Good-looking servers influence how food tastes – for better and worse: B.C. study

Men were more likely to be influenced by an attractive server, new research says

A good-looking waiter or waitress can play a big role in how your food tastes, one B.C. study suggests.

Three business professors from the University of British Columbia and Simon Fraser University set out to determine how physical attraction affects taste perception using online surveys and lab experiments, and published their findings in the Journal of Retailing in September.

A relatively good meal served by someone attractive will leave the guest happy, they found, while a less-than-satisfying meal results in the opposite reaction.

In other words: “When the server is attractive, good food tastes better, but bad food tastes worse.”

That’s because of the “negative disconfirmation effect,” when a person who already has high expectations is let down. In the restaurant scenario, they had expected the food to be especially good because of the server’s appearance, and were that much more disappointed when it wasn’t.

Men were more likely to be influenced by an attractive server, the study also found, while women were more likely to be affected by the restaurant’s location and noise.

READ MORE: New bill would prohibit employers from requiring women to wear high heels in B.C.

Study looks at how attractiveness of a server impacts a guests’s likeness of meal (Study graphic.)

”We believe restaurateurs should remain focused on what kind of experience they are actually offering,” SFU assistant marketing professor Lilly Lin wrote in a column this week for research network The Conversation.

“If the goal is to have diners focus on the food — including quality, sourcing, sustainability and taste — then distracting environmental cues that fail to align with the menu should, at the very least, be reconsidered.”

Like us on Facebook and follow us on Twitter.

Just Posted

No charges against cop accused of stuffing money into sock during search

BC Prosecution Service says not enough evidence against Abbotsford officer

$7.4 million in funding for seniors’ housing in Mission

Province announced today that it will provide funding for 74 new housing units for local seniors

Gas prices in Metro Vancouver to drop six cents

But a ‘volatile’ market could lead to increases in the coming weeks

Abbotsford murder victim identified as Jagvir Malhi

Police say killing linked to Lower Mainland gang conflict

UPDATE: Man, 19, dies in shooting on Ross Road in Abbotsford

Victim was airlifted to hospital Monday afternoon, but died shortly afterwards

People flocking to Vancouver Island city to see hundreds of sea lions

Each year the combination of Steller and California sea lions take over Cowichan Bay

Protesters confront Environment Minister in B.C.

Protesters wanting more for killer whales confront Catherine McKenna

Humans reshaping evolutionary history of species around the globe: paper

University of British Columbia researcher had the paper published in the Proceedings of the Royal Society

Toronto ‘carding’ activist Desmond Cole stopped by police in Vancouver

Cole says his experience reveals what daily life is like for black and Indigenous residents

Tubing, skating, light display part of new winter festival in Vancouver

Set to open Nov. 23, the six-week festival will take over Vancouver’s Concord Pacific Centre

Commercial trucks banned from left lane of Coquihalla

B.C.’s Ministry of Transportation has introduced a new program that hopes to prevent accidents and closures on the Coquihalla Highway.

B.C. on track to record same number of overdose deaths as last year

128 people died of overdoses in September, bringing the total to more than 1,100 so far in 2018

B.C. firefighters rescue horse stuck in mud

‘It happens more often than you’d think,’ says deputy chief

Regulatory confusion over ‘toxic’ stink near Abbotsford school

Officials sniffing out which regulators responsible for enforcing compliance at neighbouring property

Most Read