The impact of tablecloth on consumers’ food perception in real-life eating situation

Abstract

It has been known that contextual factors, such as atmospherics, can influence consumers’ perception of food and the overall consumption experience. This study aimed to investigate the influence of table linen on food perception. A total of 247 participants were provided meals with different table linens, either fabric or paper linen, in a real restaurant setting. The results demonstrated a fabric table linen contributed to a significant higher preference of the appetiser, first course consumed upon arrival, and of the meal quality in general. The fabric linen had no significant impact on the liking of the main dish and dessert, which were preferred similarly to that of paper table linen. However, a better service, ambiance and overall experience at the restaurant were attributed to the fabric table linen. Regarding the meal environmental elements, three quarters of the participants considered the table linen as an important element when they were eating at the restaurant. These results therefore demonstrate the importance of the table linen on consumers’ perception of food.