The art of plating

: examining the influence of food presentation on brand experience

Abstract

The main objective of the present dissertation was to examine the relationship between the visual presentation of food, especially in the context of brunch restaurants, and its influence on the multidimensional notion of brand experience. This research was exploratory in nature due to no solid evidence found regarding brand experience variables and food presentation; therefore, no predefined hypotheses were used, but research questions guided the study. To thoroughly understand the subject, the theoretical framework covered three main areas: the world of food and food service; the visual presentation of food; and the notion of brand experience. In order to apply the theoretical findings in a practical context, three focus group discussions were held, with the focus on one restaurant in Budapest serving as a tool for the analysis. The insights gained from these groups served as real-world examples, highlighting the intricate relationship between food presentation and brand experience. Findings revealed that food presentation plays a significant role in contemporary dining culture, shaping first impressions, guiding selections, and indicating restaurants’ commitment to quality, especially in the digital age. Moreover, the study found that food presentation enhances various dimensions of brand experience, although its impact varies: it significantly influences sensory brand experiences, mainly the visual and taste perceptions; it is less prominent in affective brand experiences, where other factors play a more crucial role; it also shapes behavioural brand experiences, encouraging photography, online sharing, and culinary exploration; and its impact on intellectual brand experiences varies, with some seeing it inspiring and others merely aesthetic. It was also suggested that plating should align with a restaurant’s character and audience, with unique styles providing a distinct edge. However, plating is just one aspect of a holistic brand experience, necessitating a multifaceted strategy for contemporary diners.

Date of Award	5 Dec 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Anna Carolina Boechat Chaves Fernandes (Supervisor)