Why do restaurants usually serve appetizers before bringing the food? Turns out it’s not random, it’s all “deliberate”!

When stepping into restaurants, you will often see many places serving customers a plate of roasted peanuts before bringing out the main dish. But what is the reason behind this?

It is known that since the 19th century, it has become a common practice to serve roasted peanuts as an appetizer. In addition to roasted peanuts, American bars also offer customers some complimentary snacks such as pretzels, light salty dishes… Until now, many restaurants still keep this “tradition” and serve roasted peanuts (either free or for a fee) before serving the main course. So what is the real reason behind this?

Throughout history, peanuts have always been one of the inexpensive, easy-to-store, easy-to-process, and suitable foods for various tastes. Therefore, serving customers this food not only does not incur much cost but also brings many unexpected benefits to the restaurant.

Business strategy

According to common psychology, customers tend to be more easygoing and have a better impression of restaurants that offer gifts when using their services. Therefore, giving roasted peanuts to customers is an effective business strategy that helps them pay attention to the restaurant and come back more often.

In addition, the cost of buying raw materials and processing roasted peanuts is often much lower than the effectiveness, impression, and goodwill it brings to customers. When being served an appetizer before the main course, customers often have a feeling that this is a restaurant that is both attentive and generous. Thanks to that, they may come back to the restaurant multiple times and recommend it to many others.

Supporting customer psychology

While waiting for the main course, most customers often feel impatient and sometimes can make many complaints and feel uncomfortable. Therefore, when having a little snack to nibble on while waiting, they will feel more comfortable, thereby reducing many unpleasant or dissatisfied comments about the restaurant’s service speed.

Especially, quite a few customers find it interesting to have the experience of “snacking” before the main meal, which enhances interaction with the restaurant. Peanuts are also a food that provides abundant protein and helps customers to curb their “ravenous” hunger while waiting for the chef to prepare other appealing dishes.

Stimulating beverage consumption

When preparing roasted peanuts, people often use other spices like salt, cooking oil… that have the effect of stimulating the taste buds and creating a dry mouth and thirst after eating. This also prompts customers to need to drink more water, carbonated beverages, or alcoholic drinks…

Many restaurants have leveraged this method to introduce their beverages and increase their revenue. In addition, according to experienced managers, the profit from alcohol, beer, or carbonated drinks, tea… is much higher than the profit from this side dish.

With these seemingly unimaginable benefits, serving roasted peanuts to customers before bringing out the food is indeed a good way for restaurants to increase their revenue.