How the language of menus matters ⏲️ 6 Minute English

TL;DR

French menu terms may no longer attract diners.

Transcript

Hello. This is 6 Minute English from BBC Learning English. I'm Neil and I'm Beth. Would you like some fried chicken and chips with gravy, Beth? No, thanks, Neil. I don't really like fried chicken. It's too oily for me. OK. No problem. But, maybe you'd like some organic poulet roti in a tender meat jus with frites? Oh. That sounds interesting. What ... Read More

Key Insights

• Restaurants use language strategically on menus to make dishes sound more appealing and exotic, often utilizing French terms.
• French culinary terms are traditionally associated with gourmet food, reflecting sophistication and high quality.
• The use of French in menus is declining as some diners perceive it as pretentious, potentially turning them off.
• Linguist Dr. Keri Matwick notes a shift away from French terms due to their perceived pretentiousness.
• Brazilian chef Caroline Martins experienced negative reactions to French terms, leading diners to feel confused or mocked.
• Some diners react sarcastically to French terms, and in extreme cases, may even leave the restaurant.
• Caroline Martins now uses English and Brazilian Portuguese, which encourages customer curiosity and engagement.
• Le Cordon Bleu is the most famous French cooking school, known for teaching haute cuisine since 1895.

Questions & Answers

Q: Why do restaurants use French terms on their menus?

Restaurants use French terms on their menus to make dishes sound more sophisticated, exotic, and appealing. This practice is rooted in the association of French cuisine with haute cuisine, which is considered high-quality and sophisticated. By using French terms, restaurants aim to elevate the perceived value and desirability of their offerings.

Q: What is the current trend regarding the use of French terms on menus?

The current trend shows a decline in the use of French terms on menus as they are increasingly seen as pretentious by diners. This perception can turn diners off, leading to a preference for more straightforward language that is less likely to alienate or confuse customers.

Q: How did diners react to French terms on Caroline Martins' menu?

Diners at Caroline Martins' restaurant reacted negatively to French terms on the menu. Some felt confused and mocked by the use of unfamiliar language, leading to sarcastic comments and, in some cases, diners leaving the restaurant. This prompted Martins to reconsider her menu language choices.

Q: What changes did Caroline Martins make to her menu language?

Caroline Martins changed her menu language by replacing French terms with English and Brazilian Portuguese. This shift aimed to make her menu more accessible and engaging for diners, sparking curiosity about Brazilian dishes and facilitating conversations between customers and waitstaff.

Q: What is the significance of Le Cordon Bleu in the context of French cuisine?

Le Cordon Bleu is significant as it is the most famous cooking school teaching French haute cuisine. Established in Paris in 1895, it represents the pinnacle of culinary education and is renowned for training chefs in the art of sophisticated and high-quality French cooking, contributing to the global prestige of French cuisine.

Q: Why might some diners perceive French menu terms as pretentious?

Some diners perceive French menu terms as pretentious because they can seem overly sophisticated or exclusive, creating a barrier to understanding and enjoyment. This perception may lead diners to feel that the restaurant is trying to appear more important or clever than it is, which can be off-putting.

Q: What psychological effect does menu language have on diners?

Menu language can significantly influence diners' perceptions and decisions by making dishes sound more appealing and desirable. The choice of words can evoke a sense of sophistication and quality, enticing diners to order certain items. However, if perceived as pretentious, it can have the opposite effect, turning diners off.

Q: How does Caroline Martins' new menu language benefit her restaurant?

Caroline Martins' new menu language benefits her restaurant by making it more inclusive and engaging for diners. By using English and Brazilian Portuguese, she reduces confusion and fosters curiosity about the dishes, encouraging interaction with the waitstaff and enhancing the overall dining experience.

Summary & Key Takeaways

• Restaurants often use French terms on menus to elevate the perceived sophistication and quality of dishes. However, this trend is changing as diners increasingly view these terms as pretentious.

• Linguist Dr. Keri Matwick and chef Caroline Martins discuss how French terms can alienate diners, leading to confusion and even causing some to leave restaurants.

• Caroline Martins has shifted to using English and Brazilian Portuguese on her menus, fostering curiosity and conversation among diners, and moving away from the exclusivity of French terminology.