Words like ‘aromatic’ and ‘crispy’ are among those most likely to entice diners and get us salivating, a new study suggests.
However, the research also highlighted words that actively put us off ordering. Interestingly these include ‘fragrant’, ‘tangy’ and ‘whipped’.
And when we read a description such as ‘oozing’ or ‘rich’ many Britons will give the dish a wide berth as they assume it to be far too unhealthy.
The research suggests that, while many Britons find modern restaurant menus confusing, there are certain terms which have a striking impact on what we order.
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A new study reveals the phrases on a menu which get us salivating – with words like ‘aromatic’ and ‘crispy’ , often applied to Peking Duck (pictured) – among those most likely to entice diners
The survey, conducted by 3Gem and involving 2,000 men and women in the UK, suggests we are essentially brainwashed by words which appeal to us when applied to any dish, now matter how relevant they may actually be.
Those we find ourselves most drawn to are ‘fresh’ (63 per cent), ‘spicy’ (44 per cent) and ‘tender’ (59 per cent).
Other terms such as ‘melting’ (39 per cent), ‘succulent’ (55 per cent) and ‘marinated’ (46 per cent) also proved to be mouth-watering.
At the other end of the spectrum, there are particular words that will turn many off the dish completely.
Phrases such as ‘whipped’, ‘fragrant’ and ‘stew’ are significantly less popular, suggesting they often have a negative impact and lead us to pick a different meal entirely.
With a rising interest in where our food comes from and the environmental impact dishes might have, diners are now zeroing in on another subset of words.
Phrases such as ‘locally sourced’ (37 per cent), ‘seasonal’ (33 per cent), ‘free range’ (30 per cent) and ‘sustainably sourced’ (26 per cent) are increasingly likely to give a dish extra appeal.
Psycholinguist Dr Sylvia Jaworska, an associate professor at Reading University, suggests that when perusing a menu we are in many ways almost ‘eating the words’.
She said: ‘When we read food descriptions on a menu, our brain initiates a number of complex retrieval tasks that link the words with everything that we know about that food and the kind of associations we have with it.
‘Expectations formed prior to food consumption can have a much stronger influence on our perception and judgement of food than the actual experience of eating itself.
‘You might say we literally eat the words.’
When we read a description such as ‘oozing’ or ‘rich’ – as often applied to gravy – many Britons will give the dish a wide berth as they assume it to be far too unhealthy
The study found that although we are drawn to, or repelled by, certain words, there are others which simply leave us confused.
Indeed, 38 per cent confess to pulling their phone out to Google descriptions.
Exploring the terms which have British diners scratching their heads, researchers found that just 37 per cent of those surveyed knew that a ‘quenelle’ was an egg-shaped spoonful, with a quarter believing it was a type of hen.
An overwhelming 70 per cent didn’t know what a ‘ballotine’ was, as nine per cent thought it was a machine used to behead people in medieval times, rather than a boned chicken thigh.
Another common bugbear is the use of French on British menus, with 30 per cent infuriated by the use of terms such as ‘pommes puree’ to describe mashed potato and ‘haricots verts’ instead of simply saying ‘green beans’.
The research also highlighted words that actively put us off ordering. Interestingly these include ‘fragrant’ and ‘tangy’ – words applied to a good curry
The insight into how language affects our dining table decisions comes as part of research commissioned by UK wholesalers, Bidfood.
Catherine Hinchcliff, head of corporate marketing at Bidfood, added: ‘For many of us eating out is a treat and an opportunity to spend time with friends and family while we indulge in a meal we might not cook at home.
‘It’s because of this why we’re more likely to look for descriptions on a menu that will give us the greatest satisfaction.
‘We want to enjoy the experience as much as possible and leave the restaurant, pub or café feeling good.’
