I was recently served my main before I’d even touched my starter…
Not at a mall food court. A well-known Dubai restaurant.
The staff hovered, mains in hand, while I was halfway through my meal. No pause. No check-in. Just hustle.
And just like that, the theatre collapsed. Appetite gone. Mood flattened. I wasn’t being hosted, I was being handled.
This wasn’t an isolated incident. It’s a pattern. And it’s killing the dining experience one rushed plate at a time.
Let’s talk about why that matters.
Where Did Starters, Mains & Desserts Come From?
This structure didn’t just fall from the sky. It’s rooted in ritual and prestige.
- 17th–18th century France laid the groundwork: entrée (starter), plat principal (main), dessert.
- Ancient Rome already had lavish feasts with 7–10 rounds.
- Then came Victorian England, which made it rigid from soup, fish, meat, dessert. Everything in order.
- “Service à la russe” (courses one at a time) replaced “service à la française” (everything served all at once). That shift set the modern pacing standard.
This wasn’t about convenience. It was about status, control, and culinary theatre.
Why 3, 5, or 7 Courses?
Simple. Psychology. Not biology.
- 3 courses = a story arc:
Starter = intro. Main = depth. Dessert = resolution. - 5 to 7 courses? Adds tension, tempo, and perceived value. Guests linger longer. Expect more. Pay more.
Want to spoil them? Stretch it out.
Want to flip tables fast? Trim it down.
How Long Should You Wait Between Courses?
There’s a rhythm to it:
- Starter to Main: 5–10 minutes
- Main to Dessert: 7–12 minutes
Any faster? You feel rushed.
Any slower? You feel ignored.
Serve me a main before I’ve even put down my starter fork? You’re not running a restaurant, you’re running a food treadmill.
This happens far too often in Dubai. The logic? Turn tables. But the cost? Loyalty, ambiance, and experience.
Where This Works (And Where It Fails)
Best executions I’ve seen?
- Boutique hotel brunches where staff pace courses like a conductor leading an orchestra.
- Japanese omakase counters, focused, precise, and emotionally timed.
Worst?
- Cafés and casual spots where everything hits the table in five minutes, flat.
- Upscale restaurants that forget dessert entirely, or worse, serve it cold.
You’re managing more than food. You’re managing momentum. Feel your customer / guest.
Format Matters: What Are You Signalling?
Your course structure says everything about your concept. Here’s the breakdown:
A. Salad Bar → Plated Main → Dessert A La Carte
- Mixes autonomy with curation.
- Perceived value? High.
- Great for upscale casual and hotel dining.
B. Full Buffet (Starters, Mains, Dessert)
- Screams volume, not finesse.
- Efficient, but rarely memorable.
- Best for breakfast and banquets, not for storytelling.
C. Starter + Main A La Carte → Dessert Table
- Let’s the chef lead with precision.
- Guests end with indulgence and choice.
- Works brilliantly in premium brunches.
The Psychology of Pacing and Plating
Let’s break it down:
- Small pauses = increased desire. That wait? It builds anticipation.
- Order isn’t random. Acidic starters prep the tongue for savoury mains. Sweet endings spike dopamine and improve recall.
- More, smaller courses = luxury. Even if the total food is less, perception of value is higher. That’s the trick.
This isn’t food. It’s sensory framing.
The Good, The Bad, and The Ugly
Good:
- Light – rich – refreshing menu flow
- Pacing that gives room to breathe
- Would you like a pause before dessert? simple hospitality
Bad:
- Rushing mains before starters are done
- No check-in before dessert
- Gaps so long you forget what you ordered
Ugly:
- Cold mains while guests still nibble
- Clearing before everyone’s done
- Menus with no logic (curry – pasta – ice cream = palate mayhem)
Feeding vs Performing
This isn’t about adding more food. It’s about orchestration.
3 courses tell a story.
5 courses feel like a weekend escape.
7+? That’s high theatre.
In every format, QSR, buffet, tasting menu, the guest journey hinges on timing, transitions, and perception.
Don’t just serve food.
Stage it.
If you run a restaurant in Dubai, ask yourself?
Are you feeding, or are you performing?
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