Plate to Pixel
Southern California food photography & video.
Restaurants, food brands and cookbooks across Orange County, Los Angeles, San Diego and the Inland Empire.
Food Photography
Food that looks as good as it tastes.

Restaurant Video & Reels
Stills and reels. One shoot day.

Restaurants
Dining rooms, chefs and the dishes that fill them.
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Cookbooks
19 published books and counting.
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Beverage & Cocktails
Pours, garnishes and the glow of the bar.
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Delivery App Photos
Menu photos that sell on DoorDash and Uber Eats.
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Pastry & Desserts
Cakes, cookies and the perfect drip.
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Lifestyle
Hands, tables and real moments.
Learn more ›20 years. 19 books. One photographer.
Restaurants, food brands and publishers across Southern California, photographed and styled by Alan De Herrera.
Flat rates from $495.
Unlimited images. Delivered in three business days.








Questions restaurants ask me
How much does food photography cost for a restaurant?
Flat rates start at $495 and include unlimited images from the shoot. Hourly options are available for shorter jobs, and I put together affordable packages for independent restaurants and cafes.
The pricing page breaks down what is included and what moves the number up or down.
How quickly will I get the photos?
Within three business days of the shoot. That is my standard turnaround, not a rush fee.
If you are up against a menu print date or a launch, tell me the deadline and I will work to it.
Do I need a food stylist?
Sometimes. Ice cream, melting cheese, foam and any hero item that has to hold up for hours under lights really benefit from one. For most plated restaurant menus your own kitchen team can plate for camera with me directing, which costs you nothing extra. Styling is quoted separately, so you only pay for it when a dish needs it.
This is the single biggest difference between photos that look like the food and photos that look better than the food. A burger that has to hold up for hours under lights is a styling job before it is a photography job.
Do you charge per image?
No. You get every usable frame from the shoot. Per-image pricing makes everybody count shots on set and negotiate over the twelfth dish, which is the opposite of what you want while the food is hot.
Where can I use the photos, and for how long?
Everywhere, indefinitely. Menus, your website, delivery apps, social, print and paid advertising. There are no licensing tiers, no usage renewals and no expiry date.
Can you shoot photography and video in the same visit?
Yes, and it is the most cost-effective way to buy video. The lighting is already up and the food is already styled, so adding vertical reels to a stills day costs a fraction of booking a separate video shoot.
One visit can cover your menu, your website, your delivery listings and your social feed.
How long does a food photography shoot take?
Most restaurant work is a half day or a full day on location. I agree the scope with you first, so you know which one your menu needs before anything is booked.
Can you work around a live service?
Yes, and often I would rather. Real plates coming out of a real kitchen look like it. It is slower than shooting a closed room, so I plan for that.
What areas do you cover?
Orange County, Los Angeles, San Diego and the Inland Empire as standard, including Irvine, Anaheim, Santa Ana, Costa Mesa, Newport Beach, Long Beach, Riverside, Corona, San Bernardino and Palm Springs.
Further afield is possible, it just adds travel.









