How Pre-Meal Bread and Alcohol Trick Diners into Spending More

Diners are known to anticipate receiving bread and drinks before making an order. However, according to neuroscientist Dr Daniel Amen, it is a strategy that targets brain urges.

Bread and alcohol release serotonin, which induces temporary happiness. Despite filling, the effect diminishes, pushing diners to eat more just to sustain the sensation.

The Science Behind the Trick

According to Amen, this approach is not a scheming tactic by restaurant owners but rather a result of neuroscience.

Both bread and alcohol contribute to a drop in the frontal lobe of the brain, which is tasked with higher-order functions such as planning, problem-solving, and impulse control.

Amen states that it induces a blood sugar spike, leading to the release of serotonin in the brain, creating a feeling of happiness. Alcohol has a comparable effect on serotonin levels. However, once serotonin levels decline, the frontal lobe experiences a drop, making it harder for individuals to control their emotions and urges.

An additional consequence is that the rapid spike and fall in blood sugar caused by bread consumption can intensify feelings of hunger, potentially making diners order more food.

While the popular assumption is that the pre-meal items aim to enhance customers' moods and encourage additional purchases, experts have pointed out that they also have the unintended effect of lowering inhibitions.

It underscores the profound influence of the brain on human behavior and draws attention to the intricate role of serotonin.

Aside from mood regulation, serotonin affects various bodily functions, including digestion, extending its impact beyond emotional well-being.

However, Amen's explanation oversimplifies serotonin's role, as it is involved in bodily functions unrelated to mood. Nevertheless, research has proven serotonin's significant involvement in learning from unfavorable decisions and influencing risk-seeking behavior.

Conclusion

The relationship between serotonin levels, happiness, and spending money may not be as simple as Amen suggests. More so, the hospitality industry is very particular about creating a welcoming environment to encourage spending, and since serotonin aids that endeavor, the practice will most likely continue.