The Domino’s feed is not appetizing by any objective measure. But if you look at it long enough, over enough time, the cadence of grotesqueness begins to sink in. The studio lighting and Photoshop-enhanced pepperoni of Papa John’s and Pizza Hut start to look like the culinary equivalent of a French manicure and a spray tan. Fake.
Instead of employing professional photographers, Domino’s relies on its digital marketing team to update the social media feeds. The cinema verité approach began in 2012, when Domino’s launched the Show Us Your Pizza Campaign, and shared the (often ugly) food photos taken by its customers. After that, the aesthetic just stuck. And today, the pizzas Domino’s photographs are all real, either pulled from a test kitchen oven, or delivered by an employee, no food stylist required. And, clearly, there’s no sweating the need for natural light or perfect post-processing by Domino’s employees who will sometimes even take photographs in their own suburban homes. Domino’s is a living embodiment of a #nofilter brand.