Word: dishing
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...secret that the cost of a restaurant dish tends to mirror its complexity. That's why a menu item that says "medley of berry conserves and pureedpindas " is likely to cost five times what it would if it were just called peanut butter and jelly. But it turns out that obscure menu terminology may be just half the game. A new study suggests that typography also plays a role in influencing diners...
...Similarly, Song says, using an offbeat typeface to obscure a dish's description may signal hidden value to an unsuspecting diner on unfamiliar ground. That may explain the implicit logic employed by restaurants offering exorbitant entrees described with elaborately scripted fonts in microscopic print...
...conduct one of her experiments, Song compared the responses of subjects exposed to menu descriptions typed in a simple Arial font with responses from those exposed to identical dish descriptions in a harder-to-read Mistral font. Subjects in the latter group were more likely to conclude that the dish was hard to prepare and required great skill...
...Anne Burrell, star of the new Food Network show Secrets of a Restaurant Chef, says she's likewise wary of intentionally abstruse menu language. "I find that the more intricate a menu description is, the more disappointing a dish usually is," says Burrell, Mario Batali's longtime sous chef on Iron Chef America. Burrell takes the same low-key approach to typography and design. At Centro Vinoteca, the New York City restaurant where she is executive chef, Burrell uses all lowercase letters in a basic Garamond font. "I prefer to underpromise and overdeliver...
...writer from Seattle. Gordon isn't cooking anything that complex--just some pasta, prepared on a hot plate--but scattered among his orzo like tiny six-legged meatballs is a show-stopping ingredient: crickets. The author of The Eat-a-Bug Cookbook, Gordon considers Orthopteran Orzo his signature dish. He scoops the pasta into paper cups and begins handing out samples to the more adventuresome onlookers. That includes me--I have a deep fear of insects, but I have a deeper fear of my editors. The crickets are pretty good; they give the pasta a tangy crunch, though...