HOW TO NAME A DISH?
Introduction
Naming dishes in the hotel industry is critically important for guest satisfaction. Failure to give this matter the necessary attention can lead to unforeseen issues. When naming a dish that is not in the literature, it is essential to consider the hotel’s concept and the target audience.
Hotel Concept and Guest Profile
One of the first points to consider in dish naming is the hotel concept and guest profile. For example, while elegant and contemporary names might be used in a luxury hotel, more friendly and traditional names should be preferred in a family-friendly compact resort. The most important point is that the name of the dish should represent the dish itself, meaning it should give an idea about the food. The name should not appeal to only one language; it should consider the general guest profile (country, nationality, language) visiting the hotel, not just Turkish guests.
Example 1: The Turkish “Misket Köfte” wouldn’t be meaningful as “Misket Meatballs” or “Marble Meatballs” in English. Instead, “Mini Meatballs” would be more appropriate.
Example 2: “Patlıcan Oturtma” is a name that some of our chefs use incorrectly. The original dish involves stuffing eggplants, usually with a minced meat filling. If minced meat is not used or a different filling is used, it should be specified, such as “Minced Meat Stuffed Eggplant”, “Chicken Stuffed Eggplant” or “Vegetable Stuffed Eggplant.” Although “Patlıcan Oturtma” is unique to Turkish cuisine, similar dishes exist in many culinary traditions under different names. Therefore, it is more reasonable for the translation to consist of words representing the dish, like “Minced Meat Stuffed Eggplant”, “Chicken Stuffed Eggplant,” etc.
Language and Cultural Sensitivities
Both the language and cultural sensitivities of the business and the target guests must be considered. It is important to ensure that the name does not have negative connotations in other cultures and is easily understandable and pronounceable. If the name carries a negative meaning or makes unfavorable associations in other languages, it would be inappropriate to use such a name. To avoid these issues, conducting thorough research beforehand is crucial.
Example 1: The word “Hindi” in Turkish translates to “Turkey” in English and “Pute” or “Truthahn” in German. If “Pute” is used, its Spanish equivalent is a term with vulgar connotations.
Example 2: The term “Piliç” does not have a direct equivalent in many languages or refers to a young chicken or chick that is not commonly used as a food term. Therefore, “chicken” should be used instead of “piliç.”
Example 3: “Bacon” is a product made from pork. It is essential to specify this in the Turkish dish name or represent it with an icon. For example, “Pork Bacon” “Beef Bacon” etc.
Dish Ingredients and Origin
The name of a dish should be directly related to its ingredients, origin, and flavor to accurately inform guests. This helps guests understand what kind of taste they can expect. Additionally, creative dish names can spark curiosity, increasing the likelihood that guests will try the dish. Easy-to-remember names also prevent confusion when ordering.
Example 1: “Afyon Sucuğu” indicates that the sausage is made with special meat and processing methods and also has a geographical indication. Care should be taken with the translation of “sucuk” as products unique to Turkish cuisine should not be translated. Terms like “sucuk, kaşar, menemen, bulgur” are better left untranslated to preserve their cultural specificity.
Example 2: “Ankara Simidi” indicates that it is a crisp and sesame-coated bagel. In English, it is appropriate to use the Turkish name along with an additional description: “Ankara Simit – Sesame Bagel.”
Trademarks and Marketing
The chosen name must not overlap with existing trademarks. Additionally, it is important to research whether the name is suitable for marketing. Regularly evaluating guest feedback and updating dish names according to current trends helps keep food services attractive and dynamic. Incorrect examples of dish naming include the following:
- Mahrem Montepulciano
- Mecidiye Patates
- Dana Springer
- Tavuk Festival
- Naneli Şoko
- Fıstıklı Sürpriz
- Meksika Revani
- Sarı Sultan
- İspanyol Gözleme
- Körpe Tavuk
- Kuzu Baron
Compliance with Food Codex Regulations
ISO 22000 is an internationally recognized standard that regulates food safety management systems. This certification aims to ensure safety throughout the food chain, from the initial to the final stages. It involves continuous monitoring through periodic audits and is based on risk management and continuous improvement principles. It also takes into account HACCP (Hazard Analysis and Critical Control Points) rules. The impact of this certification on dish naming is significant and can be outlined as follows:
- Accurate Information
- Reliability
- Consistency
- Legal Compliance
- Marketing Advantage
- Efficiency
- Guest Satisfaction
Conclusion
In the process of naming dishes in the hospitality industry, considering the points mentioned above can enhance guest satisfaction and strengthen the brand image. Effective naming strategies will contribute to your hotel’s preference among both local and international guests.
For support and consultancy in dish naming, DigyFoody, one of the products offered by DigyGlobal, stands out as a valuable tool. DigyFoody includes a support section specifically for naming dishes that are not yet in the literature.