Overview

Ambiente Frankfurt (link) is considered the “World Leading Consumer Goods Trade Fair Focusing on Design, Tableware, Gifts and Home Décor”. For 2020, the organisers launched the HoReCa Academy, a series of talks by industry experts over five days. As part of this initiative Kitchen Theory proposed and were commissioned to conduct a research project assessing the link between designer tableware and perceived value by consumers. Upon completion, the results of the report were revealed by chef Jozef Youssef at the Ambiente evening ‘Get-Together’ for 200 guests. Kitchen Theory curated the menu – which was a selection of items related to the talk given by Jozef – and worked with the venue caterer on execution.

Challenge

Kitchen Theory designed and conducted an online study exploring the relationship between a) the perceived value of a plate of food based on the service piece it is presented on, b) the relationship between the perceived appeal of a plate of food and the service piece on which it is presented.

Development

Over two months Kitchen Theory designed the study, developed the dishes, visual collateral, conducted the online survey, assessed the result and wrote the report. Meanwhile our team worked alongside the organisers and the venue caterers to curate a menu to be served at the Ambiente evening ‘Get-Together’ for 200 guests.

Results

This online study explored the relationship between a) the perceived value (how much would be paid) of a plate of food based on the service piece it is presented on, b) the perceived appeal of a plate of food and the service piece on which it is presented. The results are shared below;

The most expensive plate used for the study achieved the highest average price overall (irrespective of what was plated on it).

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People would pay more for the food plated on designer crockery.

It seems that even a small investment in designer crockery can achieve an increase in the price a customer would pay for a dish. Doubling the price of the plate used should result in a relative increase in perceived price of 9% +- 1%.

The second most expensive plate used was rated as most appetising (irrespective of what was plated on it)

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A PLEDGE TO SUPPORT THE LOCAL COMMUNITY

 

Read our pledge from Kitchen Theory founder Chef Jozef Youssef to find out how we are doing our part to support the community through food during these unprecedented times.