According to a study, the ambiance of a restaurant could directly affect the amount of food people eat and the degree to which they would enjoy it. A restaurant's atmosphere may cause people to overeat if it stimulates them to eat faster, but also if the ambiance of the restaurant gets people to linger longer it may get them to order an unplanned dessert.
Lighting and noise can influence food consumption because they affect how long people eat for.
In this study, researchers Brian Wansink and Dr. Koert Van Ittersum examined if changing the atmosphere of a fast food restaurant would change how much food patrons consume. To do so a part of Hardee's fast food restaurant in Champaign Illinois received a fine-dining makeover. With soft lighting and even softer jazz ballad instrumentals part of it was transformed into a fine dining environment, said a report by TOI. Participants were randomly selected to eat in either the unchanged part of the restaurant or the fine-dining part. The amount of time spent eating and the amount of food consumed was unobtrusively recorded and participants were asked to rate the quality of the food before leaving. The researchers found that fast food restaurants which are often considered to contribute to obesity are not designed with relaxation in mind. The bright lights, loud noises and yellow and red colours create a hectic atmosphere that may cause individuals to eat quickly. It was hypothesized that participants in the fine-dining part would consume more as the relaxed atmosphere would cause them to linger longer and order more food than those in the fast food environment. Interestingly results showed that even though participants in the fine-dining area ate for longer than those in the main eating area they actually consumed less food. Those in the fine dining area were also no more likely to order extra food. Another surprising result is that even though participants in the fine-dining part ate less food they actually rated the food as more enjoyable, so changing the atmosphere can change food consumption and food satisfaction. If fast food restaurants want consumers to enjoy their food more they should tone down the lights and music and create a more relaxing atmosphere, the study suggested.
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