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DEC. JAN. 2019 XII to new technologies, such as Sony’s Multi-Room audio, restaurateurs and more, they have the tools to turn a meal into a multi-sensory experience: no matter where we are, we can combine lunch or dinner with the right music to enhance the perception of flavours. Spence adds: “tastes are perceived with the senses, not with the mouth. It is the brain that prepares the mouth for the experience of flavour. The environment around us has a significant effect on the dining experience, but music is able to prepare the palate for new tastes, to influence and change the perception of flavours, and make it a more intense taste experience. So even small environmental changes can really increase the pleasure of food.” The sensations we feel with food. Crispy, fragrant or creamy – everything has a sound. Soft drinks, above all, generate absolute, identifying, precise and associative sounds. The probability that there is an absolute melody to listen to during meals does not seem to exist, it is more likely a subjective component linked to each person, this is more than certain. We get a beer, the music that we listen to can affect its taste and make it nicer. Another research, published in the journal Frontiers in Psychology, conducted by a team of Belgian, Dutch and British scholars led by Felipe Reinoso Carvalho , of the Vrije University in Amsterdam states that: “the study was born to assess the influence on the purchase of a new Belgian beer not only through packaging but also through the music of the advertising campaign. 231 volunteers took part in the experiment, who tasted the same beer in three different ways. The first time the volunteers had to drink the lager from an unlabelled bottle, the second time they tasted it sipping a bottle with the label, finally they drank the beer with the label and with a song in the background.” Objective results showed that the drink had appeared better when people had drunk it while listening to music, but especially when they knew the band that wrote the song. This means that beer looks much better when we sip it while listening to the music we like the most. “We intend to continue with our research to understand how sounds modulate the perception of food and drink flavours – Carvalho explained, convinced that there is still much to discover on this issue – We also want to identify how sounds can affect our decision-making processes, to see for example if different sounds push people to consume healthier foods.” Not only beer: music also influences cheeses. Pausini, Led Zeppelin and also Fedez, so pop, rock or hip- hop, can influence the maturing of Emmental cheese. The experiment was conducted by researchers and students from the Bern High School of Art (HKB), in collaboration with the Burgdorf (BE) veterinarian and the cheese producer Beat Wampfler. ______________________________ BOX 4 POINTS TO FOLLOW Chefs and restaurateurs able to contextualize the range with a musical and sound mood studied ad hoc, care of the set-up for each individual event: this is what is needed. We interviewed Damiano Nicolodi of Hexen Klub Canazei and President of the Young Hoteliers Val Di Fassa, Roberto Buffagni , of Matis Bologna, Peter Pan Riccione, Villa Delle Rose Misano Adriatico, Riccardo Cecchin , from Storia Padova, King’s Jesolo and Aperyshow, and Gabon from Marecrudo. And these points have emerged. Aim for the experience and the emotional side The important thing, also to justify the bill, is the experience, the memory that you leave at the end of the meal. To maximize these aspects, the use of the five senses is essential: sight, taste, smell, touch and of course... hearing. Enhance the menu by selecting the sounds From the gurgling of the coffee maker to the crunch of fries or fried bacon, passing from the “pop” of the opening of the lid of the jar of prepared sauce to the “simmering” of a broth or a ragu. All these are “emotional” sounds capable of retaining customer loyalty. The use of experts analyzing costs and benefits The sound to add to the restaurant and not a restaurant to add to the sound. To achieve this result it is good to contact experts, perhaps those from universities, or profound connoisseurs of music and food. It is not an expense of itself: it is an investment. Some practical examples Jazz improves the taste of chocolate Drum & bass worsens a caramel taste The higher-pitched sounds enhance the acidity, the more resonant sounds the sweetness, the deep tones the bitter How to lose weight In a study published in Food Quality and Preference magazine, Ryan S. Elder of Brigham Young University in Provo (USA) and Gina Mohr of Colorado State University in Fort Collins (USA) explain that “the sound emitted by foods during chewing affects the amount of food that is consumed. The more intense it is, the less it is ingested”. It is the “crunch” effect that supports this. Research is being carried out also in Italy After the Georgia Institute of Technology and Microsoft Research, the University of Verona and the IUAV of Venice, within the framework of the project CLOSED (Closing the Loop of Sound Evaluation and Design), which are involved with food and the environment in which it is prepared or consumed and related sounds. For more information: http://soundbible. com/tags-food.html ______________________________ MAGAZINE