Eating healthier food cooked in the style of ... calligraphy?
A new study from The Ohio State University found out that restaurants using handwritten menus were getting more attention from health enthousiasts. Human script on menus have, compared to computer generated print, guests think the food will better for their physique.
Analists presented 185 people, who participated in the research, two near-identical menus from a fictional restaurant called "Riley's Kitchen" — one printed in the familiar font Helvetica, and the other in a curvy, down-to-earth lettering. One half of the attendants were informed the restaurant highlighted “locally grown, non-GMO, antibiotic-free ingredients.” The rest were simply given a menu.
No matter how you look at it, the potential guests — varying in age from 20 to 84 — believed that the last choice correlated more with healthier food, despite the fact that the real menu list were similar.
Reason being that a fancy writing “feels to the customer like there is more heart, more effort, and more love in it,” the researcher's co-writer Stephanie Liu declared.
The academics learned that when consumers thought the menu spread out "love," they were more presumable to 'like' the restaurant name on social media — and make more frequent calls.
But, an invitingly crafted calligraphy or stylish blackboard menu won't apply for merely any eating place.
The menu particulars themselves need to appear to be nutritional and ingredient-central for the secret to work, clarified Liu, whose review was released in the peer-reviewed Journal of Business Research.
“This wouldn’t apply to a fast-food brand that sells low-quality hamburgers,” she said.