Los Burritos Originales de Hollywood, a family-run restaurant on Hollywood Boulevard since 1981, has turned to artificial intelligence (AI) to update its menu and attract new customers. Co-owner Paul Milan, who took over the business about a year ago with a relative, utilized AI tools to redesign the restaurant’s menu and create accompanying food images. These AI-generated visuals, displayed both on the menus and a sidewalk sign, feature colorful yet often abstract representations of dishes such as burritos and smoothies.
Despite the unconventional and sometimes unsettling appearance of the AI images—one burrito depiction resembles fragmented brown shards, and the guacamole looks like a green slime—they have reportedly boosted business. Milan noted an increase in customers shortly after introducing the new signage, with some patrons selecting items simply by pointing to the images rather than reading the menu. “People basically don’t like to read. They see colors and ask, ‘Oh, I want the pink one or the green one,’ and we know what they’re talking about,” Milan said.
The use of AI-generated food imagery across the restaurant industry is becoming increasingly common, especially among smaller businesses seeking cost-effective marketing solutions. The National Restaurant Association recently reported that 26% of restaurant members have adopted AI tools in some capacity. Startups like IA Menu, headquartered in the Canary Islands, provide services that help restaurants generate digital menus with images and integrate AI-driven systems for inventory and point-of-sale operations. IA Menu CEO Rodolfo Giannotti emphasized that AI is part of a broader ecosystem supporting restaurant workflows, not merely a replacement for human efforts.
However, AI-generated food images have drawn criticism online for their often unrealistic and grotesque appearances. Social media platforms have featured numerous examples of AI products that produce unnatural textures and colors, prompting concerns about authenticity. Shouvik Paul, chief operating officer of Copyleaks, a company specializing in detecting AI-generated content, highlighted the importance of accuracy in food representation. “If I’m going to pay $20 for a burger and you misrepresented that to me, that is why we’re seeing such a harsh reaction,” he said.
The AI models responsible for generating these images do not have sensory experience and rely solely on patterns in datasets, which can lead to images that skew towards the uncanny or synthetic. This disconnect, combined with ongoing societal unease about AI’s broader implications—including educational restrictions and international regulatory discussions—adds complexity to the adoption of AI in consumer-facing roles.
At Mermaid Lagoon, a snack stall on Venice’s Ocean Front Walk, owner Lucy Khalife has also integrated AI-generated images into her menu as a more affordable alternative to traditional graphic design and food photography. The AI subscription costs about $20 per month, compared to the estimated $2,000 a full menu redesign would require through conventional means. While Khalife has invested time in refining the AI prompts to improve image quality, customer reactions remain mixed. Some visitors find the images unappetizing or misleading, while others appreciate the vivid details and find the pictures convincing.
As AI-generated food images become more prevalent in the restaurant scene, some observers suggest these visuals may represent a new form of menu presentation akin to the plastic food models that have long been used to attract customers. Whether they will gain wider acceptance or remain a contentious innovation remains to be seen, but for now, many restaurateurs view AI as a practical tool in a challenging industry where cost and convenience often drive decisions.