During a recent trip to Tokyo, I had several thoughts about the country’s cuisine. Over the course of a few days, I was able to closely observe the display cases of numerous restaurants. They are very different from those in Spain and even Europe.
First, a simple sign at the entrance of each building indicates the type of restaurant, providing a first impression. Second, a menu stand with each dish accompanied by a detailed photograph to connect the potential customer with the culinary offering. Third, and most surprisingly, dishes made of plastic material perfectly recreate the food you’re paying for.
The similarity between these models and real dishes is striking, as what you see in the display case is exactly the same as what you receive when the waiter serves it at the table.
This practice, which allows visitors to visualize what they’re going to order and eat, is very uncommon in Spain. Let’s analyze why. First, finding this type of menu cards indicates that you’ve just entered a restaurant catering to tourists. Second, for many, this format seems outdated, overtaken by trends that go far beyond simple images and descriptions. And third, there’s the challenge of consistency: many establishments don’t add photos to their menus because they know that if the dish served doesn’t match the image, the customer will complain as soon as it’s served.
Consistency in culinary processes and dish presentation is a key issue in today’s restaurant industry. Therefore, I wonder: if large restaurant chains strive for consistency and coherence in their dishes, wouldn’t it be logical if the menu photographs pursue the same goal? In other words, if process control, costs, and customer experience are fundamental values in these restaurants, then, with or without photos, the short- to medium-term goal should be for restaurants to standardize not only recipes but also their profitability.