11 Psychological Tricks
Restaurants Use
To Make You Spend More Money
Business Insider, Jul. 29, 2016
When you head to a restaurant, you might have your heart - or stomach - set on a particular dish. Or, you might be a little more open to suggestion. That's the opportunity menu engineers and consultants are looking for.
Behind the scenes, before you're even thinking of dinner, they put careful thought into the way you choose what foods you eat. đČ
Here are 11 of the sneakiest psychological tricks restaurants use to make you spend more money:
Here are 11 of the sneakiest psychological tricks restaurants use to make you spend more money:
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1. They donât use Dollar Signs
A dollar sign is one of the top things restaurants should avoid including on a menu, because it immediately reminds the customers that theyâre spending money. According to research from the Cornell University School of Hotel Administration, guests given a menu without dollar signs spent significantly more than those who received a menu with them. Even if the prices were written out with words instead of numbers, such as âten dollars,â guests spent less money because it still triggered the negative feelings associated with paying.
2. They are Tricky with their Numbers
Menu designers recognize that prices that end in 9, such as $9.99, tend to signify value, but not quality. In addition, prices that end in .95 instead of .99 are more effective, because they feel âfriendlierâ to customers. Most restaurants just leave the price without any cents at all, because it makes their menu cleaner, simpler, and to the point.
3. They use Extremely Descriptive Language
Research from Cornell University revealed that items described in a more beautiful way are more appealing to and popular with customers. According to further research from the University of Illinois at Urbana-Champaign, descriptive menu labels raised sales by 27%, compared to food items without descriptors.
On an NBC âTodayâ show interview, menu engineer Greg Rapp poses an example of Maryland Style Crab Cakes. They are described as âmade by hand, with sweet jumbo crab meat, a touch of mayonnaise, our secret blend of seasonings, and golden cracker crumbs for a rich, tender crab cake.â This brings the ultimate sensory experience to the reader, and the descriptive labeling will make customers more likely to be satisfied at the end of the meal. Interestingly, brand names in menu descriptions also help sales, which is why chain restaurants such as T.G.I. Fridayâs use Jack Danielâs sauce or Minute Maid orange juice on their menus. The more adjectives, the better.
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4. They Connect Food to Family
Customers are especially drawn to names of relatives, such as parents and grandparents, on menus. For example, people are more likely to buy Grandmaâs warm, homemade cookies or Aunt Margoâs famous potato salad. It also can add a hint of nostalgia.
5. They use Ethnic Food Terms to Make their Food seem more Authentic
According to Oxford experimental psychologist Charles Spence, an ethnic or geographic label, such as an Italian name, draws a personâs attention toward a certain feature in a dish and brings out certain flavors and textures.
1. They donât use Dollar Signs
A dollar sign is one of the top things restaurants should avoid including on a menu, because it immediately reminds the customers that theyâre spending money. According to research from the Cornell University School of Hotel Administration, guests given a menu without dollar signs spent significantly more than those who received a menu with them. Even if the prices were written out with words instead of numbers, such as âten dollars,â guests spent less money because it still triggered the negative feelings associated with paying.
2. They are Tricky with their Numbers
Menu designers recognize that prices that end in 9, such as $9.99, tend to signify value, but not quality. In addition, prices that end in .95 instead of .99 are more effective, because they feel âfriendlierâ to customers. Most restaurants just leave the price without any cents at all, because it makes their menu cleaner, simpler, and to the point.
3. They use Extremely Descriptive Language
Research from Cornell University revealed that items described in a more beautiful way are more appealing to and popular with customers. According to further research from the University of Illinois at Urbana-Champaign, descriptive menu labels raised sales by 27%, compared to food items without descriptors.
On an NBC âTodayâ show interview, menu engineer Greg Rapp poses an example of Maryland Style Crab Cakes. They are described as âmade by hand, with sweet jumbo crab meat, a touch of mayonnaise, our secret blend of seasonings, and golden cracker crumbs for a rich, tender crab cake.â This brings the ultimate sensory experience to the reader, and the descriptive labeling will make customers more likely to be satisfied at the end of the meal. Interestingly, brand names in menu descriptions also help sales, which is why chain restaurants such as T.G.I. Fridayâs use Jack Danielâs sauce or Minute Maid orange juice on their menus. The more adjectives, the better.
.gif)
4. They Connect Food to Family
Customers are especially drawn to names of relatives, such as parents and grandparents, on menus. For example, people are more likely to buy Grandmaâs warm, homemade cookies or Aunt Margoâs famous potato salad. It also can add a hint of nostalgia.
5. They use Ethnic Food Terms to Make their Food seem more Authentic
According to Oxford experimental psychologist Charles Spence, an ethnic or geographic label, such as an Italian name, draws a personâs attention toward a certain feature in a dish and brings out certain flavors and textures.
6. They Visually Highlight Things
When foods are bolded, listed in a colored or fancier font, accompanied with photographs, or singled out in a box, they look far more special than the other dishes. However, high-end restaurants tend to avoid this strategy, because it can make them look tacky.
7. They use Expensive Items to Draw you to the Cheaper items
According to Rapp, restaurants use extremely expensive foods as decoys. âYou probably wonât buy it, but youâll find something a little cheaper and itâll look more reasonable,â he says. According to William Poundstone, author of âPriceless: The Myth of Fair Value (and How to Take Advantage of It),â in a New York Magazine interview, âThe main role of that $115 platter â the only three-digit thing on the menu â is to make everything else near it look like a relative bargain.â
When foods are bolded, listed in a colored or fancier font, accompanied with photographs, or singled out in a box, they look far more special than the other dishes. However, high-end restaurants tend to avoid this strategy, because it can make them look tacky.
7. They use Expensive Items to Draw you to the Cheaper items
According to Rapp, restaurants use extremely expensive foods as decoys. âYou probably wonât buy it, but youâll find something a little cheaper and itâll look more reasonable,â he says. According to William Poundstone, author of âPriceless: The Myth of Fair Value (and How to Take Advantage of It),â in a New York Magazine interview, âThe main role of that $115 platter â the only three-digit thing on the menu â is to make everything else near it look like a relative bargain.â
8. They Offer Foods in Two Portion Sizes
This strategy is called bracketing.
The customer has no idea how much smaller the small portion is, so they assume itâs the best value price because it costs less. What they donât realize is that the restaurant wanted to sell the smaller portion at the lower price all along, and simply used the bigger portion with the higher price as comparison.
9. They Analyze your Reading Patterns
Restaurants consider scanpaths, which are a series of eye fixations that can be studied to see how people read certain things.
According to a Korean research study, a third of participants are likely to order the first item to which their attention is drawn. As a result, restaurants will put the most profitable items in the upper-right corner, because it is where peopleâs eyes go first. This strategy is based on the primacy effect, which means people remember the items at the beginning of a list better. Another reason this works is that seeing a really expensive dish at first glance will make the rest of the menu appear reasonably priced in comparison.
Restaurants put the most focus on their main servings. According to a Cornell research study on eye movements on restaurant menus, most customers quickly scan the entire menu like a book, but focus the remainder of their attention on the entrees.
10. They Limit your Choices
Through features such as âtry allâ samplers, tapas, or fixed menus, restaurants remove the heavy responsibility people feel when choosing what to eat. It is much more effective for restaurants to limit their selection. Apparently, the optimum number of menu items is six items per category in fast-food restaurants, and seven to 10 items per category in fine dining establishments.
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11. They set the Mood to Spend
And finally, a little reading music: According to psychology research from the University of Leicester, playing classical music in restaurants encourages diners to spend more, because it makes them feel more affluent. Meanwhile, less sophisticated pop music caused people to spend 10% less on their meals.
This post was originally written by Maggie Zhang.
Read the original article on Business Insider. Copyright 2016. Follow Business Insider on Twitter.
Read the original article on Business Insider. Copyright 2016. Follow Business Insider on Twitter.
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