How Aroma and Presentation Can Boost Restaurant Sales

November 8

Have you ever smelled something delicious and suddenly felt hungry? We've already talked about how using dim lighting and playing music in restaurants can make eating out special in two great articles. Now, let's add another piece to the puzzle: the power of sight and smell. Scientists have found that these senses are key to making us feel hungry. This article will explore how the right visuals and tempting aromas in restaurants don't just make the food look and smell good - they make us want to eat it! Get ready to learn how these senses work together to turn a simple meal into an irresistible invitation.

Impact of Aroma:

Appetite Stimulation: Scientific research has demonstrated that our sense of smell plays a crucial role in stimulating appetite. For example, a study published in the journal "Flavour" found that the aroma of food can increase salivation and the production of digestive enzymes, preparing the body for food intake. Furthermore, olfactory stimulation has been shown to increase hunger in subjects by up to 27%, according to research cited by the "Journal of Sensory Studies". This connection between aroma and the desire to eat highlights how closely our sense of smell is linked to the mechanisms that regulate hunger and satiety.
Flavor Perception: Aroma is a key component of flavor; it's estimated that 80% of what we perceive as taste is actually due to our sense of smell. Therefore, a dish with a pleasing aroma is likely to be rated as more flavorful.
Memory and Emotion: Aromas can trigger memories and emotions, which can significantly affect a diner's perception of a meal. The impact of aroma on memory and emotion is well-documented in scientific literature. Studies, such as those published in "Chemical Senses," show that scents can trigger emotional and nostalgic responses due to their direct pathway to the brain's limbic system, an area closely associated with memory and feeling. The power of scent is so strong that certain aromas can enhance mood by as much as 40%, as revealed by research in the "Journal of Environmental Psychology."

Impact of Visual Presentation:

First Impressions: Visual appeal is critical in food presentation. An oft-cited study found that plating can change the diner’s perception of a meal before they even take a bite, with some reports suggesting that a well-presented dish can increase a person’s willingness to try a dish by about 40%.
Willingness to Pay: According to research, customers are willing to pay up to 10% more for aesthetically pleasing meals. This underscores the economic value of food presentation.
Color and Appeal: The color of food has been shown to affect perceptions of taste intensity. Vibrant colors often lead to expectations of intense flavors, and there is a strong preference for natural color tones over artificial ones. For example, a brightly colored natural tomato will be more appealing and is expected to be tastier than a pale one.
Plating Techniques: There have been various studies on the impact of different plating styles. One study suggests that creatively plated dishes can be rated as 18% more enjoyable than plated ones. Moreover, the classic 'rule of thirds' in plating can increase the aesthetic appeal, which might make the food taste better due to the diner’s expectations.

Sensorial Component:

Multisensory Experience: Research has found that the multisensory environment of a restaurant, including its smell, sound, and ambiance, can impact a diner’s satisfaction level by up to 60%. Diners not only eat with their mouths but also with their eyes and noses.
Food Temperature and Aroma: The temperature of the food affects its aroma intensity. Warm dishes tend to release more aroma than cold ones, thereby potentially enhancing the diner’s perception of flavor.

Chemistry of Aroma:

The wonderful smells that come from a kitchen are what often make us stop and say, “That smells delicious!” But have you ever wondered what makes food smell so good? It's all about the simple chemistry of cooking. When we cook, we mix different ingredients together and heat them up. This creates special scents from things like esters, aldehydes, ketones, and terpenes. These are just fancy names for the natural chemicals in food that float up into the air and make it smell great.

Think about the last time you smelled bread in the oven or onions frying in a pan. Those smells come from the food changing as it cooks. The Maillard reaction is a big part of this. It's what happens when the bits of protein in foods mix with sugar and heat – this is what gives grilled meat or toasted bread their yummy smells.

Also, when we cook sugars by themselves, they can make a sweet, burnt smell known as caramelization. That's what gives desserts their tempting scent. And we all know fresh food smells the best. Fresh herbs are a good example; they smell strong and fresh. But if they sit around for too long, they don’t smell as nice.

How we cook can make a big difference, too. Low heat can keep smells light and delicate, but high heat can bring out bold and strong smells. So next time you're cooking and the kitchen fills up with the smell of something wonderful, remember, it's just a bit of everyday science at work, making everything smell and taste amazing. Let's dive into how this all comes together to make our favorite meals smell so good that people can't resist taking a bite.

Aromatic Compounds: Aroma in food comes from volatile molecules that evaporate from the food and rise to your nose. Many of these are complex organic compounds such as esters, aldehydes, ketones, and terpenes, which are produced during the cooking process.
Maillard Reaction: One of the most important chemical reactions for aroma is the Maillard reaction. It occurs when proteins and sugars in food are heated together, producing a complex mix of molecules that give roasted, toasted, baked, and fried foods their distinctive flavors.
Caramelization: When sugars are heated, they undergo caramelization, which also contributes to the aroma and flavor profile of food. This is separate from the Maillard reaction but also adds to the overall scent.
Freshness: The aroma can indicate the freshness of the ingredients. Fresh herbs, for instance, have a strong, vibrant smell due to the essential oils they contain. As they age, these oils degrade, and the aroma weakens.
Temperature and Volatility: The temperature at which food is cooked can affect the release of aromatic compounds. Gentle heating can preserve some delicate aromas, while high heat can create new, more robust ones.

Magic of Gold Crust:

The allure of a perfectly golden crust on freshly baked bread or a succulently roasted chicken is universal. It’s a testament to the art of cooking and a feast for the senses, but what’s the science behind this culinary phenomenon? The 'gold crust' isn’t just about taste—it's a visual and textural delight that signals a dish cooked to perfection. The magic ingredient responsible for this transformation is a group of chemical reactions known as the Maillard reaction, where sugars and amino acids combine under heat to create that distinctive color and flavor. Achieving this crispy excellence is a balance of precise temperature, even cooking, and expert techniques. Let’s explore the chemistry that brings about the gold crust and the methods chefs use to ensure it's achieved every time, resulting in dishes that are not only delicious but also deeply satisfying.

Optimal Temperature: For most baking and roasting, achieving a golden crust requires an optimal temperature that allows the exterior of the food to brown while cooking the inside properly. This temperature will vary depending on the type of food.
Even Cooking: The gold crust is also a result of even cooking. In an oven, this may mean rotating the food or using convection settings. When pan-frying or grilling, it means flipping or moving the food to different parts of the grill.
Oven Spring: In baking, particularly bread, the term 'oven spring' refers to the rapid rise of dough during the first few minutes of baking, contributing to the formation of a well-developed crust. Steam within the oven can aid in achieving this.
Surface Drying: For items like roasts or bread, drying the surface before cooking can help achieve a better crust. This is because water on the surface can steam and prevent proper browning.
Brushing with Fats or Sugars: Sometimes, chefs brush dough with milk, egg, or butter, or sprinkle sugar on food to enhance browning and create a more appealing crust.

The comprehensive insights into the science of food aromas and visual presentation in the restaurant industry illuminate a path for restaurateurs to significantly enhance their customers' dining experience. By leveraging the strong connection between aroma and appetite, restaurants can stimulate diners' senses and potentially increase hunger, enticing them to order more. The role of aroma in flavor perception suggests that dishes with pleasing scents are likely to be perceived as more delicious, directly influencing customer satisfaction and the likelihood of return visits.