A fry-up looks healthier if handwritten on the menu

DINERS believe food is more likely to be healthy if it is listed on a restaurant menu in a handwritten-style font.

Researchers found the typeface creates a “human touch” and convinces diners that its ingredients are healthier.

The study, from Ohio State University, saw customers complete online surveys to gauge reactions to menu fonts. Typefaces with imperfect curves, slants and organic strokes conveyed “a deeper sense of emotional connection”, according to researchers.

They found that a machine-written typeface, which is typically squared, straight and uniform, had no such effect on diners who perceived restaurant items in handwritten font as “more human” – with some even assuming the item might be locally grown.

Study co-author Stephanie Liu, assistant professor of hospitality management at Ohio State University, said: “It feels to the customer like there is more heart, more effort, and more love in it, even if it doesn’t cost any more money.”

Results showed this positive response occurred only when customers perceived the restaurant as a healthy one. Researchers found that the font might also help solo diners feel “less lonely” by creating a sense of connection with the restaurant.

Prof Liu said: “This wouldn’t apply to a fast-food brand that sells low-quality hamburgers.”

When customers believed the menu contained “love’ – they were also more likely to interact with the restaurant on social media, the study, published in the Journal of Business Research found.