A
restaurant’s
The menu may initially come across as merely a modest compilation of items, yet upon closer inspection, you will probably begin to realize that these entries are far from being as uncomplicated as they first appear. What seems like an easy-to-follow directory is essentially filled with subtle tactics designed to encourage you to spend more cash. This observation isn’t limited to dine-in experiences;
restaurants
And Michelin-starred tasting menus. These tactics are also frequently used at fast food establishments.
and
your favorite
takeout
spots.
Ultimately, a menu needs to serve multiple roles: as an emblem, a persuasive vendor, and a captivating tale that transports you through a (preferably lucrative) gastronomic adventure. Indeed, certain eateries go so far as to employ
menu consultants
To assist them in crafting their menus by employing all the fundamental principles of menu psychology, encouraging customers to spend more money. Therefore, what should a smart eater do? They should become a knowledgeable consumer.
menu
psychologist, of course.
What is menu psychology?
As the title implies, menu psychology explores how the layout and structure of menus influence patrons’ expenditure. It frequently involves positioning distinctive dishes prominently, such as within frames or at the top of the page. Nevertheless, an effective menu achieves true success solely when its design enhances customer allegiance.
Most eateries aim to attract returning patrons,” explains Dr. Jason Buhle, an instructor in the Master’s Program of Applied Psychology at USC. “Therefore, their primary objective should be ensuring guests depart contented.” He adds, “When a dining establishment pushes diners into buying extra servings beyond what they desire, this could lead them either to overindulge or experience guilt from discarding uneaten portions or overspending. Consequently, if a guest finds themselves with a larger-than-expected tab, they’ll likely consider this negative last impression during future restaurant selections.
It’s likely that we spend more time making choices about food than about anything else, which means a menu can wield considerable influence over us. Just as daily advertisements shape our preferences, menus also play a significant role in swaying our decisions.
Restaurants must always keep in mind that a menu serves as a type of advertisement,” states Buhle. “Effective advertisements assist customers in making selections that more closely match their preferences and requirements.
What are these desires and requirements? To avoid being inundated with choices (aka
the paradox of choice
) to ensure we’re making the correct decision and feeling as though we’re securing a great bargain. However, to trigger these responses, restaurant menus employ various tactics. Allow me to point out that once you become aware of the visual aspects that compose a menu, you won’t be able to overlook them anymore.
Here’s what you should keep an eye on:
Place it inside a box.
You may believe that crafting elaborate dish titles and adjusting prices are the crucial elements of menu design. However, frequently this isn’t the case.
positioning of the dish
On the menu, for instance, emphasizing an item using a colored or shaded box, border, or surrounding it with whitespace can boost the chances of customers opting for more expensive options.
(No) show me the money.
”
“The objective of restaurants is to prioritize the food over the price in customers’ minds,” explains Buhle. “They can achieve this by explicitly placing the food descriptions before prices.” Additionally, presenting each item at a round figure without using currency symbols—such as ‘9.’ or ‘9-‘ rather than ‘$9.00’—can make high-cost dishes seem less daunting when listed on the menu.
Pictures? Not necessary. Drawings? Absolutely.
Pictures of cuisine can effectively whet diners’ appetites, yet they come with potential pitfalls. As Buhle points out, subpar images could evoke revulsion, depictions of artificial grub might trigger an unsettling ‘uncanny valley’ response, and deceptive visuals could erode customer confidence. That’s partly why many high-end eateries opt for illustrated food imagery such as endearing cartoon cattle, hand-drawn fresh veggies, or sketched wine bottles on their menus.
High-priced meals lead the list.
This phenomenon is known as the “primacy effect,” where people tend to focus primarily on the initial element of a series and overlook subsequent ones. Customers typically do not meticulously read through a menu but rather skim over it. Consequently, placing pricey options at the beginning can cause the remaining choices to appear relatively affordable when contrasted with those pricier selections.
Consultants warn
, yet this might also deter customers from opting for the more expensive items.
Keep it exclusive.
A smaller menu allows customers to trust more in a restaurant’s quality, enhancing their dining experience. Furthermore, having numerous choices might overwhelm diners and cause them stress. As noted by some,
restaurant consulting firm
Listing only seven dishes per section strikes the perfect balance, ensuring customers feel they have choices without being inundated.
Pluck those nostalgia strings.
Have you ever noticed how some dishes are named things like “Grandma’s Uncle’s Chicken Pot Pie”? It’s quite deliberate. Nostalgia packs a strong punch; a well-crafted title can imbue virtually any meal with an emotional appeal that’s tough to turn down,” according to the food industry advisory company Aaron Allen & Associates.
in a blog post
.
Should these tactics begin to unnerve you, take comfort in knowing their impact has limits. As Professor Dave Pavesic from Georgia State University’s hospitality administration program explains, “The layout and positioning of dishes on a menu can sway customer choices.” However, he adds an important point: “These strategies won’t compel people to buy things they’re not interested in.”
Therefore, do not fret if you dislike it.
grilled octopus
. No matter how they present it on the menu, you probably won’t be convinced to order something that costs $48.
