra per month = £188
A Fair Nod to Costs
Assume an overhead rate of 35%, CoDB ≈ £350.
Net extra per month ≈ £122.20.
| Shoot package | Cost | Payback time | 12-month return |
|---|---|---|---|
| Appetiser | £600 | 4.9 months | 2.44x, +144% ROI |
| Signature | £850 | 7.0 months | 1.73x, +73% ROI |
| Feast | £1,400 | 11.5 months | 1.05x, +5% ROI |
How we worked it out
Net extra per month = £188 × (1 − r), where r = CoDB ÷ baseline.
Payback time = Cost ÷ net extra per month.
12-month value = net extra per month × 12.
ROI multiple = 12-month value ÷ Cost.
ROI % = (multiple − 1) × 100.
Next step
Run your own numbers above, then pick a package. If you'd like a second opinion, book a quick call with us, and we'll go through your numbers and suggest a shoot plan.
The Benefits, in Plain English
- Higher spend, NTU research using our photography saw customers expect to pay up to 40% more
- More buyers, 38% said they would buy after seeing the image, 18% picked it over a cheaper option
- Stronger trust, perceived quality up to 20% higher, fewer budget objections reported
- Clear payback, the calculator shows months to break even — then it keeps adding value
This works if…
- You use the images consistently across your key sales and marketing channels
- You want customers to value quality over price
- You’re ready to make the most of the attention great visuals create — whether that’s more sales, fuller bookings, or stronger brand loyalty
- You’re moving away from “good enough” photos to visuals that genuinely sell
The direction is clear — stronger visuals drive stronger sales.
Click to book a quick call with us. We’ll run your numbers live, then give you a clear shoot plan and quote.
How The ROI Calculator Works
Below are independent findings by Nottingham Trent University. This research wasn’t about generic “pro photography” — these findings came from testing our images with real people who make real buying choices. The effects apply across categories — whether that’s diners, shoppers, or customers choosing between premium products.
Findings at a glance
- Expect to pay up to 40% more
- 38% more said they’d buy
- 20% increase in perceived quality
- 20% overcame budget objections
- 18% chose a higher priced option when shown with our visuals
We translate those signals into two levers — more people choose you, and those people spend more.
- Volume uplift mirrors stronger preference and intent
The 38% more “would buy” and 18% “choose it over a cheaper option” reflect more orders, covers, or units sold. We capture this as a percentage increase in monthly sales volume. - Spend uplift mirrors higher willingness to pay
The 40% higher price expectation, +20% perceived quality, and lower price resistance support a higher average transaction value — whether per diner, per order, or per unit.
How Each NTU Stat Maps to the Levers
| NTU result | What it implies | Lever | How we reflect it |
|---|---|---|---|
| Expect to pay up to 40% more | Customers accept higher prices and trade up | Spend uplift | Scenario presets allow up to +40% on average spend |
| 38% more said they’d buy | More people convert after seeing the image | Volume uplift | Presets add a positive % to monthly sales volume |
| 20% increase in perceived quality | Looks better, supports upgrades | Spend uplift and Volume uplift | Weighted to spend |
| 20% overcame budget objections | Lower price resistance | Spend uplift | Enables higher achievable spend |
| 18% chose over a cheaper option | Premium product preferred | Volume uplift and Spend uplift | More sales at a higher ticket |
Scenario Presets We Use
| Scenario | Volume uplift | Spend uplift | Why these figures are sensible |
|---|---|---|---|
| Pessimistic | +8% | +10% | A very cautious share of the NTU effects |
| Balanced | +18% | +20% | A considered view of uplift after a fresh image set |
| Optimistic | +30% | +40% | Aligns towards the top end of NTU’s spend signal |
The Maths, Kept Simple
- Baseline = monthly sales volume × average transaction value
- Improved month = volume × (1 + volume uplift) × average spend × (1 + spend uplift)
- Extra per month = improved month − baseline
- Lifetime value = extra per month × months in play
- ROI compares lifetime value with your chosen shoot cost
A Simple Nod to Costs
If you enter CoDB we convert it into an overhead rate: CoDB ÷ baseline revenue. That rate is applied before ROI, so results reflect a fair slice of overhead without dragging in full accounts. This keeps ROI conservative and comparable.
* Figures are based on your inputs and NTU consumer research using our photography.
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Copyright © 2018-2021, JaxMore - All rights reserved
KTBB Limited trading as JaxMore Food and Drink Photography
Registered in England, no. 08828493
VAT no. 177253392
Registered Address: Carwood Park, Selby Road, Leeds, LS25 1NB
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Our Pricing Packages
Every package includes styling, editing, and a perpetual UK usage licence.
All delivered in 5 working days.
Choose the scale that fits your campaign.
We're happy to customise a shoot for you - just get in touch.
| Feature | Appetiser | Signature | Feast |
|---|---|---|---|
| Use case | Launch or refresh | Most clients start here | Full campaigns |
| Styled set-ups | ~6 | ~12 | ~20 |
| Versions per set-up | 2–3 | 2–3 | 2–3 |
| Shoot time | ~2 hrs | ~4 hrs | Full day |
| Styling consult | ✓ | ✓ | ✓ |
| Editing & delivery | Web + high-res | Web + high-res | Web + high-res |
| UK usage licence | Perpetual | Perpetual | Perpetual |
| Instalments | 3 × £270 | 3 × £360 | 3 × £580 |
| Or pay upfront | £600 | £850 | £1,400 |
| Upfront saving | ~25% | ~20% | ~20% |
Our Pride Guarantee:
If you’re not happy with your images, we’ll re-edit them.
If you’re still not happy, we’ll re-shoot.
And if we still haven’t delivered something you’re proud to use, we’ll issue a full refund.
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