Desire + Decisions
How do images, language, and stories influence the desire to try?
Who Is DWJ / Research + Perspectives
Beyond the Plate.
Food. Psychology.
Human Behavior.
How food shapes desire, decisions, memory, and belonging.
Independent research, experiments, and commentary currently under development.
A working proposition
Desire
before detail.
What happens when we design a food menu to inspire desire before presenting information?
Menus reveal what catches attention, sparks curiosity, and helps a guest choose.
Invite desire. Keep ingredients, prices, and dietary information easy to find.
A developing question, working toward an evidence-informed perspective.
The questions guiding the work
A wider lens
than the menu.
Starting with menus, exploring how food connects people and businesses.
Memory + Belonging
How do culture, familiarity, and context shape memory?
Food + Interfaces
How do menus, spaces, and digital tools shape a business experience?
Current experiment · Exploratory preference study
Pick one.
Start a question.
Study 001 asks people to choose between two burger images and identify where their favorite restaurant burger is served.
Exploratory, not causal: the images differ in several ways, so responses cannot isolate why someone chose one. Observations, interpretations, and findings remain distinct.
On the horizon
Learn across
products and cultures.
Future ambition: test menu ideas with food entrepreneurs across products and cultures.
Focused comparisons, field observations, and collaborations could follow. A cohort is not yet established.
A philosophy in practice
The room.
The people in it.
Service is an everyday encounter with human behavior.
Never Spill Water offers ten service pillars on listening, boundaries, trust, and awareness. Free placards preview his book planned for early 2027.
Observation, put to work with guests and teams.
Explore the free placards