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DEC. JAN. 2019 XI Speaking of presentation, the market offers various solutions. “Classic containers can be used – says Lorenzoni – such as plain or printed paper cones; practical food cardboard boxes for transport or small trays made of recycled and recyclable material. Also the contexts in which pasta can be served are among the most varied: finger food, aperitif, accompanied by tastings of cold cuts and cheeses, as a side dish and/or children’s snacks.” ______________________________ BOX WHAT IF IT’S FROZEN? Even better, at least according to Chef Emanuele Scarello. “Cuisine – he says – nowadays must be sincerity, if I bid farewell to my last customer at 1.30 in the morning, I can’t be shopping at the market at 4am. And then why must everything be done immediately at all costs? Rather than made quickly and poorly, made well but frozen is better. And let’s not forget the cost factor. Why should I prepare 20 tortellini by hand in an hour? How much does it cost me? And maybe the result isn’t even the same. The fact that everyone knows how to do everything is taken for granted, but preparing fresh pasta is not an easy task. Are we sure all cooks can do it? Is it taught in hotel schools?” It’s better then to choose a frozen product, which guarantees the constant quality that a customer expects when entering a restaurant, especially if of a high standard and, at the same time, strictly check the cost/portion. “The important thing – concludes Scarello – is to choose a good product”. ______________________________ AT PAGE 30 IN THE RESTAURANT Cable-radio 2.0: it’s time for sound that Some American researchers have shown that depending on the music genre we listen to, the taste of food changes significantly. A fact that could also have commercial repercussions. Sound branding is now being talked about By Riccardo Sada A study by the Professor of Consumer Psychology and Neuromarketing of the IULM of Milan, Vincenzo Russo , scientific director of the Master in Food and Wine Communication organized with Gambero Rosso, has shed light about what still can be done about communication related to wine and the enhancement of territorial excellences. Understanding the behaviours that induce consumers to choose a particular product and market applications is crucial today. Neuromarketing offers itself as a discipline capable of proposing to consumer research companies useful and effective strategies and methods to measure the emotion that characterizes any act of consumption and every form of fascination for commercials, websites, product packaging or brand images. For Neuromarketing, the right sound environment can greatly improve the sales experience : numerous companies invest more and more in in-store music. What is too often underestimated is, on the other hand, the importance of sound branding, that is, the possibility of associating sound to a product and its visual, taste and olfactory identity also an element of sound that is easily recognizable, immediately memorable and able to direct and almost implicitly refer to the brand/product. In an increasingly crowded and competitive market, that of attention to potential customers and stakeholders, to reach its recipients, a company needs to implement different, high impact strategies. Sometimes this means, in fact, finding a sound mark that best represents it. You can still go beyond the perfect combination of music and food. How? Highlighting sounds, which have the power to react to taste. To declare this is a research carried out by American scholars from Arkansas University , which highlighted the fundamental link between what we listen to and the taste we perceive, discovering that sounds have the power to alter the perception of taste. No one would have imagined that higher-pitched sounds increase the perceived acidity of foods; that to enhance the sweet taste it is necessary instead to have a resonant background music; that a bitter taste results from listening to a deep tone. Different sounds send different signals intended for the brain that indicate which taste buds to “activate” the most. The link between music and food could also have commercial repercussions, pushing food manufacturers to try new packaging currently beyond their imagination. Today you could also include in the packaging the music to match with food, perhaps in the form of a hint or real sound: a QR code would suffice. Care for the audio atmosphere is a must. Among the musical genres stands out jazz, not a specific genre but a container of sounds that welcomes the greatest talents of modern music from all over the world. Not to mention the geolocation of food, where often a territory meets an often deep-rooted and precise cultural reality like folk music: in fact, the typical dishes of a country have more taste if accompanied by local music. This was discovered by an illustrious professor of experimental psychology, Charles Spence , who has a chair at the University of Oxford. Spence calls all this “sonorous seasoning.” Thanks