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This article reports the results of a survey carried out in 2013 in a gourmet restaurant. It follows several projects showing the influence of the name of a dish on diners’ choices (Parizot, 2014b) and on the use of the menu in real-life consumer situations (Hugol-Gential, 2012). This survey focuses on the way the chef creates the names of the dishes, the way they are perceived, and their impact on the customer in terms of desire and suggestion. An interview was conducted with a head chef, Meilleur ouvrier de France, the creator of the dishes and the names used in the survey. Subsequently, a survey including questionnaires was conducted in his restaurant to understand how customers perceive the names of dishes. The aim was to consider the menu as element of discourse, and to explore its reception. In the end, twenty-six customers were invited to name dishes from pictures in order to analyze the way they imagine and build up their own representations, and how they put them into words.