I’m a food pro – 10 menu tricks restaurants are using to get you to spend more, including clever colour games
DO you hate that sinking feeling at a restaurant when the bill comes and it’s way more than you thought it would be?
This may be down to some of the clever menu tricks businesses use to make you part with more cash during your visit.
A food expert at Menu-Price has lifted the lid on the ways you may be duped into spending more while you dine.
They said: “Remain vigilant during your next dining experience and see how many of these subtle tricks you can spot and how much money you can save on your meal.”
1. The Use of Colour
The food expert said that warm hues like red and yellow can trigger hunger, while cooler shades like blue make meals seem more refreshing.
Strategically deploying these colours in their menus helps restaurants subtly sway customer choices.
2. Use of Boxes
Boxes and borders draw attention to specific items, creating a visual ‘stage’ that makes these dishes stand out.
The Menu Price expert advised: “This technique is often applied to high-profit items, specials, or unique offerings.”
3. Anchor Items
Restaurants place some of their most expensive items next to even more costly options.
“When customers see a pricey dish positioned next to an even more expensive option, they are more likely to perceive the less costly of the two as a ‘better deal,” said the expert.
4. Difficult-to-Read Font
Using complex fonts in menus can slow customers’ reading, promoting more profound engagement with dish descriptions.
This added interaction can enhance dishes’ perceived worth and exclusivity, thereby subtly inspiring a readiness to spend more.
5. Avoiding Pound Signs
Menus without currency symbols can encourage higher spending, as prices appear less intimidating.
The food professional warned: “Keep a close eye on prices, even when restaurants fail to integrate dollar signs.
“This can help you avoid paying more than you want for a meal.”
6. Descriptive Language
Vivid descriptions of dishes can create a compelling image in customers’ minds, making the menu items more appealing and increasing the likelihood of ordering.
7. Emphasis on Certain Menu Items
Restaurants strategically highlight specific dishes, often those with higher profit margins, drawing customer attention to these preferred items through menu placement and design cues.
8. Value Menus or Deals
Restaurants introduce value menus with meals of different price points.
The restaurant hopes that such an arrangement will motivate customers to opt for the priciest range of the value menu, which has more options, or to bypass the value menu entirely due to its limited options.
The Menu Price expert explained: “If a restaurant’s value menu features items like burgers, pizza, and spaghetti, but your preference leans towards a steak, you’ll find yourself ordering the steak at its regular cost, bypassing the value menu.
“This scenario directly contributes to a higher profit for the restaurant.”
9. Photographs Used Sparingly
To maintain a sophisticated aesthetic, restaurants use photographs sparingly, only emphasising selected dishes, making them more appealing to the eye and tastebuds alike.
10. Keeping Portion Sizes Secret
Restaurants offer full or half salads or sandwiches without revealing the portion sizes.
Despite any clear explanation, consumers assume that half sizes are overpriced and the full size is more cost-effective.
The expert said: “Customers perceive they are getting a better deal without even knowing the real serving size of the food options.”