Bright, mouthwatering photographs in menus have become a powerful marketing tool for restaurants. But increasingly, diners in Azerbaijan say the dishes that arrive at their table look very different from the glossy images that convinced them to order in the first place.
According to customers, the main discrepancies involve portion size and presentation quality.
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“It happens all the time. It’s marketing – they show the best possible photo to attract the customer. But the actual dish can be smaller or simply look nothing like the picture,”
one visitor told reporters.
Marketing expert: misleading visuals undermine trust
Marketing specialist Mushfig Iskanderov says using misleading food photos violates basic professional ethics and directly harms a restaurant’s reputation.
“The core purpose of marketing is to deliver accurate information. When people choose a dish based on an image and receive something completely different, it destroys trust in the brand,”
he said.
He notes that the problem has become especially visible now that customers study menus online before visiting a restaurant. The gap between digital imagery and reality leads not only to disappointment but also to wasted time and money.
Consumer rights advocates: it may violate the law
Chairman of the Free Consumers Union, Eyub Guseynov, emphasizes the legal implications.
“Under the Law on Consumer Protection, a seller must provide accurate and complete information. If the dish served does not match what is shown or described in the menu, this is a direct violation of consumer rights,”
he explained.
Guseynov advises customers who encounter such cases to file complaints with the State Antimonopoly and Consumer Market Control Agency.
Restaurants face significant fines
Azerbaijani legislation allows for serious financial penalties. If inspectors confirm that a restaurant serves a smaller portion than advertised or misrepresents a product, the establishment may face fines ranging from 350 to 6,000 manats.
