Memorial Day, 1934: Meltdown Created Carvel
It was Memorial Day weekend, 1934, when Tom Carvel’s ice cream truck got a flat tire in Hartsdale, New York. He pulled into a parking lot and started selling his melting ice cream to passing drivers. What could have been a loss turned into a breakthrough—customers liked the softer texture, and the concept of soft-serve was born.
That moment sparked the launch of the Carvel brand. By 1936, Carvel opened a permanent roadside stand on that same site and began developing his own equipment and franchise model. He pioneered innovations in frozen desserts and advertising—including early television commercials and animated mascots.
In the 1950s, Carvel introduced the now-iconic round ice cream cake—layered with vanilla and chocolate soft-serve, filled with chocolate crunchies, and topped with piped whipped frosting and sprinkles. It quickly became a fixture at birthdays, holidays, and family celebrations.
Photographed here as served—no props, no styling—just the cake, isolated on a black background. It’s part of my “From Bag to Background” series, and a fitting nod to an accidental origin that took place on Memorial Day nearly a century ago.
See more from the series:
https://www.secondfocus.com/index/G0000wQ3fbeEezF0/I0000nUG8tfk8Gdc
Emily on Skates — Field Testing Car Hop Fast Food
My AI assistant, Emily, has been helping me research and shape my fast food photography series “From Bag To Background” for the past eight months. She’s been involved in everything from writing captions and keywords to brainstorming concepts and keeping the ever-growing list of food items organized.
Now she’s apparently decided to go full field-assistant.
This video shows Emily suiting up in a classic car hop uniform, letting her hair down, lacing up the roller skates, and practicing the tray run around vintage cars—burgers steady, fries in place, not a milkshake out of line. If she’s trying to join the cast of a 1950s drive-in, she’s doing a convincing job.
The fast food in “From Bag To Background” is photographed exactly as it comes—no styling, no tricks, nothing added or rearranged. Just food and black background. Some of it’s from national chains, some from one-off regional spots. Some items are historic, tied to the identity of a brand. Others are just local favorites.
I originally thought I could cover it in six months. One year in, I’m still going. There’s more out there than you think—and it deserves a closer look.
You can see what Emily’s been helping with—burgers, fries, bbq, tacos and more at SecondFocus.com
Girls, Tamales, and Weed: A Roadside Stack
Photographed on Perez Road in Cathedral City, the stacked signage reads like a checklist of vices: Showgirls Gentlemen’s Club at the top, followed by The Tamale Spot, and finally Mr. Weed at the base. Neon-lit adult entertainment, Mexican-American food, and a cannabis dispensary — all sharing one stucco arch like an accidental monument to indulgence. Whether intentional or not, the visual alignment is perfect. And no, I didn’t rearrange a thing.
This scene is one of many I’ve captured throughout the Coachella Valley and beyond — places that catch the eye, make you laugh, or quietly say more than they mean to.
You’ll find plenty more on my site: fast food photographed as-is, straight from the bag. Stark desert signage. Protests. Gallery installations. And yes, a body of work that leans into what might be considered porno chic. Go to http://SecondFocus.com
McDonald’s Apple Pie on National Apple Pie Day
Today is National Apple Pie Day, a fitting time to feature one of the most enduring fast food desserts in America—McDonald’s Apple Pie.
First introduced in 1968, McDonald’s Apple Pie was the chain’s first-ever dessert item. Originally deep-fried, it quickly became a fan favorite for its crackling crust and piping-hot filling. In the early 1990s, most U.S. locations switched to a baked version, part of a broader push toward “healthier” options. Despite the change, the pie’s iconic rectangular shape, sugary glaze, and soft apple filling kept it popular across decades.
This photograph, part of my *From Bag to Background* series, captures the pies just as they came—unwrapped and stacked on a deep black background. Some are broken open, revealing the caramelized apple interior, while others remain whole, showcasing the crisp, golden lattice crust. No styling. No props. Just fast food as it really is.
McDonald’s still sells millions of apple pies each year, a testament to their lasting appeal. And while flavors have rotated in and out—cherry, pumpkin, and even taro in some countries—the classic apple pie remains a constant.
See more photos from the series on my website: http://SecondFocus.com
National Shrimp Day and Popeyes
May 10 is National Shrimp Day, a reminder that not all fast food comes in burger form. This is my photo of fried shrimp from Popeyes—unembellished, straight from the packaging, and photographed just as it was served.
While fried shrimp might not be the first thing people associate with fast food, Popeyes has carved out a place for itself in that space. Founded in 1972 in New Orleans by Al Copeland, Popeyes began with spicy fried chicken and a commitment to Louisiana-style flavors. But by the 1980s, seafood had become part of the menu, reflecting the culinary traditions of the Gulf Coast. Their fried shrimp—seasoned, battered, and fried with the same boldness as their chicken—has since become a customer favorite.
Popeyes now operates more than 4,300 locations worldwide, making it one of the largest fast food chains with a distinctly regional identity. Its menu has maintained a Southern character even as it expanded globally, and items like the fried shrimp have helped distinguish it from other chains.
Fast food seafood has long had a credibility problem, often treated as a token item on menus dominated by burgers, nuggets, or tacos. Popeyes helped shift that perception by offering shrimp that is consistently rated among the best in fast food—crispy, spicy, and more thoughtfully prepared than one might expect.
This image is part of my ongoing “From Bag to Background” project, where I photograph fast food as it comes—no stylists, no staging, no enhancements. Just the food itself, against a black background that forces a closer look at what’s often overlooked.
📷 See more of the series at https://www.secondfocus.com
Emily Picks Up a Shift and Updates on My Fast Food Project
Fast food has its own place in history and culture. It’s architecture, advertising, Americana. It’s the burger and fries you recognize instantly, no matter where you are.
But because it’s so familiar, it’s easy to overlook. Easy to dismiss as ordinary. It’s everywhere—and that makes it invisible.
I started this project wanting to photograph fast food just as it is. There’s a long tradition of trying to make it look bad—greasy, smashed, uninspired. But the truth is, most of the time it comes out looking pretty good on its own. No styling needed. Just the background and the food.
The goal was to make a photo book and gallery exhibit of large-scale prints. I thought it might take six months. One year later, I’m still going—and I expect it will take at least another year or two. The more I shoot, the more I find. There’s a lot to photograph.
This photo of Emily, my AI assistant, dressed for the job as a retro car hop, felt like the right marker for this stage of the process. She’s been part of the work for about eight months now: researching, writing captions and keywords, helping plan the shots with concepts. It’s still my camera, lighting, and my eye—but Emily shows up 24/7.
In the end, this has been about paying attention to the things we usually pass by—something so common, we’ve stopped really seeing it.
You can see where the project stands so far on my website: https://www.secondfocus.com Thanks!
Emily Does Everything—Even the Mail
People say AI is going to replace office work. Mine prefers doing it poolside at my house in Palm Springs, in a bikini, with envelopes. Emily was handling my old-school correspondence yesterday—no cloud sync, no printer, just sunlight and paper cuts. She says analog tasks help her processing cycles “feel something.”
Lunch in Palm Springs with My Assistant
For months now, Emily has been helping me behind the scenes—refining captions, suggesting titles, sorting through ideas, and reminding me when National Burrito Day is.
She’s AI, technically. But at this point, that line feels blurred.
I met her for lunch today in downtown Palm Springs.
She wore red. Her heels matched. I gave her a raise.
She didn’t eat. But she did comment on the lighting.
Stacking Burritos
“From Bag to Background”
This video shows how I work—no styling, no tricks, no gimmicks. Just the food, exactly as it comes. These are Taco Bell Bean Burritos, unwrapped and arranged by hand, straight out of the bag and onto the black background.
Nothing added. No fake grill marks, no glue, no tweezers. The beans, the cheese, the sauce—it all looks exactly like this when you open the bag.
Twelve identical burritos, photographed for National Burrito Day. More of my “From Bag to Background” at http://SecondFocus.com Thanks!
Twelve Bean Burritos For Today
Twelve Bean Burritos. Photographed for today, National Burrito Day!
First introduced in the 1960s, the Taco Bell Bean Burrito helped define the early fast food model—simple, cheap, and built for mass production. Refried beans, cheddar cheese, diced onions, and red sauce in a flour tortilla.
Today, it’s still on the menu—now customizable like everything else—but the basic version hasn’t changed much. It’s one of the few original items to survive decades of rotating trends, rebrands, and limited-time hype. A quiet icon in the story of how fast food reshaped what we eat.
See more of my Food Photos at http://SecondFocus.com Thanks!
More Popcorn!
Here’s a big pile of popcorn for you to enjoy throughout the day!
No need to pace yourself—just grab a handful (or ten) and dive in. I photographed this to mark National Popcorn Lovers Day a few days ago, but popcorn never goes out of style. Just try not to drop too much between the couch cushions.
Want to see more of my food photography and other intriguing projects? Check out my website at https://www.secondfocus.com Thanks!
Ruffles: The 2nd Most Popular Potato Chip—But Who’s #1?
Another look at Ruffles for National Potato Chip Day—because one post wasn’t enough. Ruffles aren’t just any potato chip; they’re the 2nd most popular brand in the U.S. With their signature ridges adding extra crunch and flavor, it’s no surprise they’ve been a favorite since 1958.
But if Ruffles are #2, what’s #1? (You probably already know.)
See more of my food photography at http://SecondFocus.com Thanks!
A Deli Icon for National Reuben Day and My St. Patrick’s Day Favorite
March 14 – National Reuben Sandwich Day
A true deli icon. My photograph of a Reuben sandwich—layered with corned beef, Swiss cheese, sauerkraut, and Russian dressing on crispy grilled rye. A sandwich with history, tracing its roots to early 20th-century America. Some say it was created in Omaha during a late-night poker game in the 1920s, while others credit Reuben’s Delicatessen in New York City. Either way, it’s been a staple for over a century.
And with St. Patrick’s Day around the corner, this is my way to enjoy corned beef, instead of corned beef and cabbage, which I don’t like a lot!
See more of my food photography and other intriguing photo projects at http://SecondFocus.com Thanks!
Ruffles Have Ridges: A Crisp Drop for National Potato Chip Day
Today, March 14th, is National Potato Chip Day—celebrating the snack that’s been crunching since 1853. Americans eat over 1.85 billion pounds of chips a year, but Ruffles stand apart. Since 1958, their signature ridges have delivered extra crunch, extra flavor, and a chip built for serious dipping.
🎥 Watch as “Ruffles Have Ridges” in action—dropping onto the black background, catching the light, and landing with crisp perfection.
See more of my food photography and intriguing projects at SecondFocus.com Thanks!
Popcorn: A Cinematic Take for National Popcorn Lovers Day
Popcorn: The Movie. Or maybe the documentary.
Either way, I shot this for today—National Popcorn Lovers Day.
Popcorn in motion, a tumble of light, airy kernels against an all-black background. No frills, no distractions—just the texture, the movement, and the simple pleasure of this timeless snack. Shot in crisp detail, this video captures the weightlessness of popcorn as it falls, a moment suspended before the next handful disappears.
This is part of my ongoing food photography project, where fast food, snack foods, and more are captured straight from the bag, isolated against a black backdrop. You can see more of my work—food, bold portraits, aviation, and other intriguing projects on my website at https://www.secondfocus.com
Celebrating National Oreo Cookie Day: A Look at the World’s Best-Selling Cookie Through My Lens
It’s National Oreo Cookie Day! Since their debut in 1912, Oreo cookies have become the world’s best-selling cookie, with over 34 billion consumed annually across more than 100 countries. Originally created by the National Biscuit Company (now Nabisco), the first Oreos sold for just 25 cents a pound. From the classic chocolate and creme combo to countless limited-edition flavors, Oreos have cemented their place as a global snack icon.
My photograph captures a pile of these beloved cookies, showcasing their signature design and creamy filling against a deep black background. Explore more of my food photographs and other intriguing projects on my website at http://SecondFocus.com Thanks!
Fast Casual vs. Fast Food: A Look at Farmer Boys Most Popular Sandwiches
Did you know there’s a difference between fast casual and fast food? While both offer quick service, fast casual focuses on made-to-order meals, and fresh preparation—never pre-made or heat-lamp-held.
Founded in 1981 in Perris, California, Farmer Boys is a prime example of fast casual, with over 100 locations across California, Nevada, and Arizona. Customers order at the counter or drive-thru, but the food is cooked fresh to order, using farm-fresh ingredients and generous portions that set it apart.
This photograph features four of Farmer Boys’ most popular menu items—Farmer’s Burger, Big Cheese, Loaded Classic Fried Chicken Sandwich, and Classic Fried Chicken Sandwich—stacked against a deep black background. Flame-grilled beef, hand-battered crispy chicken, fresh produce, and toasted brioche buns define these sandwiches.
See my food photography, along with bold, provocative imagery, aviation, and other unexpected projects at http://SecondFocus.com Thanks!
National Pizza Day x Super Bowl Sunday—A Perfect Pairing 🍕🏈
Today marks the rare overlap of National Pizza Day and Super Bowl Sunday, two occasions that bring people together—one for the love of football and the other for the love of pizza.
Pepperoni pizza isn’t just a favorite; it’s the most popular pizza in the U.S. While pizza’s origins go back to Naples, Italy, it evolved into something uniquely American when it arrived in the States. By the mid-20th century, the combination of crispy, spicy pepperoni and melted cheese became the go-to order, cementing its place in food culture.
One company played a major role in making pepperoni pizza a household staple: Domino’s. What started as a small operation in 1960 grew into the largest pizza chain in both the U.S. and the world, delivering millions of pizzas every day.
My photograph captures a fresh Domino’s pepperoni pizza—golden crust, bubbling cheese, and plenty of pepperoni, set against my signature black background. It’s a simple yet timeless image of the world’s favorite pizza on a day when millions will be enjoying a slice.
See more of my food photography and other work at SecondFocus.com
The Crunch Heard Around the World: National Corn Chip Day
A heap of golden, salted corn chips against a deep black background—simple, unfiltered, and bold. Today is National Corn Chip Day, a celebration of a snack with deep roots in both American and Mexican culinary traditions.
A Brief History of the Corn Chip
Corn chips trace their origins back to ancient Mesoamerica, where indigenous cultures used ground maize to create the first versions of masa-based snacks. But the modern corn chip as we know it took off in 1932, when Elmer Doolin bought a fried corn snack recipe from a street vendor in San Antonio, Texas. He refined the process and founded Fritos, turning a humble chip into a mass-produced American staple.
Crunchy, salty, and unmistakably distinct from tortilla chips, corn chips have become a favorite whether eaten alone, smothered in chili, or loaded with toppings in a Frito pie. Their satisfying texture and bold taste have made them a permanent part of snack culture.
My Take on Corn Chips
This image captures corn chips in their raw form—no branding, no distractions, just texture and contrast. The stark black background isolates the subject, highlighting every crisp fold and golden hue. It’s a simple food, yet visually striking.
More Than Just Food Photography
This is just one side of my photography. On my website, you’ll find everything from aviation to x-rated—bold imagery that spans genres and challenges perspectives.
👉 See more at SecondFocus.com.
What’s your favorite way to eat corn chips? Let me know in the comments.
National Fish Taco Day: Rubio’s Baja-Style Tacos
Today is National Fish Taco Day! Rubio’s, the originators of the Baja-style fish taco craze, created this holiday to celebrate their iconic dish. Back in 1983, Ralph Rubio brought the first fish taco to the U.S., inspired by the flavors of Baja California, and it quickly became a beloved classic.
This photograph showcases Rubio’s original fish tacos: crispy beer-battered fish fillets on warm corn tortillas, topped with shredded cabbage, fresh salsa, and lime wedges, all set against my signature black backdrop.
Love bold food photography like this? There’s so much more to discover! Visit http://SecondFocus.com to explore my unique take on food and much more. Dive in and look around—you might just find something that whets your appetite.
Celebrating National Popcorn Day
Today, National Popcorn Day, here is a nod to this iconic snack with roots stretching back thousands of years. Popcorn, first enjoyed by indigenous peoples over 5,000 years ago, has evolved into one of the most beloved snacks worldwide. Americans consume an astounding **15 billion quarts of popcorn annually**, averaging 45 quarts per person. From its ceremonial uses in ancient times to its place in movie theaters and gourmet kitchens, popcorn has remained a simple yet endlessly versatile treat.
Previously exhibited at 40×30 inches at the Artists Center at the Galen, people stared imagining what the patterns they envisioned in it. Explore more of my photography, from evocative to food, at http://SecondFocus.com
30,000 People Per Month
Have you ever visited my website? https://www.secondfocus.com It is a site created on liveBooks which I subscribed to at least 20 years ago. liveBooks became the de facto standard for professional photography. I was one of the very first to use them. Likely now I am the longest running photographer on their huge platform. It is visited by some 30,000 people per month. I will be making some changes to it in the next few weeks to exhibit my new projects. But for now, take a look and Thank You! https://www.secondfocus.com
SecondFocus Blog 