If you were to ask people who enjoy the finer things in life about the hallmarks of a luxury hotel, you would likely get responses that include quality, consistency, and service. These are indeed the table stakes when it comes to delivering premium experiences. But what if your menu was telling your guests something about luxury?
In the January 23, 2024 New York Times article,“The Menu Trends That Define Dining Right Now,” the publication gathered 121 menus from restaurants all over the United States. It stated how “together they [menus] offer a glimpse into the tastes and values of today” suggesting that dining has a distinct way of reflecting consumer preferences. It’s true: food is the ultimate reflection of the cultural zeitgeist. Everything from health and wellness trends to eco-consciousness and pop culture are all reflected in the pop-ups, restaurants, and dining trends we see daily.
The article goes on to suggest that “restaurant menus can be surprisingly revealing. They’re a time capsule of culture, reflecting the comforts, habits, flavors and values of an era.” Perhaps the menu speaks for itself in ways in which we never quite imagined.
Subtle Signaling
What’s interesting are the subtleties when it comes to luxury hospitality. One of which is the idea that less can mean more – a lot more- particularly when it comes to dining. A small menu hints at luxury, signaling to the audience that the items listed on a menu have been hand selected to deliver a more special experience. The idea of having a curated menu implies a certain level of care and attention that evokes trust. For example: if there are only five entrée options on the menu at an upscale menu, the consumer can all but guarantee that each individual has been hand selected, and curated to perfection, by the chef.
Fewer choices communicates exclusivity, which drives up customer value. And as spending increases, so does engagement. We’ve explored some ideas about how offering fewer choices can lower stress, increase satisfaction, and enhance the experience overall.
Guest Preference: Paradox of Choice
Having more options can initially seem desirable; however, too many choices can lead to decision paralysis, dissatisfaction, and even regret. This idea suggests that as the number of choices increases, the difficulty of making a decision also increases, and the likelihood of making a satisfying decision decreases. This concept was popularized by psychologist Barry Schwartz in his book, “The Paradox of Choice: Why More is Less.”
The idea of having a curated menu implies a certain level of care and attention that evokes trust.
Offering fewer choices can make it easier for guests to choose one that they are happy with; thus increasing customer satisfaction. Increased satisfaction leads to greater perceived value which leads to greater sense of loyalty.
The National Restaurant Association identified regional menus and streamlined menus as two of the top ten “What’s Hot 2024” restaurant trends. Paring down the number of choices can relieve stress for guests, as they’re not burdened by an overwhelming number of options. We’ve found that people actually prefer having fewer choices, because they’re already so bogged down with choices in their daily lives.
Chef Autonomy
A smaller menu with a la carte offerings or even a simplified prix fixe menu can help the customer make decisions, and has the added benefit of helping the chef minimize costs. For the chef, this approach typically entails a focus on what the restaurant does best. It can also mean using local or seasonal ingredients for a hand-curated offering. This notion is particularly important to the traveler who wants to immerse themselves in the local culture and experience what the location has to offer. A localized culinary adventure enhances the experience by offering something new.
“We are experiencing an industry that has become increasingly globalized, where highly seasonal ingredients like asparagus can be found all year round, and freshness comes as a standard. A shorter menu provides a rare opportunity to highlight seasonality, locality, and subsequently a sense of exclusivity in these short windows that ingredients flourish regionally,” said Chef Gaz Herbert of Iyoki London.
A menu that fits in your hand gives guests the added assurance that a product has been tested and approved, the implication that the experience is more curated, and it provides added autonomy to the chef. Overall, the dining experience is more special and memorable for guests.
Time for Less
We may love the things that appear to be counterintuitive and the nuances that make all the difference. When it comes to luxury hospitality, the people setting the stage know that it’s all
about the little things: the small details that make all the difference. When in doubt, less is always more. Maybe it’s time to lean into less.
