Menu Creation: The Science of What Sells

In the quiet hum of a kitchen before service, a chef isn’t just thinking about flavors — they’re composing emotion. Every menu is a living document, a reflection of taste, time, and intuition. It’s where science meets soul: balancing the discipline of technique with the instinct of storytelling. In a city where diners crave both comfort and surprise, chefs find themselves walking a fine line — honoring their culinary identity while evolving with shifting palates and trends. The art of menu curation, then, becomes more than a list of dishes; it’s an invitation into a shared experience, a dialogue between what’s timeless and what’s next.

Where Science Meets Story

There’s no denying that science and emotion are not opposites — they are partners in creating meaningful food. The scientific principles of nutrition, texture, and flavor pairing provide the structure, while cultural storytelling gives the dish its heart and memory. 

“To appeal to a wider audience, ingredients, cooking techniques, texture, and flavors are carefully considered while creating a balanced menu. Nutrition also plays a key role, especially with growing awareness about health. Many familiar, home-cooked dishes are now part of menu offerings because they connect emotionally with guests,” shares Ho Chi Ming, Executive Chef – Renaissance Bengaluru Race Course Hotel.

A well-balanced plate includes fruits, vegetables, proteins, and grains or starches each adding unique flavors, textures, and nutrients. And, chefs are very particular about what appears on their menus because every dish either evokes a personal memory or represents something they have worked to perfect over the years.

“One of the purest examples of this balance is the tandoor, a centuries-old Indian cooking technique that beautifully demonstrates natural cooking chemistry. The tandoor’s intense dry heat seals in juices, enhances natural sugars through the Maillard reaction, and imparts that smoky depth while retaining maximum nutrition. It’s science and tradition in harmony — where controlled heat and primal fire come together to nourish both body and soul,” adds Chef Hardeep Singh- Executive Chef, Zarf at Sheraton Grand Bengaluru Whitefield Hotel & Convention Center.

According to chefs, when they design a menu, they start from emotion — a memory, a story, a region — and then refine it through science and precision. Whether it’s understanding collagen breakdown in slow cooking or balancing acidity in a chutney, the goal remains the same: to create food that resonates with both mind and memory.

Turning Heritage into Flavour

Personal memory, heritage, or inspiration plays a crucial role when creating menus. Heritage influences cooking techniques and allow chefs to pay homage to where we come from; years of learning and adapting shape how we reinterpret dishes; and memories of childhood or travel bring comfort and variety. 

For chefs, nostalgia is the soul of flavor. It connects generations, binds culture, and evokes comfort. “My food always begins with a memory. At DYN, many dishes are inspired by regional flavors I grew up with the warmth of Indian spices, the aroma of a family kitchen but expressed through a new lens, like pairing local produce with international techniques or grilling methods that enhance familiar notes. It’s about familiarity meeting curiosity,” points Chef Amit Sharma, Executive Chef, Hilton Bangalore Embassy GolfLinks adding that at another restaurant, SETA, inspiration often comes from travel, from the sun-kissed flavors of the Mediterranean and Asia, where simplicity defines beauty. “Guests may not know the story behind each dish, but they can feel it the comfort, the nostalgia, and the quiet joy that inspired it,” he adds.

Every dish carries a fragment of the chef’s story — a memory, a flavor from home, or an inherited tradition. Through thoughtful translation, these personal inspirations become experiences guests can taste, feel, and remember.

“My upbringing in a Hindu Bengali family, along with my travels across India and abroad, deeply influences my cuisine. The time I spent in the kitchen with my great-grandmother continues to shape my approach to menu design. Sharing those personal stories with guests creates an instant connection it evokes warmth and helps diners relate to what they’re eating on a more emotional level,” says Chef Gaurav Paul, Executive Chef, Bengaluru Marriott Hotel Whitefield.

He also mentioned that traditional recipes like pickles and Goyna bori which rely on natural fermentation and have been passed down through generations in his family remain central to his repertoire and are always appreciated. On the other hand, incorporating techniques like caviar, foams, and spherification adds a modern touch, lending dishes a contemporary and refined appeal. Similarly, using precise sous vide methods to cook seafood or meat ensures a perfect texture and flavour, consistently receiving an overwhelming response from guests.

“One dish that embodies this philosophy is my modern interpretation of Shabdegh, a lost Kashmiri classic. Traditionally slow-cooked underground overnight, I reimagined it using sous vide, ensuring precision in texture and temperature while retaining the soul of the dish. The lamb becomes meltingly tender, yet the flavors of turnip and spices stay bright and defined,” mentions Singh.

Equally fascinating is how fermentation and preservation are deeply rooted in regional Indian food traditions — In Kashmir, fermentation appears in dishes like haakh saag, sundried vegetables, and preserved meats that develop complexity during the long winters. In Punjab, fermentation shines in the tangy kali gajar ki kanji, a probiotic-rich drink that uses the science of lactic fermentation to create bold sourness and vibrant color. Preservation, on the other hand, comes alive in traditional pickles and Amritsari lentil wadiyan, where sun-drying and spicing prevent spoilage while deepening flavor and texture.

These age-old techniques weren’t just about survival; they were acts of culinary intelligence — using nature’s chemistry to transform and sustain. 

The Beauty of Seasonality

Seasonality is both science and philosophy. On a scientific level, it’s nature at its most precise — produce reaching its peak concentration of nutrients, flavor, and natural sweetness. Nothing needs to be added; nature has already done the work.

But seasonality is also a mindset — a quiet philosophy that asks us to pay attention. It’s about respect: for the land that grows our food, for the farmers who nurture it, and for the time it takes to bring each ingredient to life. To eat seasonally is to live in rhythm with the world around us — to taste not just what’s fresh, but what’s right, right now.

“For generations, we have known that food should be eaten according to the season. Ingredients grown and harvested at the right time offer better flavor and higher nutritional value. Each seasonal ingredient brings its own nourishing quality when used at the right moment. This approach also supports local farmers and reduces carbon emissions,” points Ming. 

And, for ages we as a country has believed and followed aeasonality and sustainability as the heart of my menu design. Seasonal produce is always fresher, more economical, and enhances the overall dining experience. 

“Seasonality and sustainability are guiding forces in my kitchen. Scientifically, ingredients in season deliver peak flavor and nutrition; philosophically, they keep us honest as cooks,” adds Sharma.

From the First Bite to the Last 

“Today’s diners are well-travelled and knowledgeable about food, which means chefs must be intentional with every offering. The key to satisfying guests lies in authenticity using genuine ingredients, time-honoured techniques, and avoiding unnecessary complexity,” shares Paul.

Every dish should have a story that justifies its place on the menu. When presented with sincerity, backed by authentic flavours and the right narration, the experience always connects.