Restaurants Face Backlash Over Unappetizing AI-Generated Menu Images

Restaurants are increasingly turning to artificial intelligence to generate images for menus and promotional materials, a trend that is drawing criticism from customers and food industry professionals alike. The AI-generated visuals, often criticized for looking unappetizing and unrealistic, are leading to customer distrust and backlash.

A San Francisco coffee shop and bakery recently faced public criticism after customers noticed AI-generated images of its food items on a menu board. Online commentary on platforms like Reddit described the images as "slop" and "unsettling," with particular distaste for the depiction of bread and sandwiches.

This sentiment is echoed by industry experts. Brad A. Johnson, a hospitality photographer, noted that while he understands the financial pressures leading small restaurants to use AI instead of hiring professional photographers, it often backfires. He likened the issue to misleading Yelp photos, where the reality of the dish does not match the polished advertisement. "Creating and managing proper expectations is critical when you own a restaurant," Johnson said. "Ugly food can be beautiful. If the chef is not an artist, that’s OK, but they should embrace that rather than create a visual bait and switch."

Lindsay Kreighbaum, a commercial food photographer, went as far as to call the practice false advertising. "If you’re generating images of your food and not using your actual product, how are you establishing trust with your customer?" she questioned. Kreighbaum added that AI-generated food images often appear "soulless and unappetizing," with unrealistic textures and physics-defying elements.

Michael Russell, chief restaurant critic at The Oregonian, has observed the trend less in Portland's established restaurants but notes its presence in the city's food cart scene. He acknowledged that small business owners, many of whom are immigrants, may use the free technology to enhance their menus, even if the results are "uncanny valley" depictions of dishes like Colombian pizza or Kyrgyz dumplings.

Andrea D’Agosto, a commercial and editorial food photographer, pointed out that while the Federal Trade Commission enforces truth-in-advertising laws for national brands, local restaurants using AI images may not face legal penalties. However, she cautioned, "they will lose customers over time."

Jenn Tanaka, a food and travel writer, views the backlash as part of a broader public skepticism towards AI. She believes that for many diners, AI-generated food imagery undermines the perceived craftsmanship and personal touch of a restaurant. "AI images are like junk food. It’s available, but is it good for us? Is it nourishing for the soul? Not really," Tanaka stated.

As AI food imagery becomes more prevalent, D’Agosto anticipates consumers will increasingly favor authenticity, even if it means seeing less polished photos, such as those taken with a smartphone. "People want something that’s a little messy, not ‘perfect’ and for [restaurants] to show behind-the-scenes photos alongside a post for proof that you’re not partaking in all the slop," she said.