See What Better Images Could Mean for Your Revenue
If your food looks better in real life than it does online, this shows what that gap could be costing you.
Independent consumer research by Nottingham Trent University using our images found stronger purchase-likelihood responses, higher expected price estimates and higher perceived-quality ratings.
The calculator uses these findings alongside your own business figures to help you explore the potential value of improving your photography, estimate possible revenue impact and understand potential payback.
Explore the full findings in our Nottingham Trent University research.
What You'll See
- Current monthly revenue
- Estimated monthly revenue using improved photography scenarios
- Modelled additional revenue per month
- Modelled gain over your selected image use period
- Estimated ROI multiple and ROI percentage
What to Enter
- Monthly sales volume
- Average sale value
- Image use period (months)
- Performance scenario: Cautious, Moderate, Ambitious
- Photography package cost
- Optional: monthly operating costs
Tips
- If you are unsure, start with Cautious, you can change this at any time
- Results update as you type, with no page reloads
The figures you see are modelled estimates based on your inputs. If you would like to talk through your numbers, book a call with us after you run the calculator, and we'll discuss your own shoot.
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 sale value.
Estimated Revenue With Improved Photography:
Modelled monthly revenue using the Cautious scenario uplift.
Additional Revenue Per Month:
The modelled uplift compared with your current baseline.
Percentage Increase Per Month:
The modelled percentage difference between improved and baseline revenue per month.
Total Gain Over Image Use Period:
(Based on 0 months)
The additional revenue modelled during your selected image use period.
ROI
ROI Multiple:
How many times the modelled return compares with the shoot cost.
ROI:
Estimated return on investment expressed as a percentage.
ROI = modelled uplift ÷ shoot cost, adjusted by operating costs where entered (monthly operating costs ÷ baseline revenue).
Time to Recoup Shoot Cost:
How long the modelled uplift takes to recover your investment in photography. Payback is shown in months and adjusts automatically if you enter monthly operating costs.
For a more realistic estimate, enter your monthly operating costs. The calculator will account for a proportion of those costs when calculating your potential return and payback time.
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The Penny-Drop Example
Professional food photography can create potential value even at modest sales volumes. Take 100 sales a month, £10 per order, using the Cautious setting.
This example uses the calculator's assumptions to show how the model works. It illustrates potential impact, rather than predicting actual results.
- Baseline = 100 × £10 = £1,000
- Uplift = volume +8% and spend +10% → 1.188×
- New monthly revenue = £1,188
- Extra revenue per month = £188
A Fair Nod to Costs
Assume monthly operating costs of £350, equivalent to 35% of baseline revenue.
After applying that operating cost rate, the modelled net improvement is approximately £122.20 per month, or £1,466.40 over 12 months.
| Shoot package | Cost (ex VAT) | Payback time | 12-month return |
|---|---|---|---|
| Amuse Bouche | £350 | 2.9 months | 4.19x, +319.0% ROI |
| Appetiser | £500 | 4.1 months | 2.93x, +193.3% ROI |
| Signature | £700 | 5.7 months | 2.09x, +109.5% ROI |
| Feast | £1,400 | 11.5 months | 1.05x, +4.7% ROI |
| Banquet | £2,000 | 16.4 months | 0.73x, −26.7% ROI |
How we worked it out
Net extra per month = £188 × (1 − r), where r = monthly operating costs ÷ baseline revenue.
Payback time = Shoot cost ÷ net extra per month.
12-month value = Net extra per month × 12.
ROI multiple = 12-month value ÷ shoot cost.
ROI % = (ROI multiple − 1) × 100.
What this comparison tells you
The same modest improvement in sales can justify different levels of investment depending on your business.
For consistency, this example assumes identical sales improvements across all five packages. Larger shoots can provide more images, greater variety and wider marketing opportunities, which this simple comparison doesn't attempt to measure.
The negative 12-month return for Banquet illustrates an important point: the right photography investment depends on what your business needs and the value you can realistically expect to gain.
Next step
Run your own numbers above and explore the different packages. If you'd like a second opinion, book a quick call with us. We'll discuss your objectives, help you interpret the figures and suggest a shoot plan that makes sense for your business.
Incredible Photograph
"What an incredible photograph – absolutely perfect and it made a real splash on our Gin-a-Day May post.
Photographing our bottles is notoriously challenging, but JaxMore brought creativity and precision to the task, adding dynamic elements that made the image truly stand out. They nailed it."
The Benefits, in Plain English
- Higher perceived value, NTU research using our photography found the average expected price increased by 40%, from £43.97 to £61.52
- Stronger purchase intent, average purchase-likelihood ratings increased from 2.9 to 4.0 with professional JaxMore photography
- Higher perceived quality, average quality ratings increased from 3.1 to 3.7
- Clear payback, the calculator shows estimated months to break even — then it models the value that follows
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 represent your food and drink
The research shows that professional photography can change how people perceive value, quality and their likelihood of buying. Discover why specialist food photography works, and use the calculator to explore what different sales and spending scenarios could mean for your own business.
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 findings from independent research by Nottingham Trent University, using professional JaxMore photography and comparison images.
The research examined how photography affected participants' responses to the products shown, including expected price, purchase likelihood and perceived quality.
Findings at a Glance
- 40% higher average expected price, increasing from £43.97 to £61.52
- Higher average purchase-likelihood rating, increasing from 2.9 to 4.0
- Higher average perceived-quality rating, increasing from 3.1 to 3.7
These findings show that professional photography can influence how people perceive a product and how likely they say they are to buy it.
The research did not measure actual increases in sales, transaction values or revenue.
How the Calculator Uses This
The calculator lets you explore what changes in sales volume and average customer spend could mean for your business.
The scenario presets are illustrative modelling assumptions, not outcomes predicted by the NTU research.
- Volume uplift explores what could happen if stronger presentation contributed to an increase in the number of sales, bookings or orders.
- Spend uplift explores what could happen if stronger perceived value contributed to an increase in average transaction value.
Choose one of the three illustrative scenarios to explore the potential financial effect on your own business.
Scenario Presets Used for Modelling
| Scenario | Volume uplift | Spend uplift | Purpose |
|---|---|---|---|
| Cautious | +8% | +10% | A cautious illustrative scenario |
| Moderate | +18% | +20% | A moderate illustrative scenario |
| Ambitious | +30% | +40% | A higher illustrative scenario |
These percentages are modelling assumptions. They are not percentages measured or predicted by the NTU study.
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 the results account for a proportion of your overheads without requiring detailed accounts.
Figures produced by the calculator are illustrative scenarios based on the information entered and the selected modelling assumptions. Nottingham Trent University research using JaxMore photography found changes in expected price, purchase likelihood and perceived quality, but did not measure actual changes in sales, transaction values or revenue.
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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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