September 2025
Written by
Abbie Mason
E-commerce
Marketing strategy
Product launch
Tech
Is Bigger Really Better?
Looking at the implications and reasons behind the big portion size trend.
Roasts, bread, and plates.
When you're seated in a restaurant, it’s not hard to be impressed by a roast dinner overflowing with meat, big slabs of thick bread, or a sandwich so packed that sauce drips off one side. There’s something comforting — even exciting — about generosity. But is “bigger” actually better, either for us or for the planet? Or is it more about optics, marketing, and waste?
The Pull of Size & the Perception of Value
Restaurants often lean on size to signal value. A bigger roast, a thick slice of bread, or a towering sandwich helps customers feel they’re getting more for their money. Marketing and menu psychology studies show that perceived value isn’t always about cost per gram—it’s about what the customer sees.
One study (“Value Perception of Food Based on Portion Size, Plate Size, Price”, University of Houston) tested how portion and plate size affects how people feel about the value of a lasagna meal. Interestingly, they found that larger portions didn’t always lead to higher perceived value if the food or plate didn’t carry extra perceived quality. (Stratecute Consulting & Marketing)
Menu design more broadly has been shown to strongly influence customer attitudes and intentions—even how big the portions look, where things are placed, what pictures are used, etc. (ScienceDirect)
So, there is evidence that size plays a psychological role: we expect more, we feel we get more—but whether we actually get more utility (taste satisfaction, fullness, enjoyment) is another matter.
Appetite, Overconsumption & Why “More” Often Means Leftovers
A big plate isn’t always finished. A lot ends up uneaten, which raises questions about health, efficiency, and environmental cost.
A meta-analysis (85 comparisons across 14 studies) found that smaller portions lead to moderate‐to‐large reductions in daily energy intake compared to larger portions. (PMC)
In one study reducing French fries portion size by 50% led to ~30% less fries consumed and ~31% less plate waste in a university restaurant. (BioMed Central)
A survey by WRAP (UK) found that over-portioning is strongly linked to food being left on the plate when eating out. (wrap.ngo)
These point to something important: larger portions may encourage overeating (or at least overserving), and that leads to more waste.
Environmental & Health Costs
Food waste isn’t just sad—it has real environmental and health implications.
The bigger the portion sizes served and the more that remains uneaten, the more energy, water, land, and other resources are wasted. There’s also the greenhouse gas cost associated with food production, transport, storage, cooking etc. (news.unl.edu)
From a health perspective, larger portion sizes contribute to higher energy intake, with potential knock-on effects for weight gain and associated chronic conditions. (PMC)
Marketing vs Reality: Are Big Portions Just a Gimmick?
Sometimes yes, sometimes no—but often the “bigger” claim is more about perception than necessity.
Research suggests that reducing portion sizes doesn’t always damage perceived value—if the quality is high and presentation is good. The food must still “feel” worth it. In some experiments, smaller but well-presented portions were preferred over larger but less impressive ones. (Bohrium)
There’s also evidence that consumers are becoming more wary of “value” that feels like overpricing or overserving. One older survey found that guests notice when portions shrink or prices rise, and their feeling of value drops if it seems the restaurant is trying to pull a fast one. (nrn.com)
What Can Restaurants Do (and What Should Diners Ask For)?
If bigger isn’t always better, what might be better?
Standardised Portion Sizes: Helps with consistency, reduces waste, helps kitchens manage costs. Studies show that standardisation (rather than “supersize everything”) can reduce waste without sacrificing satisfaction. (PMC)
Flexible/Shrinkable Portions: Restaurants offering “half” or smaller sizes allow diners to choose what they will actually eat. Some research (field experiments) supports that people will choose smaller for some menu items if available. (PMC)
“Take-away” Options for Leftovers: The “doggy bag” idea isn’t just nostalgic—it may reduce waste. One study found that when people know they can take leftovers, they consume less (or leave less) when portions are large. (PMC)
Menu Transparency: Clear indication of how large a portion is, what’s included, perhaps even nutrition or calories. When customers are more informed, they can make choices more aligned with their appetite and ethics. Georgetown’s “Power of Portions” report emphasises this. (McDonough School of Business)
The Bottom Line
Bigger meals can feel better. They have an appeal. But more often than not, the extra size is partially about marketing and perception. And there are real costs—waste, environment, health.If restaurants and diners shift focus toward appropriate size, quality, transparency, and respect for what gets served—and what doesn’t—we might find that “better” doesn’t need “bigger.”