1

THE IMPACT OF VISUAL REPRESENTATION OF A DISH ON THE

CUSTOMERS’ REVIEW IN SELECTED EATERY
IN GENERAL SANTOS CITY

A Basic Research

Presented to
the faculty of Senior High School Department
CRONASIA FOUNDATION COLLEGE, INC.
General Santos City

In Partial Fulfilment
Of the Requirements for Food and Beverage Service
TECHNICAL – VOCATIONAL LIVELIHOOD TRACK

January 2022
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Chapter I
INTRODUCTION

Background of the Study

Food is a basic necessity for human survival. Likewise, many an artist will

undoubtedly tell you that art is also a basic necessity, an inherent part of human

life without which one literally cannot survive. Let’s consider food from an

aesthetic perspective. Art in the aesthetic sense deals with the idea of creation

and reception, and a relationship between the object itself, the artistic creator, the

artistic receiver, and the environment or context in which those three interact.

One new place to look for this trend in daily life is food design. The visual

presentation of food is changing. Now, food has a post-artificial shape.

Technology had an impact on the color, smell, consistency and shape of food.

The aesthetic of other human activities had an impact on food too.

The main objective of this research is to keep in mind when serving food,

consideration of the aesthetic appeal of the meal is very important to customer

satisfaction. Creating meals that are both aesthetically pleasing and flavorful

leaves the customer with not only a nutritious meal, but a good feeling about the

foodservice establishment; encouraging the customer to return to enjoy the food

again.

Food presentation is the art of modifying, processing, arranging, or

decorating food to enhance its aesthetic appeal. The visual presentation of foods

is often considered by chefs at many different stages of food preparation, from

the manner of tying or sewing meats, to the type of cut used in chopping and
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slicing meats or vegetables, to the style of mold used in a poured dish. The food

itself may be decorated as in elaborately iced cakes, topped with ornamental

sometimes sculptural consumables, drizzled with sauces, sprinkled with seeds,

powders, or other toppings, or it may be accompanied by edible or inedible

garnishes (Styler & Lazarus, 20019).

Statement of the Problem

This study aims to assess on the impact of visual representation of a dish on the

customers’ review in selected eatery in General Santos City

Specifically, it seeks to answer to the following:

1. What is the demographic profile of the respondents in terms of?

1.1. Age;

1.2. Gender;

1.3. Educational Attainment and;

1.4. Monthly Income?

2. What is the level perception of the respondents regarding aesthetics appeal in

food presentation and service in terms of?

2.1. Color;

2.2. Texture;

2.3. Shape;

2.4. Arrangement and;

2.5. Garnish?

3. What is the level of customer satisfaction as affected by aesthetics in food

presentation in terms of?

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3.1. Food Quality;

3.2. Menu Variety;

3.3. Customer Service and;

3.4. Cleanliness?

Significance of the Study

The researchers believed that this research study would be beneficial to

the following:

Eatery Business Owners - The study will give them opportunity to know what

the customers want with respect to aesthetics in food preparation and how

customer satisfaction it may impact the marketability and profitability of their

business.

Future Entrepreneurs - The findings of the study will help them a lot to have an

idea of presenting attractive, delicious tasting foods which is the best marketing

tool a foodservice facility can utilize.

Food and Beverages Students - The output of this study could be a great help

to HRM students because it will allow them to learn in offering attractive meals

that are not only shows creativity and skill in the kitchen, but also makes

customers feel good about their meal.

Customers - This study will help the customers more satisfied with the food they

are consuming because it is more attractive and delicious tasting.

Researchers -The study will serve as background and added information on how

to make food presentation more attractive and pleasing to the senses. This study
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will enable the researchers to be more resourceful and studious in the field of this

study.

Future Researchers - This study will serve as a baseline and framework for the

future studies regarding the impact of aesthetics in food production to customer

satisfaction.

Scope and Delimitation of the Study

This research focus only to the impact of visual representation of a dish on

the customers’ review in selected eatery in General Santos City

In this study, the researchers used simple random sampling method to the

selected one hundred (100) customer on selected eatery in General Santos City.

The range of this study is from May 2022 to July 2022.

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Chapter II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents various readings that have a relationship to the

present study. It also includes the statement of a theoretical and conceptual

framework on the impact of visual representation of a dish on the customers’

review in selected eatery in General Santos City.

Related Literature

The food is generally the focal point for the guest. It supplies the majority

of the drama, excitement, and interaction and it falls to the chef to produce food

that is flavorful and attractive. Food presentation is an important opportunity that

allows chefs to emphasize the talents of the kitchen staff. The chef’s task is to

exploit the full sensory potential of every dish to create a presentation that is

practical, functional, and appealing to all the senses, which heightens the guest’s

experience. Menu selections and food presentation integrate all aspects of the

foodservice operation – including the theme, the menu, the style of service, and

your clients’ expectations. The goal is never to simply meet those expectations

and standards, but to exceed them (Culinary Institute of America, 2019).

Food Aesthetics

Of the five senses involved in eating, taste is the most important. It is our most

direct, embodied encounter with food; it affords pleasure and disgust; and it is the

one sense we cannot help but use. Yet taste is more than something that just
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happens in the mouth: it is also the leading metaphor in aesthetics. Taste refers

to our discrimination regarding art objects and our standards for artistic

judgments. To have taste means the ability to discern aesthetic qualities in

things. It is a particular kind of knowledge especially appropriate for artworks –

one that bridges epistemology and philosophy of art (Kaplan, 2018). Kaplan

(2018) added that when we direct aesthetic attention to food and drink, however,

we find that the parallel to artworks is tested.

Judgments about tastes in food are more difficult to justify. Although most

of us believe there is a difference between good food and bad food, we also

acknowledge that tastes are highly subjective, or at least cultural. The sense of

the taste itself – what happens in the mouth – is one of the least reliable senses.

It is difficult to describe how something tastes because it is less differentiated and

less sensitive than vision or hearing. Food is aesthetic in two senses. First, as

the object of aesthetic experience it has a taste and it appeals to the senses. We

describe food as, for example, delicious, satisfying, or disgusting; over-cooked,

fresh, or crunchy. Second, food is artful. We describe it in terms of its visual

presentation and sensual composition. We attribute aesthetic properties such as

elegant, hearty, or simple. Food on this model is primarily the subject of aesthetic

judgment about its taste and appearance and only secondarily about nature and

nutrition. Judgments about what is fashionable or beautiful are subjective. They

change over time, sometimes quite rapidly. However, the basic principles behind

good design and presentation remain constant, even if the specific expressions

of those principles keep evolving into new styles and trends. It is important to
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remember and always think of these techniques as enhancements to the foods’

appeal. The food on a plate supplies important visual elements: colors, textures,

and shapes.

Additionally, the foods you serve also supply two important, but no visual,

elements: aroma and flavor. The design principles at the chef’s disposal include

symmetrical or asymmetrical compositions, contrasting or complementary

arrangements, and the use of lines to create patterns or indicate motion (Culinary

Institute of America, 2020).

According to Christensen (2019), in restaurants, how food is plated and

presented is just as important as how it tastes. Home cooks aren't under quite as

much pressure to perform for their guests as top chefs, but plating can still play a

role in our cooking. How food is presented definitely has an effect on how we

perceive and enjoy it. Just imagine the difference between a pile of meat on a

platter verses sliced meat carefully arranged over oven-roasted vegetables. Even

the most humble home cooked meal can feel fancy if it's arranged and presented

with care. Making an effort to plate food in a thoughtful way also makes guests

feel special and honored. It's a small thing, but it can make a difference.

Simmel (2020) mentioned that cooks should be careful not to make food

seem too good to eat, as if it were some untouchable work of art. Good

presentation can contribute greatly to, but should not be allowed to distract from,

either conviviality or the appreciation of the food's natural roots.

According to Kuehn (2018), assessment of the ability of food to represent

the aesthetic in the everyday perfectly captures the experience with food as art.
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The meaning of food as art lies in the organic interaction between its production,

presentation, and manner of appreciation. All these aspects occur around an

artistic medium that is literally essential to our survival, food not only must be art,

but it potentially offers some of the greatest artistic meaning we can experience.

Color

Scientific studies have shown that the color of food plays an important role

in customer food preferences and their ability to identify flavors. When preparing

a menu or plate, consider the colors of all the foods being served. A plate

containing fish, cauliflower, dinner roll, mashed potatoes and a chocolate chip

cookie is not aesthetically pleasing because these food items are all white and

brown colors. Instead, serve a meal with fish, broccoli, mashed sweet potatoes, a

dinner roll, and fresh strawberries with whipped cream. The more variety in the

color of foods being served, the more attractive the meal (Reinhert, 2019).

Spang (2022) stated that to respond to contemporary dietary trends,

cooks may include, for instance, green and orange colors in their presentations.

Another source of the cooks' aesthetic impulse is the mixture and distribution of

ingredients according to a routine or pattern which according to her can lead to

pared-back elegance. She added that cooks who want to show off ingredients

find that presentation encourages inspection. Alternatively, in search of

amusement, may make foods look like something else, such as food products

made out of vegetables.

Moreover the Culinary Institute of America (2021), a food’s natural color is

an important factor to consider in design and presentation of dish. Green gives

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the impression of freshness and vitality. Brown, golds, and maroons are

warming, comforting and rich. Orange and red are intense, powerful colors. A

dish should have colors that are in harmony (for example green, blue and violet

are complementary colors, while blue and orange are contrasting). Clashing or

contrasting colors are rarely an issue; a more common problem is the overuse of

one color, which has a tendency to make the food look flat and unexciting

Texture / Consistency

Texture refers to the way food feels in the mouth – crunchy, smooth, soft,

hard, grainy, coarse, chewy, etc. Consistency refers to the way food stays

together – runny, firm, and gelatinous, etc. Serving foods of similar textures or

consistencies can become very boring to the customer. Instead of serving

mashed potatoes and pudding with a meal, serve the mashed potatoes but offer

fresh fruit instead of the pudding for a more crisp texture. Variations in both of

these areas are necessary for greater menu appeal (Reinhert, 2022).

Forester (2022) mentioned that the texture of what people eat is the

number one thing they base their likes and dislikes on. Making sure that

commercial food products feel right in our mouth is an enormous part in the

development of any new food item. Institute of Science and Technology (2021)

revealed that texture is a very important character of every food people eat or

drink. To many people, it is even more important than taste. Think of all the ways

we describe a food’s texture. The components and ingredients within foods plus

the processes they go through determine their texture. The human body is very
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adept at evaluating a food’s texture. People use not only the sense of feeling in

our mouths or mouthfeel, as food professionals refer to it but also our other

senses to evaluate the texture of foods. Texture is important to the way food

looks, as well as the way it feels in the mouths.

The surface of the food will have a tendency to either reflect light or

absorb it, making some food glossy and others matte. Some foods have highly

textured exteriors whole others are very smooth. The way the food feels when

you bite into it is another aspect of texture that the chef needs to include in a

plan. Too much of the same texture is monotonous (Culinary Institute of America,

2021). Another important rule of food presentation is balancing variety and

contrast. It is good to have a variety of textures on the plate, but how these

textures are combined is just as important (Bone, 2021).

Shape

The shape of food plays a large part in the aesthetic appeal of the menu. It

is very monotonous to always have all the food on a plate be shaped the same.

Be mindful when cutting foods into different shapes that the food must look edible

and be easy to eat. If food becomes intimidating, the consumer will be unwilling

to eat the food that is served. Use shapes such as carrot triangles and cucumber

juliennes for contrast. Today’s food processing equipment and availability of

ready-to-use convenience foods make it simple to offer attractive variations

(Reinhert, 2019).

Culinary Institute of America (2018) also mentioned that food has many

dimensions and the shape, height, and lines of the food are important
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components of presentation. Cubes, cylinders, spheres, pyramid, and lines are

just some of the shapes food can consume. Alternating or repeating shapes in a

design is one way to add visual interest to food arrangements; you can modify

the natural shape of food by cutting or slicing it. To give height to foods that are

naturally flat, you can roll or fold them, and arrange them in piles or pyramids.

Arrangement

Proper placement of food on a plate is important to how the customer will

feel about the meal placed in front of them. When plating food, be sure not to

leave too much space between food items. Additional space will make the

portions appear small and cause customer dissatisfaction. Also, be careful not to

overcrowd the plate because the appearance can get messy and intimidating.

For example, if too much gravy is used or foods are too close together, the gravy

can spread to all the other items on the plate. Do not place everything in the

middle of the plate; rather, select a focal point and build from that part of the

presentation (Reinhert, 2019).

Food arrangement is just as essential to the success of a dish as its taste

and flavor. The way the food looks on the plate is what tempts the eyes and

makes customers want to taste it. Imagine how your room looks when it’s messy

and how it looks when you clean it up, the same ingredients, different results. It is

just as true with food presentation and how the elements are arranged on the

plate. No matter how delicious a dish may be, if it is served on a dirty plate, you

will definitely not be tempted to taste it. Make sure all plates are sparkling clean.

Adapt your plate presentation to the occasion. If you are preparing a kids party,
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choose fun food presentations that will make them want to eat. They prefer “fun”

designs rather than serious and traditional presentations. Food presentation is all

about timing. There is no point in offering your guests a fancy dish if it is served

cold, when it was supposed to be served hot. So spend just enough time plating

your dish (Bone, 2021). He added that matching portion size with plate size is

another important aspect of food presentation. A plate that is too small for the

food portion it offers will look messy and overcrowded. On the other hand, a

small portion on too large a plate will look sparse. Never serve hot foods on cold

plates and the other way around. This is another essential rule of food

presentation.

Garnish

Garnishes can be used to enhance plate presentation to add color,

interest, taste and texture as long as they harmonize with the foods and

accurately represent what is contained within the dish.

For example, a spring of parsley is an appropriate garnish if parsley is minced,

chopped, pureed or used whole within the recipe. A spring of cilantro may be

more culturally correct for Hispanic dishes, and a spring of basil may

recognizably communicate a Mediterranean-based dish.

But an orange slice that is used as a garnish when there is not any orange

in a dish may be a misuse of a plate garnish; furthermore, it may confuse the

consumer. Likewise, lemon slices are often misused in this manner, and may be

discarded when the plates are cleaned. So while they provide a touch of color

and a potential squirt of flavor, they may be wasteful.

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Additionally, wisely chosen garnishes may help aging eyesight to better connect

the garnishes with pleasant food memories, and be motivational to consume the

contents of a dish, based in part to this stimulus. As examples, cilantro sprigs,

green onions, Kaffir lime leaves and/or lemon grass are so indigenous to Thai

cuisine that any of these garnishes could remind diners of pleasant food

memories from earlier years.

Plated foods and garnishes should also correctly represent the seasons and

product availability to ensure brightness, freshness and the continuity of life

(Marcus 2019).

A garnish is an item or substance used as a decoration

or embellishment accompanying a prepared food dish or drink. In many cases, it

may give added or contrasting flavor. Some garnishes are selected mainly to

augment the visual impact of the plate, while others are selected specifically for

the flavor they may impart. This is in contrast to a condiment, a prepared sauce

added to another food item primarily for its flavor. A food item which is served

with garnish may be described as being garni, the French term for "garnished."

Many garnishes are not intended to be eaten, though for some it is fine to do

so. Parsley is an example of a traditional garnish; this pungent green herb has

small distinctly shaped leaves, firm stems, and is easy to trim into a garnish

(Bone, 2021).
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Related Studies

Moreover to Pacificador (2019), Filipinos are genuinely fond of eating and

gatherings, celebrating every important event of their lives. These celebrations

also reflect the relationship and unity of Filipino families. The tradition and traits

were already depicted by the historical roots of the early Filipinos even before the

colonization of different nationalities. And through the years of innovation and

technology, the needs of Filipinos changed over time. The existing generation

was able to cope to the fast phase lifestyle of the people in their environment.

And with such, Convenience plays a major role, aside from other key factors in

customer satisfaction. Convenience is already a must with every service that will

be delivered. That’s the main reason why several merchants like one-stop shops,

fast food chains, catering services, are continuously growing.

And as Filipinos rejoice every significant event with their family or friends,

the search for convenience, good planning, excellent service, quality food and

stylish presentation will be the major factors to consider an event a successful

one. Hence, more and more people are turning to the services of professional

caterers for weddings, private dinner parties and corporate events for good

reason. It takes a lot of preparation and planning to run successful event or party.

With the help of a professional catering service, you can save yourself from the

tedious food preparation and just spend the time with your family and guests

(Pacificador, 2019).
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Theoretical Framework

The theoretical framework of the study will be based on theory of sensory

analysis by Jellinek (2005). Sensory analysis is very important in the

development of any new product like food. Sensory analysis (or sensory

evaluation) is a scientific discipline that applies principles of experimental design

and statistical analysis to the use of human senses (sight, smell, taste, touch and

hearing) for the purposes of evaluating consumer products. It uses testing

techniques to accurately measure human responses to food products by

minimizing any biasing effects such as brand identity which could possibly have

an influence on consumer perception of the product.

It attempts to isolate the sensory properties of food products themselves

and provide important and useful information to the product developers and food

scientists about the sensory characteristics of their products. The theoretical

framework of the study will also anchored on the marketing mix of Neil Borden as

cited by Kotler (2012). This is one of the preliminary knowledge every marketer

must have and is considered to be the basics of every marketing theory, which

emerged henceforth. The basic major marketing management decisions can be

classified in one of the following four categories, namely Product, Price, Place

(distribution) and Promotion. Product: refers to the item actually being sold.

The product must deliver a minimum level of performance. Price: refers to

the value that is put for a product. It depends on costs of production, segment

targeted, ability of the market to pay, supply - demand and a host of other direct

and indirect factors. Place: refers to the point of sale. In every industry, catching
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the eye of the consumer and making it easy for her to buy it is the main aim of a

good distribution or 'place' strategy. Promotion: this refers to all the activities

undertaken to make the product or service known to the user and trade.

Conceptual Framework

The figure illustrates the independent and dependent variables of the

present study.

INDEPENDENT VARIABLE DEPENDENT VARIABLE

IMPACT OF VISUAL CUSTOMERS’

REPRESENTATION REVIEW

Students’
Profile

Figure 1. Conceptual Framework

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Definition of Terms

In this section, important terms used is highlighted and are defined

conceptually and operationally.

Aesthetics - In this study, it refers on how the food is presented in terms of color,

texture, shape, arrangement and garnish.

Age - This pertains to the age in years of the respondents during the time of the

study.

Arrangement - It refers to the proper placement of on a plate and how the

respondents feel about the meal placed in front of them.

Cleanliness - In this study, it pertains to the degree to which the staff and crew

of the catering service are keeping place clean including tables, chairs and

dinnerware.

Color- In this study, it pertains to the variety in the color of food being served and

if it makes the food more attractive.

Customer Satisfaction - In this study, it refers on how aesthetics in food

presentation affect their satisfaction in terms of product, price, place and

promotion.

Customer Service - It pertains to the quality of service being provided by the

staff and crew of the catering services to its customers.

Educational Attainment - The highest degree of education the respondents

has completed at the time of the study.

Food Quality - In this study, it refers to the characteristics of food in terms of its

taste how it was presented to the customers of the catering service.

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Garnish - It refers to the addition of something as an accompaniment to food or

drink that enhances its flavor or appearance Gender. This pertains to the sexual

orientation of the respondents whether male or female.

Menu Variety - It refers to the choices and kinds of food the catering service is

offering their customers for different types of occasions.

Monthly Income - In this study, it is the amount of money received by the

respondents received in a monthly basis.

Price - In this study, it refers to the value that is put for the food served provided

by the caterer.

Product - In this study, it refers to the quality of food served provided by the

catering services to the respondents.

Promotion - This refers to all the activities undertaken to make the product or

service known to the user and trade.

Shape - Pertains to the shape of the food and if it has an aesthetic appeal to the

menu.

Texture - In this study, it refers to the way food feels in the mouth – crunchy,

smooth, soft, hard, grainy, coarse, chewy, etc.

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Chapter III
METHODOLOGY

This chapter presents the research design, respondents of the study,

research locale, data instruments, data gathering procedures, and the statistical

treatment used in this research.

Research Design

This study employs a quantitative research design using the descriptive

method to assess on the impact of visual representation of a dish on the

customers’ review in selected eatery in General Santos City. A survey questions

is used to gather data on the impact of visual representation of a dish on the

customers’ review in selected eatery in General Santos City.

Respondents of the Study

The respondents of this study are eatery customers in selected eatery in

General Santos City. The researchers employ a simple random sampling method

to the one hundred (100) respondents.

Research Locale of the Study

This study will be conduct on General Santos City by the researchers. We

used a face-to-face survey and followed the COVID-19 protocol mandated by the

government. The respondents were eatery customer.

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Research Instruments

This study used a survey questionnaire to determine the students’

readiness towards e-learning platforms. A questionnaire is adopted from the

study of Reyes, Grajo, Comia, Talento, Ebal, & Mendoza, (2021) containing 18

statements and rated using a 5-point Likert scale where 5 being the highest and

1 being the lowest.

Data Gathering and Procedure

The researchers made a request letter to the administrators requesting

permission to conduct a survey outside of the school for the purpose of their

study the impact of visual representation of a dish on the customers’ review in

selected eatery in General Santos City. After approval, the researchers

distributed the adopted questionnaire to the selected respondents, face-to-face

survey in accordance with the COVID-19 standards established by the

government of General Santos City.

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The researchers ensured that the data gathered would keep with confidentiality

and anonymity. Finally, after they finished answering, the researchers gathered,

analyzed, tallied the data, and applied the appropriate statistical treatment.

Statistical Treatment

The following statistical tools is employ to analyze and interpret the data

gathered.

To determine the profile of the respondent’s frequency and percentage are

used.

Where: %= Percent
F= Frequency
N= Number of cases

To determine the level perception of the respondents regarding aesthetics

appeal in food presentation and service, weighted mean and ranking will be

used.

To determine the level of customer satisfaction as affected by aesthetics

in food presentation, weighted mean and ranking will be used.

Where X =Mean
x = Sum of all scores
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ASSESSMENT ON THE READINESS OF STUDENTS TOWARDS E-

LEARNING DURING THE COVID 19 PANDEMIC
SURVEY QUESTIONNAIRE

DIRECTION: Please put check (/) on the box that corresponds to your answer.
Rest assured that the information gathered will be used for this study and will be
kept with utmost confidentiality.

PART I. Profile of the Respondents

1. Gender
o Male
o Female
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2. Year level
o First year
o Second year
o Third year
o Fourth year

3. Course Program
o BSOA
o BSSW

PART II. Students Most Used Technology on E-learning

o Desktop;
o Laptop;
o Tablet
o Smartphone?

PART III. Level of on the Readiness of Students on E-learning During the

Pandemic

Legend:
5 – Very High 3 – Moderately High 1 – Very Low
4 – High 2 – Low

COMPUTER/INTERNET SELF-EFFICACY Level of Agreement

1. I feel confident in performing the basic functions 5 4 3 2 1
of Microsoft Office programs or their
counterparts.
2. I feel confident in my knowledge and skills of 5 4 3 2 1
how to manage online learning platforms.
3. I feel confident in using the Internet to find or 5 4 3 2 1
gather information for online learning.
SELF-DIRECTED LEARNING Level of Agreement
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1. I carry out my own study plan. 5 4 3 2 1

2. I seek assistance when facing learning 5 4 3 2 1
problems.
3. I manage time well. 5 4 3 2 1
4. I set up my learning goals. 5 4 3 2 1
5. I have higher expectations for my learning 5 4 3 2 1
performance.
LEARNER CONTROL Level of Agreement
1. I can direct my own learning process. 5 4 3 2 1
2. I am not distracted by other online activities 5 4 3 2 1
while learning online.
3. I repeat the online instructional materials on the 5 4 3 2 1
basis of my needs.
MOTIVATION FOR LEARNING Level of Agreement
1. I am open to new ideas 5 4 3 2 1
2. I have motivation to learn. 5 4 3 2 1
3. I improve from my mistakes. 5 4 3 2 1
4. I like to share my ideas with others. 5 4 3 2 1
ONLINE COMMUNICATION SELF-EFFICACY Level of Agreement
1. I feel confident in using online tools (e.g. email, 5 4 3 2 1
discussion) to effectively communicate with
others.
2. I feel confident in expressing myself (e.g. 5 4 3 2 1
emotions and humor) through text.
3. I feel confident in posting questions in online 5 4 3 2 1
discussions.
SOURCE: Reyes, J. R. S., Grajo, J. D., Comia, L. N., Talento, M. S. D. P., Ebal,
L. P. A., & Mendoza, J. J. O. (2021). Assessment of Filipino higher education
students' readiness for e-learning during a pandemic: A rasch technique
application. Philippine Journal of Science, 150(3), 1007-1018.

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