Home  >  The Food Chain  >  How to read a menu
The Food Chain
How to read a menu
The Food Chain
Nov 9, 2023

Pan fried, artisanal, gourmet: there's a fashion for foodie words. Why?

In this episode, Ruth Alexander finds out how restaurants use language, psychology and behavioural economics to whet your appetite and increase their profits.

Linguist Dr Keri Matwick of Nanyang Technological University in Singapore explains the research that shows the longer the description of a dish, the more expensive on average it is.

Chef Caroline Martins of Sampa at Blossom Street Social Wine Bar in Manchester, England talks about the mistakes she made when she first designed her menus.

Sean Willard of Menu Engineers in California gives us an insight into the power of using a box on the menu.

And thanks to listener Simon in London who emailed [email protected] with the idea for the programme. Neither he nor we will look at a menu in the same way again.

Presented by Ruth Alexander. Produced by Beatrice Pickup.

(Image: a woman holding a menu in front of her face. Credit: Getty Images/BBC)

More Episodes
May 6, 2026
Rethinking the potato

Potatoes are having a moment.

Once dismissed as dull, stodgy or even unhealthy, they’re now back, appearing on restaurant menus, in food magazines and across social media feeds.

But the story of the potato goes back much further.

In this episode, Ruth Alexander traces the journey of one of the world’s most familiar foods. From its origins millions of years ago to its place in today’s global food system.

AJ Shehata, senior sous chef at Fallow restaurant in London explains why the potato forces chefs to get creative.

At the Natural History Museum, botanist Sandy Knapp explains how the potato may have been born from a chance encounter between two wild plants in the Andes, an event that made it possible for potatoes to grow underground and spread across new environments.

We explore how the potato became a global food. Potatoes USA president Blair Richardson explains how demand continues to grow worldwide, and how the industry is working to reshape the potato’s image.

We ask whether the potato’s reputation is deserved. Nutrition scientist Candida Rebello shares research suggesting potatoes may be far more beneficial, and more misunderstood, than many people think.

And at the International Potato Center in Peru, scientist Julian Soto works with farmers to conserve thousands of native potato varieties. In the Andes, potatoes are not just a crop, they are part of culture, identity and family life.

From ancient origins to modern revival, this is the story of how the potato conquered the world, fell out of favour, and is now being rediscovered, just as new challenges begin to emerge.

If you’d like to get in touch with the programme, please email: [email protected]

Producer: Izzy Greenfield Sound engineer: Hal Haines Picture: Getty


26min 29sec




How to read a menu

--:--
--:--