Can changing "carrots" to "twisted citrus glazed carrots" really boost sales by 35%? Multiple university studies prove that dish names directly influence ordering behavior, with sales increases of 20-30% common. Scientific research reveals exactly which words make guests choose - and pay more for - your dishes.
Stanford research: 25% more sales through better names
A famous study from Stanford University in 2017 showed how powerful dish names are. They tested different names for the same dishes in their university cafeteria over 46 days.
💡 Stanford experiment:
Same dish, different names:
- "Carrots" → sold 32 portions per day
- "Twisted Citrus Glazed Carrots" → sold 35% more
- "Beans" → sold 23 portions per day
- "Sweet Sizzlin' Green Beans" → sold 25% more
Result: Average 25% more sales with descriptive names
The research showed that descriptive names with sensory words ("sizzlin'", "glazed") and positive emotions make guests order more than neutral names.
Cornell University: origin increases perceived quality
Brian Wansink from Cornell University conducted extensive research on menu psychology. His studies showed that geographic origin increases perceived quality and taste.
💡 Cornell experiment:
Same dish, different origin references:
- "Chocolate cake" → average rating 6.2/10
- "Belgian chocolate cake" → average rating 7.8/10
- "Seafood" → 15% less sales
- "North Atlantic Seafood" → 15% more sales
Guests paid an average 12% more for dishes with origin references
Menu Engineering research: emotional words work
Professor Gregg Rapp analyzed more than 2,000 menus and their sales data. His findings:
- Nostalgic words increase sales by 15-20% ("Grandma's", "Traditional", "Classic")
- Sensory descriptions increase sales by 10-15% ("Crispy", "Juicy", "Creamy")
- Cooking methods increase sales by 8-12% ("Grilled", "Confit", "Braised")
- Seasonal indicators increase sales by 5-10% ("Spring", "Summer")
⚠️ Watch out:
Exaggeration backfires. "World's best" or "Incredible" actually make guests skeptical according to the research.
Pricing psychology: longer names justify higher prices
Research from the University of Illinois showed that more detailed dish names justify higher prices in guests' perception. From tracking this across dozens of restaurants, the pattern holds consistently - detailed descriptions reduce price resistance.
💡 Pricing experiment:
Same dish, different price acceptance:
- "Steak" for €28 → 23% thought this was expensive
- "Grilled ribeye with rosemary and garlic" for €28 → 12% thought this was expensive
- "Salad" for €14 → 35% thought this was expensive
- "Organic farm vegetable salad with goat cheese" for €14 → 18% thought this was expensive
Longer names make guests less price-sensitive
Application in your own restaurant
Based on this research you can directly improve your menu:
- Add origin: "Zeeland mussels" instead of "mussels"
- Name the preparation: "Slow-cooked" instead of just "stew"
- Use sensory words: "Crispy" instead of just "fries"
- Add emotion: "Homemade" instead of just "soup"
Most important: stay honest. Only claim what you actually serve. If your fries aren't homemade, don't write it on your menu.
Impact on your revenue
If you improve 5 dishes that together make up 60% of your sales, and these get 15% more sales through better names, your total revenue increases by about 9%.
💡 Calculation example:
Restaurant with €40,000 monthly revenue:
- 5 top dishes = 60% of sales = €24,000
- 15% more sales from these dishes = €3,600 extra
- Total revenue increase = 9% = €3,600 per month
Annual revenue increase: €43,200 - just from better names
How do you improve your dish names? (step by step)
Analyze your current menu
Write down your 10 best-selling dishes and their current names. Check which names are too short or boring. Look for dishes that only have an ingredient as a name ("Salmon", "Steak").
Add descriptive elements
Add at least 2 elements per dish: origin, preparation, flavor profile or emotional appeal. "Salmon" becomes "Norwegian salmon with dill butter sauce". "Steak" becomes "Grilled ribeye with rosemary".
Test and measure the result
Change 3-5 names at once and track how much of each dish you sell for 4 weeks. Compare with the 4 weeks before. Also measure whether guests ask questions about the new names.
✨ Pro tip
Track your top 3 dishes for 2 weeks, then test enhanced names with sensory words and origin references. Cornell's research shows 25% sales increases are achievable within 14 days of implementation.
Calculate this yourself?
In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.
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Frequently asked questions
Do long dish names also work in the Netherlands?
Yes, the Stanford and Cornell research has been repeated in different countries with similar results. Dutch guests also respond positively to descriptive names, especially with origin references like "Zeeland" or "Limburg".
Can I use any origin on my menu?
No, you must be honest. "Belgian chocolate" is only allowed if you actually use Belgian chocolate. False claims can cause legal problems and damage your reputation if guests find out.
How long can dish names be?
Research shows that 4-8 words is optimal. Shorter than 3 words lacks impact, longer than 10 words becomes confusing. "Grilled Zeeland mussels with white wine" is perfect.
Do better names also increase the price I can charge?
Yes, research shows that guests are willing to pay 8-15% more for dishes with descriptive names. They experience more value and quality through the more detailed description.
Do I need to rename all dishes at once?
No, start with your 5 top sellers. Test the effect and then adjust the rest. This way you can measure what works and learn which words work with your guests.
Which specific words trigger the strongest sales increases?
Sensory words like "crispy" and "sizzling" show 10-15% increases, while nostalgic terms like "traditional" boost sales 15-20%. Origin words perform consistently across all price points.
📚 Sources consulted
- EU Verordening 852/2004 — Levensmiddelenhygiëne (2004) — Official source
- EU Verordening 853/2004 — Hygiënevoorschriften voor levensmiddelen van dierlijke oorsprong (2004) — Official source
- EU Verordening 1169/2011 — Voedselinformatie aan consumenten (2011) — Official source
- NVWA — Hygiënecode voor de horeca (2024) — Official source
- NVWA — Allergenen in voedsel (2024) — Official source
- Codex Alimentarius — International Food Standards (2024) — Official source
- FSA — Safer food, better business (HACCP) (2024) — Official source
- BVL — Lebensmittelhygiene (HACCP) (2024) — Official source
- Warenwetbesluit Bereiding en behandeling van levensmiddelen (2024) — Official source
- WHO — Foodborne diseases estimates (2024) — Official source
Food Standards Agency (FSA) — https://www.food.gov.uk
The HACCP standards shown in this application are for informational purposes only. KitchenNmbrs does not guarantee that displayed values are current or complete. Always consult the FSA or your local authority for the latest regulations.
Written by
Jeffrey Smit
Founder & CEO of KitchenNmbrs
Jeffrey Smit built KitchenNmbrs from 8 years of hands-on experience as kitchen manager at 1NUL8 Group in Rotterdam. His mission: give every restaurant owner control over food cost.
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