It was photographed over a screen using c-stands to hold the waffles and shoes in place "mid-air". I then keyed out the backgrounds and replaced it with a color that the client preferred, and removed all traces of the c-stands and green tape.
The paper table cloth was very problematic, as it shifted a lot during the shots. To remedy the problem, I masked out the entire surface and used a clean, still "plate" that was composited in. All the signage was shot separately and was composited in post.