The menu at your favorite healthy restaurant might be trying to tell you something ― and it’s not just the daily specials.
A 2019 Ohio State University and Pennsylvania State University study that will be published in the Journal of Business Research found that diners eating in a health-focused restaurant are more likely to associate that restaurant with healthiness if the menu features a font that is handwritten, or appears to be.
According to the study, these menus also make you more likely to post photos of your food on social media.
Stephanie Liu, lead author of the study, explained to HuffPost that as more people are focused on “eating clean,” she and her colleagues were interested in offering restaurants, well, a hand.
“Many restaurants are branding or rebranding themselves as healthy, but they might not know how to do it effectively,” Liu told HuffPost. “We wanted to help these restaurants by offering a creative marketing strategy that does not necessarily increase cost — you just need to print your menu in a different font that appears handwritten.”
The study, conducted with 185 people ages 20-84, set out to determine if a “handwritten” menu can better convey love or evoke more of a human touch. Participants were split up into four groups and asked to imagine they were eating in a made-up restaurant called Rilo’s Kitchen.
According to the study, two groups were presented with the following statement explaining that the eatery was health-conscious: “Its entire menu is based on locally-grown, non-GMO, antibiotic-free ingredients and it is committed to sustainability.”
Of those participants, one group was given a menu with a handwritten font, while the other group received menus that did not appear handwritten. The researchers found that participants who received handwritten menus expressed more favorable attitudes toward the menu, perceived the food to be healthier and engaged with it on social media at a higher rate.
However, these differences were only apparent when the restaurant was described as “healthy.” The different menu fonts didn’t have any perceivable effect on the two groups that were not informed of the restaurant’s health focus.
According to Liu, that’s a result of our attitudes toward fast food or regular restaurants in general. “At regular restaurants or with fast food, the typeface doesn’t matter as much because you’re not expecting that human touch or extra effort,” Liu told MarketWatch.
For James Rigato, head chef at Mabel Gray in Hazel Park, Michigan, it’s not necessarily health that drives its handwritten menu, but certainly an emphasis on connecting with the customer.
“We don’t pursue the optics of healthy but definitely fresh and handmade,” he told HuffPost. “A lot of American food in general is unhealthy so I think handmade often correlates to healthy, but the handmade part of it is more important for us to convey.”
Rigato’s girlfriend Sam Stanisz, a sous chef at the restaurant, handwrites the menu daily, and Rigato says it’s become engrained into the restaurant’s overall aesthetic and vibe. “It’s an incredibly human touch, like when someone sends a handwritten thank you note,” he said.
But not everyone is picking up what the study is writing down.
Basing notions about a restaurant on the menu alone is “oversimplifying” what goes into branding a restaurant as health-focused, Douglas Riccardi, owner of New York City-based restaurant branding agency Memo Productions and Type Director’s Club board member, told HuffPost. He noted that in general, restaurants are now doing a lot more to send out a healthy message.
“The entire messaging in restaurants has become much more transparent about how ingredients are sourced, how the food is prepared, even calorie counts,” he said. “People are just more open now and there’s less of a desire to hide things under the rug.”
Still, it’s an interesting idea to keep in mind the next time you order off a menu ― handwritten or not.
Fresh East 8951 Santa Monica Blvd- Suite G1 West Hollywood, CA 90069 If you're in the mood for fast, healthy food with an Asian flair, head to Fresh East. You will enjoy food with flavors from India, China, Japan, Korea and Thailand. You can feel good about your options here too, as Fresh East strives to use organic food from local farms and sustainable products. If you're going to get fast food, why not eat at a place that's eco-conscious? Photo via Facebook: Fresh East
Tender Greens
Tender Greens 9523 Culver Blvd Culver City, CA 90232 8759 Santa Monica Boulevard West Hollywood, CA 90069 6290 Sunset Blvd Los Angeles, CA 90028 "Accenting the upscale artsy vibe of this rejuvenated Culver city neighborhood is this eco-friendly date spot, Sony exec lunch spot and organic haven for locals. Inside, polished blond wood and stainless steel exude modern warmth and huge plate glass windows bring the outdoors in. The wraparound sidewalk patio offers tables under fragrant Jacaranda trees amid herbs and vines. Specialties include big salads made with Scarborough Farms greens, gourmet soups, sandwiches and mesquite-grilled flatiron steak and free-range chicken." -Martha Burr at Citysearch Photo via Facebook: Tender Greens
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Saffron 230 S. Beverly Hills Dr. Beverly Hills, CA 90212 505 S. Flower St. B Level #250 Los Angeles, CA 90071 With a friendly staff and yummy food, Saffron is a great place to get a quick bite if you're in the mood for some Indian food. You can get some of your favorite classic dishes when you order at the counter and be on your way after satisfying your appetite. It's healthy and a great alternative to fast food! Photo via Saffron
Veggie Grill
Veggie Grill 8000 W Sunset Blvd. Los Angeles, CA 90046 "Looking a little like the Pinkberry of tempeh, this local vegan mini-chain is for both vegetarians and crossover carnivores looking for cheap, healthy and tasty eats. Located in the shopping and dining complex next to CB2 and Trader Joe’s, the bright and welcoming space first catches the eye with a front patio dotted with market umbrellas. Cool shades of red, orange and green frame a sleek modern Euro-Japanese styled room, set off with wood and molded designer chairs. Classic American “burgers” and comfort foods like the BBQ sandwich and chicken wings are made of savory meat substitutes--either tempeh or wheat protein--and gussied up with avocado, sprouts and fresh breads. Other items include kale salad, a grilled portobello sandwich, and sweet potato fries with chipotle ranch dressing. Don’t forget dairy-free carrot cake and chocolate pudding for dessert." -Martha Burr at Citysearch Photo by Veggie Grill
Bibigo
Bibigo 1091 Broxton Ave. Los Angeles CA 90024 Bibigo breaks Korean BBQ down to its essentials so that it can provide a quick dining experience to hungry visitors. The food still packs plenty of flavor though, and patrons can be satisfied by both the quick service and the excellent food. Photo by Bibigo
Choppe Choppe
Choppe Choppe 3867 Hughes Avenue Culver City, California 90232 "This Culver City lunch favorite, formerly Skratch, is proving quote popular with Sony employees and other area professionals seeking a simple lunch or early dinner to go. Patrons love the ability to order any menu item (written on a chalkboard in the small, bright space) as a sandwich or salad. The "Nicoise," for example, comes as a brimming salad or compact sandwhich (with sustainable pole caught tuna, kalamata, cornichon tapenade, chopped egg, sliced radish, caperberry remoulade and a lemon mustard vinaigrette). Indoor tables are long and frequently shared with strangers, while outdoor tables are better for small groups. Soups are fantastic at Choppe Choppe, with the mushroom brie in particular a standout." -Charlie Amter at Citysearch Photo by Choppe Choppe
Fresh Bites
Fresh Bites 7950 W. Sunset Blvd. Los Angeles, CA 90046 "There's a serious emphasis on healthful Cal-Italian food at this fast-casual, eco-chic spot along Sunset Boulevard. A bustling open kitchen, sleek auburn wood, bamboo, potted snake plants, a waterfall and mod furniture harmonize beneath high ceilings, while the sidewalk patio is a great option if you're looking for a more alfresco experience. Executive chef Claudio Marchesan, formerly of Pane e Vino and Il Fornaio, might be overdoing the cute names (“Funky Beet,” “Edgie Veggie,” “Groovy Avocado,” and “Charming Chinese” salad), but the gourmet touch is evident in sandwiches like the “Surfin’ Tuna” that marries marinated artichokes, fresh basil, arugula, Dijon and roasted garlic pesto, or “Awesome Okra” pizza augmented with mozzarella, fontina and red onion. Also look for grilled skewers of shrimp, chicken and salmon and a variety of pastas (white, wheat or gluten free)." -Martha Burr at Citysearch Photo by Fresh Bites
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