Menu Jargon Confounds Diners: Top Misunderstood Menu Terms Decoded

Top Misunderstood Menu Terms

Can’t tell shiso from yuzu? Don’t know a gougère from gochujang? You’re not alone. As culinary trends evolve (or stage a comeback), the terms diners are finding on menus can be confusing and impact how they order at a restaurant. A recent online survey conducted by Harris Poll revealed many diners believe some restaurant menus are more confusing than they need to be (29%), are concerned that ordering a menu item made with an unfamiliar ingredient will ruin their dining experience (56%), or feel they will be wasting their money if they don’t enjoy their meal (74%).

The survey findings also revealed several menu terms that more than half of diners do not know the meaning of, and inspired the OpenTable design team to work with illustrators to create a visual Menu Jargon Decoder to demystify the visualization, meaning, and pronunciation of confusing menu terms, including okonomiyaki, bibimbap, piri piri.

The survey, which was conducted online by Harris Poll in March 2016 on behalf of OpenTable, found that an overwhelming majority of diners (91%) say they are more likely to order a dish they are not familiar with if it has additional menu features. Diners also indicated that the future for digital menus may be bright with more than half saying photos of the menu items (53%) or a glossary of menu terminology (30%) would make them more likely to order a dish they are not familiar with.

Additional findings include that nearly 2 in 5 (37%) of diners choose a restaurant based on how familiar they are with the items listed on a menu. When diners encounter a term they didn’t understand on a menu, most (67%) have asked the waiter to explain what it is, but some (42%) have asked fellow diners at their table if they are familiar with the term. Nearly 1 in 5 (18%) ordered a dish with an unfamiliar ingredient or term as a challenge to experience something new. Men were more likely than women to do so (21% vs. 14%, respectively).

According to the survey, at least half of diners say they do not understand the following menu terms in ranking order:Continue Reading

New OpenTable Restaurant Industry Index Tracks Growth of Guests Served

We are pleased to introduce the OpenTable Restaurant Industry Index, a quarterly barometer that tracks the state of the reservation-taking restaurant industry. The Index shows year-over-year growth of guests served in reservation-taking restaurants in North America and five major metropolitan markets, including Chicago, Los Angeles, New York, San Francisco, and Washington, D.C.

“We are launching the Index to serve as an industry benchmark for the restaurateur community and industry observers,” said Matt Roberts, OpenTable’s Chief Executive Officer. “We track the growth of the industry to obtain a macro-economic viewpoint based on the largest network of reservation-taking restaurants in North America. We’ve observed the impact on the industry during the turbulent economic environment of the financial crisis, and over the course of the last two years we’ve seen the industry experience a modest growth rate in the 2 to 3 percent range.”

Continue Reading