Spicing up the menu for healthy flavors

Chef Almir DaFonseca and Dr. Chris Loss open the Greystone Grill with a student research team - determining how the inclusion of herbs, spices, and antioxidant properties of ingredients on the menu affects consumer behavior.

Daily consumption of fruits and vegetables is important for maintaining proper health¹ and can not be over emphasized. However, fruit and vegetable consumption amongst consumers in the United States has not increased significantly in the past decades², and is below the amount recommended by the Department of Health and Human Services³. It is known that menu descriptors can prime the senses and alter restaurant goers perceptions of flavor⁴ and preferences⁵. In addition, a recent market research survey suggests that restaurant goers would like healthier menu options, and look for fresh ingredients and more vegetables when making these choices⁶.

It is known that herbs and spices play an important role in increasing the liking of foods (such as, fruits and vegetables) by serving as familiar flavor liaisons⁷. Chefs who design menus have an empirical and applied understanding that menu item descriptions influence consumer ordering behavior, but very few science-based studies have been conducted to evaluate these effects. Can including herbs and spices in menu item descriptions influence consumer menu item selection and liking? To answer this question, Chef Almir DaFonseca and Dr. Chris Loss have used the William's Center for Flavor Discovery as an in context lab, to determine if there are menu design strategies that can help increase consumption of fruits and vegetables amongst restaurant goers.

Chef instructor Almir DaFonseca with culinary student research team in the kitchen before service.

Together with a student research team they have developed a casual restaurant concept called the "Greystone Grill" at the CIA's Saint Helena campus. Consumers were invited to lunch at the Greystone Grill, to take part in a menu design and flavor evaluation study, to help better understand the effects of describing herbs and spices, and their antioxidant properties, on consumer behavior and their liking of fruits and vegetables. The "Greystone Grill research team" tested out 3 menu formats: one that included no information about herbs and spices, one that did, and one that included the antioxidant properties of the herbs and spices used in the recipes. Menu item selections were recorded for each of the menu designs used and statistical tests will determine if ordering patterns were different. Consumers also completed surveys, provided liking scores, and commented on their dining experience. In addition, focus groups were conducted with a selection of patrons to better understand how they interacted with and used the differently worded menus.

Watermelon and cilantro used in the agua fresca (left); fresh herbs and menu mise en place (right)

This project, which was funded through the MRFDI combined qualitative and quantitative methodology, in an ecologically relevant context, to provide insight into consumer behaviors and flavor perception. The William's Center was designed as a restaurant lab to be used for evaluating menu designs, observing consumer behavior in context, and exploring flavor preferences. Also, by recruiting a 'student research brigade', Chef DaFonseca has created a unique educational opportunity for the students at Greystone.

The results from this study are being analyzed and written up for publication in the Fall.

Greystone Grill guests discussing their meal (left); mixed melon salad infused with ginger, chilis, and laced with fresh mint (right)