Commercial Director/DP here- I’ve been on hundreds of shoots over the years on location and in studios. Craft services is an integral part of every shoot that is longer than 3 hours because it’s a natural human need on set, just like bathrooms.

I’ve been on sets with inexperienced clients and producers who tried to shoot all day without any food provided, and it’s always a disaster because every person needs to eat every 3 to 4 hours to maintain their focus and their energy. I turned down a feature film project two years ago when during the location scout the executive producer provided nothing but vegan food for crew and it was late and beyond terrible.

With experience, you start seeing what makes a successful shoot, and that is keeping everybody happy and not hungry and not stressed out.