Diners typically anticipate receiving bread and drinks before ordering, but neuroscientist Dr. Daniel Amen notes that it is a strategy impacting brain urges. Bread and alcohol release serotonin, inducing temporary happiness. Despite filling, the effect diminishes, prompting diners to eat more to sustain the sensation.
Restaurant Strategy: Neuroscientist Explains How Pre-Meal Bread and Alcohol Trick Diners into Eating More
The Neuroscience Behind Pre-Meal Bread and Drinks
Dr. Amen sheds light on the common practice in restaurants of offering bread and alcohol before meals. With over 1.6 million views on the Neuro Lab TikTok account, Amen explains that this approach is not a scheming tactic by restaurant owners but rather a result of neuroscience.
Both bread and alcohol contribute to a drop in the frontal lobe of the brain, responsible for higher-order functions such as planning, problem-solving, and impulse control.
Amen elaborates on the impact of bread, stating that it induces a blood sugar spike, leading to the release of serotonin in the brain, creating a feeling of happiness. Similarly, alcohol has a comparable effect on serotonin levels. However, once serotonin levels decline, the frontal lobe experiences a drop, making it challenging for individuals to control their emotions and urges.
An additional consequence, unmentioned by Amen, is that the rapid spike and fall in blood sugar caused by bread consumption can intensify feelings of hunger, potentially prompting diners to order more food.
Contrary to the assumption that the pre-meal items aim to enhance customers' moods and encourage additional purchases, Amen points out that they also have the unintended effect of lowering inhibitions.
The drop in serotonin impacts frontal lobe function, compounded by the influence of alcohol, leading to increased spending in restaurants. In essence, the seemingly innocent offering of bread and alcohol before meals may subtly influence customers' judgment and decision-making processes.
Serotonin, Decision-Making, and Spending
Amen emphasized that pre-meal bread and alcohol can influence serotonin levels and have consequent effects on the frontal lobe function. This physiological connection results in diminished impulse control and decision-making abilities, potentially leading diners to make uncontrolled choices and increase spending during meals.
Despite the appearance of manipulation, Amen emphasizes that this is not a deliberate strategy employed by restaurants but rather an unintended consequence of neuroscientific principles.
It underscores the profound influence of the brain on human behavior and highlights the intricate role of serotonin. Beyond mood regulation, serotonin affects various bodily functions, including digestion, extending its impact beyond emotional well-being.
However, Amen's explanation oversimplifies serotonin's role, as it is involved in bodily functions unrelated to mood. Nevertheless, research indicates serotonin's significant involvement in learning from unfavorable decisions and influencing risk-seeking behavior.
The relationship between serotonin levels, happiness, and spending may not be as straightforward as suggested by Amen. More so, the hospitality industry prioritizes creating a welcoming environment to encourage spending, reflecting the substantial nature of the business.
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