Secrets of menus 明らかにする／漏らすd: Long descriptions and foreign words make diners spend more on food?
- 熟考する／考慮する carried out by Prof Dan Jurafsky of California's Stanford University
- He analysed 6,500 restaurant menus for length and the type of words used
- Dishes 述べるd with longer words cost more - 'at a 率 of 11p per letter'
- 高くつく／犠牲の大きい menus show off about food's origin while cheap ones call it 'tasty'
Most people know 非常に長い, pretentious restaurant menus will 攻撃する，衝突する you in the pocket - and now a major 熟考する／考慮する has 始める，決める the price at 11p per letter.
Linguistics professor Dan Jurafsky （機の）カム up with his （人命などを）奪う，主張する after spending months analysing 6,500 menus, from Michelin-starred 飛び領土s to cheap 道端 diners.
He said restaurants with longer, more 複雑にするd words in their descriptions would cost punters more, while cheap eateries tended to choose generic words such as 'tasty' and 'hearty'.
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堅い to digest: Long words on menus are a provable 調印する of high prices, says a 熟考する／考慮する. Raymond Blanc's (left) Oxfordshire restaurant has 非常に長い words, as does the flasghip Chelsea diner by Gordon Ramsay (権利)
His 研究 is published in a 調書をとる／予約する called The Language of Food: A Linguist Reads the Menu and 含むs his 観察s on a wide 範囲 of culinary language.
Only cheap diners feel the need to tell their 顧客s the food is 'real', he 令状s, while expensive ones are more likely to tell their 顧客s where it comes from.
It was not so much the length of the menu description that was important, but the words within it.
Cheap restaurants had rambling descriptions but which used 平易な-to-understand words, while expensive ones tended to be more to-the-point but with more obscure and 非常に長い culinary 条件.?
By analysing 650,000 dishes in the 6,500 menus he 設立する online, Prof Jurafsky, of California's Stanford University, calculated a menu with longer words would cost 18 cents (11p) more for every extra letter within them on 普通の／平均（する）.
高くつく／犠牲の大きい: A 熟考する／考慮する （人命などを）奪う，主張するs longer words in restaurant menus 追加する 11p per letter to the price. Pictured is Raymond Blanc's restaurant?Le Manoir aux Quat’Saisons, where dishes like?assiette (plate) of piglet cost £54
Wordy: 顧客s at Restaurant Gordon Ramsay in Chelsea, where three courses cost £95, can 推定する／予想する '小島 of Gigha halibut with 大西洋 King crab, cauliflower couscous, finger lime and ras el hanout infused broth'
He told The Sunday Times high-支払う／賃金ing 顧客s liked to be reminded that they were 高度に educated with 非常に長い or obscure menu descriptions.
'You're flattering your 顧客s, but it's also a bit of showing off,' he told the newspaper. 'Cheap places can't do it because the diners want to know what they're getting.'?
Raymond Blanc's Le Manoir aux Quat’Saisons in Oxfordshire, touted as Britain's priciest restaurant, certainly lives up to the theory - up to a point.?
Exception: Heston Blumenthal's (a)手の込んだ／(v)詳述する dishes have 指名するs such as 'meat fruit' and 'snail porridge'
Its menu has words which would make many diners furrow their brows, 含むing agnolotti (filled pasta 類似の to ravioli) of goat’s cheese for £42, assiette (plate) of piglet for £54 and Manjari (Madagascan) chocolate and raspberry chocolate for £28.?
Those without such 深い pockets can 長，率いる to the Oxford 支店 of Harvester, for the more humble 'juicy' bangers and mash (£4.99) or 'Tasty, 炎上-取調べ／厳しく尋問するd chicken breast, served with a fluffy jacket potato and buttered peas' (£5.99).
Compare that to Restaurant Gordon Ramsay in Chelsea, London, where three courses cost £95 - 加える a 12.5 per cent service 告発（する），告訴（する）／料金.
Meals there 含む '小島 of Gigha halibut with 大西洋 King crab, cauliflower couscous, finger lime and ras el hanout infused broth', 'Fillet of sea bass with 貝類と甲殻類 and sea vegetable minestrone, coco de paimpol, fennel and lovage', and 'Ravioli of lobster, langoustine and salmon poached in a light bisque with oscietra caviar and sorrel velout?'.
Marco Pierre White's restaurant Belvedere in Holland Park, west London, also uses exotic words - though its mostly resists telling its diners where there food has come from.
Dish 指名するs there stick resolutely to 述べるing the 成分s, which are expensive enough by themselves.
The 指名するs 範囲 wildly from 'ballotine of guineafowl, petits pois a la Franciase and tarragon jus' (£18.50) to 'fillet of sea bass, spiced peppers, aubergine caviar, basil oil' (£19.50).
There are some 著名な exceptions to Prof Jurafsky's 支配するs, however.
Heston Blumenthal's Fat Duck in Bray, Bershire - where the tasting menu costs £220 per person - has famously pithy 指名するs for its dishes 含むing 簡単に 'snail porridge'.
And at the TV chef's Dinner by Heston Blumenthal in Kensington, west London, 指名するs 含む 'meat fruit', 'rice & flesh' and 'savoury porridge'.
That could explain why they're all around the 'cheap' price tag of £17 - by a celebrity chef's 基準s, at least.
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