Investigating the Role of Plate Material on Memorability in the Dining Experience

Abstract

This study examines the effects of presenting the same dish on different plate materials (porcelain and marble) on consumer perceptions and the memorability of the dining experience. A qualitative research design was adopted, utilizing the interview technique with a semi-structured interview form for data collection. Interviews were conducted in two stages to evaluate short-term and long-term memory effects. The participants were shown dishes presented on two different plates and their perceptions were evaluated in a controlled environment. The data were analyzed using the MAXQDA 24 program. Through the codes and themes generated from the comments in the program, the elements that shape the role of the plate material on memorability in the dining experience were identified. The findings revealed five main themes (visual aesthetic perception, hygiene and health perception, integration of food and presentation, compliance with consumer expectations and memorability) along with ten sub-themes. The majority of participants (80 %) described marble plates as remarkable, luxurious and aesthetic, while porcelain plates were described as hygienic, common and classic. Marble plates were found to be more memorable due to their visual contrast, photographability and site-specific presentation. The results indicate that plate material should be evaluated not only for its functional properties but also for its experiential impact and marketing value. Accordingly, it is recommended that restaurants consider multidimensional criteria such as aesthetics, hygiene, brand identity, and target audience in their choice of plate materials.