The name of net red dishes is getting longer and longer, can it really make the food delicious?real!

Have you found that the pipe tube is ordered or down the restaurant. Are those dishes have become longer and longer?

At a glance, the real body of the dish is getting more and more difficult. You need to work hard to pass the fog of "the mini is delicious to screaming the poached egg" to recognize that this is a "cold poached egg".

We have counted it. On the takeaway software, a net red noodle shop ranked among the top 8 words, and the maximum length can reach 10 words. The name length of the product is above 7 words, with a maximum of 17 words.

Even this kind of name is the same as the raw material table as the raw material list | Turn over

In addition to the origin, raw materials, and practices that are often in the traditional dish name, these long names often appear stacked, exaggerated adjectives, and unknown rare characters. I couldn't do it when ordering.

It's not milk tea, it's "QQ ㄋㄟㄋㄟ ㄋㄟㄋㄟ 咩 咩 咩 噗 不 不" ~

So why is the dish name become longer and longer? Behind this, there is really a very serious linguistic principle.

Want to raise a price? Get the name first

The most direct reason is that the longer the name, the higher the price.

Dan Jurafsky, a professor of computer linguistics at the MacArthur Genius Award and a professor of computer linguistics at Stanford University, wrote in the "The Language of Food" published in 2014 that he and his colleagues collected 6500 menu 650,000 menus The name of the dish and the relationship between the length of the dish and the price of the dish name and the price, and then found that when the dish name is weird and long, the price of vegetables will be higher.

In high -end restaurants, low coffee may be called "decaffinated coffee", and cheap restaurants will be called "low -cause" or "decaf" directly. In high -end restaurants, the food that is eaten with the main dish is called "Accompaniments", and the cheap restaurant will be called "Sides".

Statistics show that every time the average length of words in the dish name increases, the price of dishes will increase by 18 cents (almost a dollar). Therefore, if there is a long, and mouthful name such as "white jade Pu'er" or "golden cinnamon" appear in the milk tea name, the pricing is mostly not low.

Starbucks, which is positioned as a Volkswagen coffee brand in the United States, uses cheap name "Decaf" ｜ Starbucks

This law is obviously applicable to the domestic catering industry. Expand the milk cover into "sea salt cheese sent by whipped cream", and rewrite the coconut milk into "raw coconut". The positioning of the product will be increased by a level, and the price is naturally sold.

This name is delicious!

The promotion and sales of dishes require a well -known name, but customers are not stupid. If the product is just the name of the name of the smallpox but the quality has not changed, it will not buy it next time. However, the study found that a good name really makes the vegetables "better". This kind of text affects the strong connection between the brain and different sensations, and it is called "Lianjue" in linguistics.

The text has "character". If I tell you that one of the shapes in the above figure is called BOUBA, and the other is Kiki, which one do you think?

This test comes from an experiment from German psychologist Wolfgang KöHler. He found that no matter which language the subject is, from the Swedes to the Swari, to the nomadic people in the northern part of Namibia, or even a 2 -year -old doll, the results are amazingly similar: Everyone will feel that the left is called Kiki, and the right is called BOUBA.

Do another experiment. Do you think it sounds sweetest in the taste of Maluma and Takete?

In this experiment from the psychologist Charles Spence from Oxford University, the subject who ate milk chocolate (Swiss lotus was super strong 30%cocoa) said that the taste was more like "Maluma"; and eating food; and eating The dark chocolate (70%Cocoa and 90%cocoa, bitter) feels that the taste is more "Takete".

You didn't guess wrong, the pattern on the left is takete, and the right is Maluma | Research Gate

Researchers believe that Lianjue is related to the continuity of pronunciation. The continuous sounds that are consistent with pronunciation from beginning to end like M, L, and R can show smooth characteristics in hearing, and it is easier to remind people of smooth images. Instead, the harsh sound stopped abruptly, such as T and K, more in line with the sharp shape. To a certain extent, Professor Ren Shaotang's Synesthetic Hypothesis proposed by Professor Ren Shaotang, that is, the smoothness that hear the hearing seems to affect vision and taste.

The pronunciation wave -shaped diagram of Maluma and Takete, smoother on the left and more sharp on the right ｜ "Food Linguistics"

The catering industry that stresses taste and taste is needed to stimulate consumption. Lemon tea does not sound fresh enough? Then add "hands". Not juicy enough? Then change it to the moment when the blasting sound helps Lenovo lemon explosion. Similarly, Pearl sounds bad? Then add adjectives such as QQ, glutinous, and cotton, and let customers produce Q -elastic Thick Lenovo through a more rounded and more backward pronunciation. The name is also part of the temperament of the store

If you say that in the dish name, long speaking and using Lianjue, there is a certain reason. What's wrong with the fans that often appear in the long name?

In a takeaway shop, the name of the dish has a strong Party B temperament ｜ Turn over

As the catering industry is continuously rolled in and newly opened restaurants, they must strive to create "brand characteristics". Even similar raw materials and practices are like to change their names. Because most of the restaurant audiences in CBD are white -collar workers who work nearby, the restaurant naturally thinks that in the workplace language to "closer" with guests. Hand -tear bags sound too ordinary? Then change it to "one manuscript to tear the bag". Zijiang chicken sounds unique? Then change it to "all spicy chicken ginger chickens".

The use of this language is bound to a certain style characteristics, and can be used to distinguish the audience in a specific scenario, and it is called enregisterment in symbolics.

Station B. Message to comment on the fancy method of milk cover ｜ @zhaif

Domestic packaging is distinguished and catered to the audience, and further strengthened the brand's image and became part of the brand. For example, "domineering" people immediately think of Nai Xue's tea, while the names of the stacks such as Zhizhi Berryberg are deeply bound with the likes. For catering brands, such naming strategies can help them attract target consumer groups, and it is easier to promote new products.

In addition to the traditional name elements, the naming mark of each store is added, and the dish name is naturally short.

The source of the long name is French meal?

Modern restaurants, especially takeaway restaurants, are fast -moving speeds, and new products will also be launched on a regular basis. In order to allow customers to quickly understand the content of the food content, the name of the dishes often requires the main raw materials and selling points. The change of this naming style can easily remind people of the French restaurant's origin naming system.

The menu is very long and long!

This naming system founded the Chateau de Choisy near Paris, and the French Louis 14 emperor printed some exquisite menus during this stay for commemoration. This gorgeous menu opened the tradition of the name of the name of the injection dishes, cooking methods, and even the guest names of the dishes. Many of the dishes also have complex descriptions.

The cover of the menu between the Shusa Winery 1747-1748 ｜ Boston Hospitality Review

The wave of high society was quickly blown into the folk. In the 1970s, the popular restaurant rose. At the same time, Menon: La Cuisinière Bourgeoise and other cooking books were sold well, further promoting the menu and the name of the origin of the origin. According to the statistics of catering researchers Jean Pierre Poulain and Edmond Neirins, by 1883, the long dish name system marked by the origin of origin has gradually exceeded half of the Western world, becoming Standard.

A 1793 -year -old menu, the dish name is long ｜ bibliothèque history de la ville de Paris

However, this naming method is not unique to the West. In the point of indicating the main raw materials, the Chinese food naming system has the same wonderful work.

As early as the pre -Qin to Wei, Jin, and Northern and Southern Dynasties, the names of the dishes were mainly named according to the raw materials and processing methods of food. The earliest recipes "Bazhen" in ancient my country (recorded in the "Book of Rites · Inner Rules" in the Zhou Dynasty), including "artillery dolphins", "gun sheep", "boiled", "stains". The "serious vegetables" of ingredients. During the Northern and Southern Dynasties, "Qi Min Yao Shu", known as the entire book of agricultural encyclopedia, listed the names of nearly 100 dishes, such as "steamed bears", "dolphin", "bud meat", etc. These dishes are basically the names. The naming format of the raw material plus cooking method. To this day, many dishes continue to be named. There are "tomatoes scrambled eggs", "pepper eggs" in home -cooked dishes, and "red cream elbow" and "green onion sea cucumber" in the New Year's dishes.

Thanks to the development of the global economy and logistics, the raw materials used in new catering are also increasingly diverse. Among them, there are many sultans king durian, Japan and cattle from all over the world, and duck shit tea and oil citrus fruit. The niche ingredients in specific areas are mixed and matching, and the name of the dishes is naturally longer.

references

[1] Lu Huafang. (2008). Research on the Art Name of Chinese Crepere (Master's Dissertation, Xiangtan University).

https://kns.cnki.net/kcms/detail/detail.aspx?dbname=cmfd2009filename=2008181399.nh

[2] Szende, P, Sridhar, N. (20028). Fragments of the Past: The Art of Naming Dishes.of-the-Past-The-OF-NAMING-DISHES/[3] jurafsky, d. (2014). The language of food: a linguist reads the menu. w. nortoncompany.

[4] Karreb mk, M. S. (2014). Rye Bread and Halal: Enregisterment of Food Practices in the Primary Classroom. Language Communication, 34, 17-34.

[5] Zhihu user 10IGCD, "Milk Tea Simple History: Thirty Years of Chinese Milk Tea (1987-2017)", Zhihu.com, https://zhuanlan.zhihu.com/p/27085882

[6] Milk tea shop equipment planner, "Tea Yan Yue Se, the founder: How does milk tea go out different from Xixue and Naixue?", Zhihu.com, https://zhuanlan.zhihu.com/p/83939004

Author: vanilla

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