Want to spend less when eating out? Or do you at least want to know why you spend so much? Check out our list. #Analytics
Going out for dinner is one of the most common – and coolest – things in our daily lives. But, just as often as we visit our favorite restaurant, we fall victim to the tricks and schemes of restaurant owners, who hire consultants to develop more appealing menus that make us spend more. Of course, this doesn't mean your everyday local buffet hires specialists – but some of these practices, used by major restaurants, have ended up becoming popular and common even in the simplest establishments.
Check out our list below and stay on top of these psychological games
1 – They don't use currency symbols
According to a study conducted by the Cornell University School of Hotel Administration, menus with dollar-related symbols sell less than menus without “$” or similar signs. According to the research, as soon as consumers notice the symbol, it reminds them of spending money, causing them to act more cautiously. So, putting prices only with numbers and without the "$" on the menu is a way to reduce the caution with which we interpret the price of the dish.
2 – Fractional prices are important
Menu designers claim that prices ending in 9, like 9.99, tend to signify value rather than quality. And, according to some research, fractional prices can be considered “friendly” – but you already know that since the dollar store trend.
3 – Describing food increases sales
A descriptive menu always excites the consumer, says research from Cornell University. Specifically, menus with dishes explained in an almost romantic way (fruity flavor, delicate and smooth texture, etc., etc.) sell 27% more than regular menus, according to the results of a study by the University of Illinois.
For menu engineer Greg Rapp, this type of menu “maximizes the consumer's sensory experience, increasing the chances of the customer feeling satisfied after the meal.” Another factor that also influences menu design is the use of major brand names within this description (for example, a dessert made with brand X ice cream).
4 - They link food to family
Consumers like it when establishment names have family connections. With this type of connection to the customer, the restaurants' goal is to appeal to nostalgia. So be suspicious when you find "Mama's Pasta" or "Uncle's Steak".
5 – Restaurants use ethnic terms to seem more authentic
According to an experiment conducted by Oxford, an ethnic or geographic term can draw the consumer's attention to the type of food from that location, evoking flavors and textures.
6 – Extremely expensive items draw attention to cheaper ones
According to Greg Rapp, restaurants use very expensive items to highlight the cheaper ones. The idea is to make you not buy the expensive one, but create reasons to get the “cheap” one, which is not always as cheap as it seems next to a higher price. According to an article in New York Magazine, the sole purpose of a three-digit dish on the menu is to give the impression that everything else is a great bargain – even if it isn't.
7 – Restaurants offer two portion sizes for the same product
This is a strategy called bracketing, where the consumer has no idea of the size of the smaller portion but assumes the price is worth it. However, the restaurant's intention is for the customer to actually buy the smaller one, so they inflate the price of the larger portion.
8 – They analyze our reading patterns
Restaurants analyze patterns called scanpaths – points where people fix their eyes when reading.
According to a Korean study, one-third of people are likely to order what caught their attention first. That's why restaurants place the most expensive items in the upper left corner, as it is the natural path taken by our eyes.
This strategy also applies to dish prices. By placing a higher-priced item first, all others will seem like great deals, as we explained in item 7.
9 – They create a mood to spend
According to a study by the University of Leicester, playing classical music in a restaurant can encourage customers to spend more. However, pop music makes people spend 10% less.