Things taste different in planes to on the ground so when a chef curates an inflight menu, or a sommelier writes a wine list for an airline, they have to consider this as they select ingredients and flavour profiles. The altitude, background noise and dried nasal passages alters the way you interact with flavours. Salt perception is reduced, for example, but umami is enhanced. Apparently tomatoes taste amazing because of this, and in hindsight I think of all the very sad looking slices of “fresh” tomato that I have pushed aside on inflight meals. What if I was missing out on something amazing.
Studies have found that sound contributes immensely to our perception of flavour, with my favourite being the 2007 University of Leeds study (called “Bacon: the slice of life” omg) which was conducted to quantify just how important the crispiness of bacon is to the perfect BLT. This kinda thing is pretty common in commercial food science which I imagine often results in “new & improved” products on the regular. This Flavour Journal article references a Magnum icecream improvement that went wrong when they accidentally altered the way the chocolate coating cracks as you bite into it.
And then there’s ambient noise, like music. Studies have proven that music played at higher decibels influences people to perform activities faster, drinking in particular (ScienceDaily), which is a pretty neat trick that a lot of fast moving venues employ, but something that potentially inhibits your perception of the food and drink you’re consuming there. (Maybe that’s why some restaurants choose not to play any music at all?) There’s also evidence that that background music could be altering your palate too. Low pitched tones focus our palate on bitter flavours and high tones bring out sweeter flavours. You can test it out on yourself here: high pitch, low pitch. Apparently something like coffee or dark chocolate is a great thing to try it out with as it has distinctive sweet and bitter notes.