In the 1760s, Mathurin Roze opened a series of shops that boasted a special meat soup called consomme. Although the main attraction was the soup, Roze’s chain shops also set a new standard for dining out, which helped to establish Roze as the inventor of the modern restaurant.
十八世纪六十年代，马图林·罗泽开了几家连锁店，提供一种叫做清炖肉汤的特制肉汤。尽管主要吸引力是汤，但罗泽的连锁店也为外卖制定了新的标准，帮助罗泽成了现代餐厅的发明者。
Today, scholars have generated large amounts of instructive research about restaurants. Takevisual hints that influence what we eat: diners served themselves about 20 percent more pasta when their plates matched their food. When a dark-colored cake was served on a black plate rather than a white one, customers recognized it as sweeter and more tasty.
今天，学者们对餐馆进行了大量有指导意义的研究。影响我们饮食的视觉暗示：当食客的盘子与食物相匹配时，他们为自己准备的意大利面会多出约20%。当深色蛋糕放在黑色盘子里而不是白色盘子里时，顾客会觉得它更甜、更美味。
Lighting matters, too. When Berlin restaurant customers ate in darkness, they couldn’t tell how much they’d had: those given extra-large shares ate more than everyone else, but were none the wiser—they didn’t feel fuller, and they were just as ready for dessert.
照明也很重要。当柏林餐厅的顾客在黑暗中用餐时，他们分不清自己吃了多少：那些获得更多份量食物的人吃得比其他人都多，但他们并不知道——感觉没有吃饱，而且还准备吃甜点。
Time is money, but that principle means different things for different types of restaurants. Unlike fast-food places, fine dining shops prefer customers to stay longer and spend. One way to encourage customers to stay and order that extra round: put on some Mozart. When classical, rather than pop, music was playing, diners spent more. Fast music hurried diners out. Particular scents also have an effect: diners who got the scent of lavender stayed longer and spent more than those who smelled lemon, or no scent.
时间就是金钱，但这一原则对不同类型的餐馆来说意义不同。与快餐店不同，高级餐厅更喜欢食客停留更长时间并消费。鼓励食客留下来并继续消费的方法之一是：播放一些莫扎特的曲子。当播放古典音乐而不是流行音乐时，食客们花费更多，快节奏音乐会把食客赶出去。特定的气味也有影响：闻到薰衣草气味的食客比闻到柠檬味或没有气味的食客待的时间更长，花的更多。
Meanwhile, things that you might expect to discourage spending—"bad" tables, crowding, high prices - don’t necessarily. Diners at bad tables - next to the kitchen door, say — spent nearly as much as others but soon fled. It can be concluded that restaurant keepers need not "be overly concerned about ‘bad’ tables," given that they’re profitable. As for crowds, a Hong Kong study found that they increased a restaurant’s reputation, suggesting great food at fair prices. And doubling a buffet’s price led customers to say that its pizza was 11 percent tastier.
与此同时，你可能会想到的阻碍消费的事情——“糟糕”的餐桌、拥挤、高昂的价格——并不一定。比如说，在厨房门旁边的糟糕餐桌上用餐的人花的钱几乎和其他人一样多，但会很快离开。可以得出的结论是，餐馆老板不必“过度担心‘糟糕’的餐桌”，因为它们是可盈利的。至于人群，香港的一项研究发现，他们提高了餐厅的声誉，建议以合理的价格提供美味的食物。价格翻倍的自助餐会让食客们认为它的披萨好吃的比例增加11%。
网友评论