As a young entrepreneur or startup founder in the food industry, you’re probably laser-focused on sourcing fresh ingredients, developing unique flavors, and crafting Instagram-worthy dishes. But have you ever stopped to consider the power of language in shaping your customer’s experience?

In an industry where customer loyalty is a blend of emotional connection and sensory delight, words are as vital an ingredient as the food itself. Research suggests that the way we describe food can dramatically alter our perception of its taste. This phenomenon, known as the “labeling effect” or “verbal priming,” suggests that our expectations set by language can genuinely influence our enjoyment of food. In short, words have flavor—and as a food business leader, you can harness this powerful tool to captivate, satisfy, and retain your audience.

In groundbreaking research at the University of Oxford, Professor Charles Spence, an experimental psychologist, demonstrated just how powerful words are in shaping our taste experiences. Spence’s work focuses on the sensory phenomenon known as “verbal priming,” where specific language can change our perception of food. In one experiment, he found that when participants were told they were tasting a “light and airy” strawberry mousse, they rated it as more flavorful and enjoyable compared to a mousse described in simpler terms. This experiment reveals that taste isn’t just about flavor—it’s also about expectation. By carefully choosing descriptive language, food businesses can set the stage for a richer, more satisfying customer experience, transforming ordinary dishes into memorable, multisensory experiences.

The Science Behind the Flavor of Words

At the intersection of neuroscience and culinary artistry, studies reveal that words can tap directly into our sensory experiences. Researchers have found that the brain processes language and taste in overlapping ways, with verbal cues often setting a mental stage that affects how flavors are perceived. For instance, labeling a cake as “luxuriously rich chocolate” primes the brain to expect indulgence, intensifying the sweetness and richness experienced with every bite.

Spence’s work focuses on the sensory phenomenon known as “verbal priming,” where specific language can change our perception of food.

In a landmark study by Cornell University’s Food and Brand Lab, diners who ordered a “succulent Italian seafood fillet” rated their meal as more delicious and satisfying compared to those who ordered a dish simply called “seafood.” This is because descriptive language activates the brain’s gustatory cortex, creating a more intense mental image that heightens sensory experiences. So, for a food entrepreneur, the power of words goes beyond description—it’s a strategic asset that shapes customer perception and satisfaction.

The Art of Culinary Semantics: Crafting Flavorful Narratives

In a crowded market, using sensory language and storytelling can differentiate your brand and evoke a memorable dining experience. Here’s how you can use language to revolutionize your food business:

1. Use Sensory Language to Bring Your Dishes to Life
   Crafting vivid descriptions can be the difference between “another burger” and “a hand-pressed, smoky Angus beef patty with a hint of cracked black pepper, layered with gooey cheddar and caramelized onions.” Sensory words such as “smoky,” “gooey,” and “caramelized” activate taste memories and sensory expectations, drawing customers in even before they take a bite.
2. Create Emotional Connections Through Storytelling
   Food is deeply personal, and a great story can transform a dish into an experience. Take a page from brands that describe menu items as “grandmother’s heirloom recipe” or “inspired by Sunday family brunches.” These phrases not only evoke nostalgia but also create an emotional connection, allowing customers to associate the dish with warmth and comfort.
3. Be Intentional with Labeling
   Labels are powerful psychological cues. Consider how words like “gourmet,” “artisanal,” or “farm-to-table” can convey values like quality, authenticity, and sustainability. Even calorie labels or terms like “light” versus “indulgent” can influence how much people enjoy or feel satisfied with a meal. Craft labels that resonate with your brand’s identity and your customers’ values to create loyalty through language.
4. Experiment with Flavor Profiles and Descriptions
   Expanding your culinary vocabulary can give customers a richer understanding of the nuances in your dishes. Don’t just call a soup “spicy”—describe it as “a fiery blend of aromatic spices with a subtle hint of citrus.” This attention to detail can transform your customers’ dining experiences and set your brand apart as a culinary innovator.

Real-World Examples of the Power of Words in the Food Industry

The strategic use of language has already shaped some of the most successful food campaigns and brand identities around the world:

• Subway’s “Five-Dollar Footlong”: By framing its classic sandwich as a “footlong,” Subway emphasized value and indulgence in just three words, sparking a powerful mental image and driving unprecedented sales.
• The “Cronut” Craze: The simple yet innovative portmanteau “cronut” (croissant-doughnut hybrid) spurred international intrigue and long lines outside bakeries. The name conveyed exclusivity and creativity, branding it as a must-try dessert.
• Farm-to-Table Movement: Descriptions like “locally-sourced,” “organic,” and “farm-fresh” create a sense of trust and authenticity. In a time when consumers increasingly value sustainability and transparency, these words provide more than just an ingredient list—they offer an ethical and lifestyle choice.

The Power of Words to Transform Dining Experiences

The flavor of words is a potent tool in your branding arsenal. For the next generation of food entrepreneurs, understanding the science behind language and sensory perception is essential to crafting memorable, differentiated experiences. By using descriptive language, sharing the backstory of your dishes, and choosing labels that resonate with your brand identity, you can elevate your business and foster deeper connections with your audience.

So, the next time you sit down to create a menu or describe a new product, remember: words matter. Each description has the potential to shape a customer’s experience and create a lasting impression.

Real-World Examples of the Power of Words in the Food Industry The strategic use of language has already shaped some of the most successful food campaigns and brand identities around the world:

Actionable Takeaways

• Invest in Sensory Descriptions: Paint a picture with words that engage all senses to make your dishes memorable.
• Build an Emotional Connection: Use stories and nostalgia to create lasting relationships with your customers.
• Be Mindful of Your Labels: Choose terms that align with your brand’s values and evoke trust and excitement.
• Expand Your Culinary Vocabulary: Experiment with diverse descriptions to enhance customer perceptions of taste and quality.

The impact of language extends beyond the food industry and is a potent tool in other sectors as well. In fashion, brands like Lululemon have mastered the art of using descriptive language to elevate product perception. Instead of simply selling “leggings,” Lululemon markets “buttery-soft, high-rise, sculpting leggings,” creating an immediate sense of luxury and comfort. In the tech world, Apple uses evocative language to make technology feel more personal and inviting; rather than describing their iPhones as “phones,” Apple presents them as “stunningly immersive, lightning-fast devices,” making customers feel they’re buying into an experience rather than just a product. Even in personal care, Dove’s “Real Beauty” campaign transformed perceptions by describing everyday women as “authentic” and “empowered,” generating an emotional connection with consumers. Across industries, descriptive language taps into our expectations and emotions, transforming standard products into desirable, memorable experiences.

Join the Conversation

How do you use language to shape your customers’ experiences? Have you noticed a change in customer reactions based on the words you use? Share your insights and tips with us in the comments below.