Dining Deception: How Restaurants Manipulate with Bread and Alcohol to Boost Bills

By: | December 30th, 2023

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In a captivating revelation, esteemed American celebrity doctor Dr. Daniel Amen unveils the neuroscience behind a common restaurant tradition: the practice of serving bread and alcohol before a meal.

Bread and Alcohol: Elevating Serotonin, Boosting Happiness, and Increasing Spending

As per Amen, the intake of bread and alcohol contributes to a surge in serotonin levels in the brain. Serotonin, known as the ‘happiness chemical,’ triggers feelings of well-being and tranquillity.

While it may seem counterintuitive, the practice of offering pre-meal bread and alcohol, which typically fills you up, aligns with a strategic move by restaurants. However, as the serotonin levels eventually decline, individuals find themselves in pursuit of that euphoria—often seeking to satiate it by indulging in more food to fill the void.

This effect has a lot to do with blood sugar. Consuming bread elevates blood glucose levels, potentially enhancing your mood and prompting more generous spending. Similarly, drinking alcohol produces a similar effect.

While this process might appear manipulative, Amen clarifies that it is not an intentional strategy employed by restaurants. Instead, it is an unintended outcome of neuroscience, highlighting the profound influence of our brains on our behavior.

This also underscores the intricate role of serotonin in brain function, transcending mood regulation to impact various bodily functions, including digestion.

Nidhi Goyal

Nidhi is a gold medalist Post Graduate in Atmospheric and Oceanic Sciences.

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