23.3.08

Do you think your food taste better in French?


Creme Brulee taste better in France!

This question came to my mind today when I chanced upon an image of a Starbucks product that was printed in both English and French.

Come to think of it, have you ever given two thoughts about a certain food product if it's written in French as opposed to English? Maybe this question is not apt enough. I'm not trying to say that any country's product is inferior to that produced in France. But we all know the snob appeal of having your products written in French and not in Russian or Chinese. We all know those product designers of big American companies are not just targeting us with fanciful products, they play with consumers' minds too.

In Singapore, I usually would blindly choose one product that has Japanese wordings on it over the other one that has instructions in Chinese. Probably the two products are targeting different markets. But I will always have the preference in my subconsciousness to choose a Japanese product over a Chinese. In fact, a lot of Chinese companies have noticed this consumer behaviour and have started to put Japanese wordings or names to attract their customers.

Back to the question of choosing a food product in French as opposed to English. We all know there are plenty more consumers who understand English rather than French. But we also subconsciously prefer a French food product as we know French reputation in the culinary world is far more superior than the English. That explains why even though the product has English wordings (so that the majority of the consumers can understand what they are buying) but at the same time the product name and description will be in French too.

Snob appeal or not? You'll see for yourself the next time you make a decision to buy one food product over the other in the supermarket.

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