No one should be surprised by an ingredient*
*Unless that's the point
Whether used as a garnish or cooked into the dish, some ingredients, like cilantro, can change your whole experience of a meal. For some, the issue is merely preference, for others, the ingredient itself decides whether a dish can be enjoyed or not.
But the issue is not with the ingredient, but with the surprise.
Allergen disclosure spares people dangerous surprises.
Ingredient disclosure spares people unpleasant surprises.
This kind of disclosure is nothing new. Restaurants have voluntarily worked to disclose various experiences, such as the spice level of a dish or whether its temperature is hot or cold.
This campaign is about changing how we communicate about taste, so people can have more of what they want and less of what they know they'll dislike.
So, what's the ask? Simple.
If it changes the taste, list it on the menu
What's the current focus?
Herbs that often go unlisted, such as:
Cilantro, Parsley, Dill, Mint
There are a number of other ingredients that some people are predisposed to taste differently, which will be addressed in time.
The basic ask for venues
Asking about ingredients can be hard. Make it easy for people to see what's in a dish ahead of time, in whatever way that works for you.
But this is not just a problem for restaurants, but for anywhere that serves or helps people find food, from delivery apps to airlines.
Want to explore what to do?
Check out our page: For Venues
The basic ask for diners
Changing menus and norms won't happen overnight.
When in doubt, ask before you order.
But this will always be a two-way street, so be the easy table.
Want to help the campaign?
Check out our page: For Diners
Our basic ask for venues
Asking about ingredients can be hard. Make it easy for people to see what's in a dish ahead of time, in whatever way that works for you.
But this is not just a problem for restaurants, but for anywhere that serves or helps people find food, from delivery apps to airlines.
Want to explore what to do?
Check out our page: For Venues
But let's be clear.
This is NOT a campaign against ingredients.
Take joy in what you like, be kind about what you don't.
This is NOT about making restaurants change recipes.
Politely requesting to avoid a garnish, maybe; changing how a chef wants their sauce or dish cooked, no.
This is NOT about customers trying fewer things, taking fewer risks.
People should eat widely and curiously.
This is a campaign about a small part of hospitality. On making it simpler to avoid unpleasant surprises.
Want to help shape the future of the campaign?
Take the survey
Want to follow the work and see what's next!
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