Appetizing Adjectives

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Appetizing Adjectives

 

 

 

"What's in a name?" Research shows that the descriptions restaurants use for dishes can have a huge impact on sales.

 

"The words set up perceptions and expectations," says Mike Moran of Momentum Marketing Group, a Canadian company that designs menus for restaurants. "When you see 'New York-style cheesecake', you envision something different from plain cheesecake. If you have a salad with mangoes and pineapples, 'Tropical Oasis Salad' creates a somewhat different expectation from 'Summer Salad'."

 

In a US study, a restaurant changed labels on some food items for six weeks: using "Traditional Cajun Red Beans with Rice" instead of "Red Beans with Rice"; "Grandma's Zucchini Cookies" instead of "Zucchini Cookies". People chose the descriptive menu choices 27 per cent more and said they would pay almost ten per cent more for them.

 

Source:

RDFOOD

Reader's Digest, November 2006

 

Discussion Points:

>> How often do you eat out?

       Which restaurants do you usually go to? What food do you normally order?

>> Do you give importance to the descriptions used for dishes?

       How about for drinks? Why or why not?

>> Do you agree that the descriptions restaurants use for dishes can have a huge

       impact on sales? Explain your answer.

>> Why do you think people in the study conducted chose the descriptive menu

      choices more?

>> Would you be willing to pay more for dishes which have interesting

       descriptions?

>> How would you make the following sound more appetizing?

Example: Oatmeal Cookies >> Grandma's Oatmeal Cookies

       >> a vegetable salad

       >> a hamburger

       >> a slice of chocolate cake

       >> a glass of iced tea