Restaurateurs’ tricks to make us pay more
Restaurants have always been considered a place where you can have a great time in a pleasant company. Restaurateurs, in turn, try to make the guests spend in the institution as much as possible. And for this they have a lot of tricks, which now will be discussed.
Visually highlight the position in the menu.
Every second restaurateur now uses visualization. Its essence is to highlight some menu items. This can be done using a color, an unusual font, enclosing the name in a frame or using a colorful photo of the dish. Such positions immediately catch the eye and make the consumer pay attention to this or that dish.
As for the photos, they are able to magically affect the hungry visitors. But remember, no matter how original the presentation and no matter how tasty the dish, in the picture it will look more beautiful and appetizing.
2. Refer to home and family
Caused by association with home and family.
Most people honor and respect family traditions and values. Therefore, from the institutions in the names of which there are words associated with home and family, breathes a special warmth and nostalgia.
The same goes for dishes. Positions with the names “Grandma’s Cookies”, “Home-made Borscht”, “Country-style Potatoes” are great in terms of sales.
3. National flavor
Restaurants with national color.
Customers love to try something new, especially being in tourist places. Therefore, an institution with a national flavor is likely to be in demand. Some restaurateurs specifically include several items on the menu with reference to an exclusive recipe of a particular locale.
4. Small numbers
Prices are written in small print without specifying the currency.
Even in very expensive establishments, prices in the menu are written in small print and without indicating the currency. They do this so that the client does not fully realize that he will soon spend a large amount. Scientists at Cornell University conducted an experiment: some visitors were given menus with dollar signs for prices, others without. As a result, the latter spent significantly more. It turns out that if customers do not remind you that you have to pay for the pleasures, they will be more willing to part with their money.
5. Round prices
Deliberately round the price down.
This reception is used not only by restaurateurs, but also by shop owners. And most people know that prices like 99 rubles, 199.99 and so on – this is just a cunning trick, but they continue to swallow the bait. The fact is that our brain best perceives the first digit, and if it turns out to be lower, then the price seems more attractive. Recently, most institutions have abandoned prices ending at 9, preferring the ending 90. But the essence remains the same, and 10 rubles can hardly be called a substantial discount.
6. Complicated ethnic names
Difficult ethnic names in the menu.
Most people want to touch something new, seeing it as something outlandish and elite. Ethnic words in the menu make it more original and attractive to the client. In addition, incomprehensible names encourage the customer to contact the waiter, who in turn should present the dish at its best.
7. Large and small portions
The difference between large and small portions.
If the dish on the menu is presented in two versions, smaller and larger, the client is often difficult to determine which portion to take is more profitable. Because of this, customers are more often price oriented. And if it is 30-50 rubles lower, a smaller portion becomes more attractive. Let us tell you a little secret, often restaurateurs earn small portions more than large ones.
8. Pricing policy
Nuances of pricing.
The owners of some institutions enjoy a clever trick associated with the prices on the menu. So, on each page there are dishes that differ sharply from others in high prices so that the prices of the other positions on their background do not seem so high. It is also worth noting that you should not order the most expensive dishes from the menu. Most likely the products from which they are prepared, will be stale. But not all cafes use such methods, some restaurateurs, on the contrary, try to set the “average” price so that none of the positions stand out from the crowd.
9. Limited number of dishes
A limited number of items in the menu.
Previously, the menu of most restaurants and cafes looked like a thick book. However, scientists at Bournemouth University have empirically determined the optimal number of dishes in the map. Thus, fast food restaurants are recommended to stop at 6 positions in each category, and gourmet restaurants are not worth it.