Aesthetics Appeal In Food Presentation Its Effect To Customer Satisfaction Chapter 1 & 2 HTML version

Chapter 1
Food is a basic necessity for human survival. Likewise, many an artist will undoubtedly
tell you that art is also a basic necessity, an inherent part of human life without which one
literally cannot survive. Let’s consider food from an aesthetic perspective. Art in the aesthetic
sense deals with the idea of creation and reception, and a relationship between the object itself,
the artistic creator, the artistic receiver, and the environment or context in which those three
Food presentation is the art of modifying, processing, arranging, or decorating food to
enhance its aesthetic appeal. The visual presentation of foods is often considered by chefs at
many different stages of food preparation, from the manner of tying or sewing meats, to the type
of cut used in chopping and slicing meats or vegetables, to the style of mold used in a poured
dish. The food itself may be decorated as in elaborately iced cakes, topped with ornamental
sometimes sculptural consumables, drizzled with sauces, sprinkled with seeds, powders, or
other toppings, or it may be accompanied by edible or inedible garnishes (Styler & Lazarus,
Cooks often pay close attention to plate presentation, choosing ingredients and
techniques to suit a desired effect, following a standard arrangement and wiping away drips.
Some foods are included mainly to set off others, such as a parsley garnish, and such elements
as shells are not to be consumed at all. Checking the food's appearance, which is the cook's
last task, becomes the eater's first. Diners are often transfixed by the food when it arrives at the
table, as if taking in the whole meal. Yet even the most impressive sculpture collapses at the
strike of a knife, fork, or spoon, so that plate presentation is evanescent.
Aesthetics is the concept of what is attractive and pleasing to the senses. Presenting
attractive, delicious tasting foods is the best marketing tool a foodservice facility can utilize.