The empty plate signal – Businessday NG

At a wedding party in Lagos, guests watch the servers move from table to table with trays of steaming jollof rice and chicken. On one table, the plates are cleaned to the last grain. On another, half-eaten food plates sitting untouched. Half-eaten food plates is a source of worry for the host, the caterer as well as fellow guests.

This is because in Nigerian culture, empty plates is a signal that says the food was good, the host succeeded, and the event was worthwhile. This subtle cue can influence perception across markets, restaurants, and even product launches.

This phenomenon is what I call The Empty Plate. It refers to the way Nigerians interpret degree of leftovers as indicators of value, quality, and/ or success.

Food as performance

Nigerians loves to consume food socially, at wedding parties, Owambes, birthdays, or naming ceremonies. The amount of leftover in the plates are public scorecards. Hosts watch them. Caterers fear them. Guests notice them. A table full of empty plates sends the message that the food was enjoyable. A table where plates return half-eaten hints at disappointment.

This habit is not trivial. Food waste and plate returns are social feedback loops. Studies on consumer satisfaction show that leftover food strongly correlates with perceived quality. In a survey of food services in Lagos, customer satisfaction was directly linked to freshness, taste, and portion size, with plate returns noted as an indirect feedback signal (Ezenagu & Ezenagu, 2020).

In this context, the empty plate is a form of social proof. It communicates to others that something is good without words.

The psychology behind the signal

In psychology, people rely on observational cues when making judgments. When individuals see others finishing their food or consuming completely, they infer higher satisfaction. Nigerians have adapted this into a cultural shorthand for decision-making about food.

Street food vendors know this. A suya seller at Wuse market will leave finished skewers visible on the table. The sight of sticks piled high signals popularity. An akara seller frying by the roadside will let customers see trays emptied and refilled quickly. Motion plus empty stock equals trust.

This same logic extends beyond food. Empty shelves in supermarkets during promotions trigger a similar effect. Even when staff quietly restock, the memory of emptiness signals demand. Nigerians often equate disappearance with desirability.

Empty plate as social currency

The Empty Plate Signal also plays into the culture of hosting. In Nigerian hospitality, how much food guests finish reflects on the caterer/ cook’s and host’s reputation. A guest clearing their plate is often complimented, while leaving food behind may be read as a critique.

This is reinforced by studies on food waste behaviour in Nigeria. Research shows that plate waste is often interpreted as a communication tool that guests use to express satisfaction or dissatisfaction (Adeyanju & Ishola, 2019).

Redbull famously drove consumption of its energy drink by placing empty cans of Redbull in rubbish bins outside popular nightclubs, and around university campuses to act as ‘social proof’, creating the illusion that everyone else was drinking Red Bull.

Business implications

For restaurants, caterers, and brands, understanding The Empty Plate Signal is crucial because it reveals how Nigerians measure value beyond direct consumption.

One. Portion calibration: Oversized portions may leave plates unfinished and hurt perception, even if the food tastes good. Smart sizing ensures plates return empty, reinforcing satisfaction.

Two. Presentation of emptiness: Vendors who visibly display empty stock or consumed products create demand cues. This works in open markets, quick service restaurants, and even online where “sold out” tags raise desirability.

Three. Design feedback rituals: Encourage visible signals of completion, whether through empty containers collected, testimonials, or digital reviews that mirror the empty plate effect.

Four. Leverage Empty Plates: Piggyback on the Redbull strategy to drive consumption of your brand in target channels. It’s an automatic signal of acceptance that can tip the scales (critical mass adoption) in your favour.

Five. Avoid negative cues: Half-full fridges, leftover trays, or returned dishes can quickly erode trust. Customers may assume decline in quality, even if it is unrelated.

The Empty Plate Signal exists in other parts of Nigerian life. In banking halls, a cleared queue signals operational efficiency to customers. In education, notebooks filled to the end signal diligence. Completion cues matter deeply in our society because appearance often validates worth.

The Empty Plate Signal shows how Nigerians use visible consumption as shorthand for quality. It’s all about the story told by what remains or what doesn’t.

For businesses, the lesson is that emptiness can be more powerful than abundance. The clean plate, the empty shelf, the finished stock all communicates satisfaction, consumption, and adoption in ways no advert can. In Nigeria, people don’t just ask how it tastes, they look at the plates that come back, and it tells them all they need to know.