Great and effective ‘5 Hints and Tricks for Restaurant owners’.
Designing and creating the perfect menu is not just about mouth watering dishes designed by your top chef, nor is it just about the provenance of the food and drink. There is in fact a whole lot more you should know. We have obtained details from menu engineers and psychology research from the University of Leicester that there is more to it than that. A lot more in fact.
Here are 11 psychological methods that restaurants use to make you spend more money. These are little changes that you should be aware of both as a restaurant owner or a customer.
Here are the
5 Hints and Tricks for Restaurant owners:
1. Don’t use the pound sign. A pound sign is one of the main things UK restaurants should avoid including on a menu, because it immediately reminds the customer that they are spending money. Don’t even write the term ‘pounds’ – instead include that the menu is in GBP or pounds on a footer somewhere away from the courses. It has been proven that customers purchasing on a menu without a pound sign spend more than customers who used the menu with a pound sign. The pound sign triggers negative feelings associated with paying.
2. Restaurant owners and those who design the menu recognise that prices that end in 9, such as 9.99, signifies value, but not quality. Prices that end in .95 instead of .99 are more effective, because they feel friendlier to customers. However to keep menu pricing clean maybe think about leaving off or rounding up the pennies.
3. Use language that describes your course in the most beautiful way. Research revealed that items described in a more interesting way are more appealing and popular with customers. You could expect an upsurge of 27% by describing your courses with a more colourful description. The more adjectives, the better.
4. Use expensive menu items to highlight a neighbouring course that is cheaper. Restaurants can use the expensive dish as a decoy. By looking at the placement of your menu dishes you can entice the ‘shrewd’ browsing client to buy into the dish below.
5. A third of restaurant customers are likely to order the first item to which their attention is drawn. Therefore restaurants will put the most profitable items high up in the first third of the menu because it is where customer’s eyes go first.
This strategy is based on the ‘primacy effect’, which means people remember the items at the beginning of a list rather than items lower down. If you like this article on ‘5 Hints and Tricks for Restaurant owners’ and you think that an associate would benefit from this advice – feel free to share.