INFLUENCE OF DESIGN AND PRESENTATION OF RESTAURANT DISHES ON CUSTOMERS
Abstract
The aim of the work was to study the influence of the appearance of restaurant dishes on their perception by consumers. The presentation and serving of a dish increase or decrease its price. Scientists around the world are conducting various studies in the field of neurogastronomy and gastrophysics, confirming the extreme importance of the design and presentation of dishes, as well as studying the influence of the appearance of food on the taste and perception of consumers. In addition to studying scientific papers on this topic, an anonymous study was conducted using Google Forms among the target audience that actively visits restaurants. A questionnaire with anonymous questions was posted on various Facebook publics of gourmets and active restaurant visitors. Based on extensive research on the perception of design and presentation of dishes, the authors decided to conduct a similar experiment by asking consumers to evaluate the basic and sophisticated presentation of ten different dishes. The respondents were shown photographs of ten different dishes (Greek salad, Russian salad, cottage cheese pancakes and others). The photographs showed two versions of the presentation of the same dish in different serving styles – “basic” and “refined”. Respondents always estimated the cost of a dish many times more based on the presentation. The fact that the basic serving dish was larger did not stop the respondents in their choice. The results of the study indicate a great influence of the appearance of dishes on the perception of their value. More refined dishes seem more valuable to restaurant diners, and beautiful photographs often motivate them to make certain choices on the menu. The results of the study suggest that the appearance of a dish has a great influence on its perception. Restaurant guests prefer modern trends and technologies in comparison with the classical school of culinary arts. The same ingredients and recipes can be sold for significantly more if the presentation is refined. Guests are willing to pay more for dishes with a more refined presentation. Thus, we can conclude that the chef should pay attention to presentations no less than the taste of the dish.
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