Are Restaurant Menus Designed to Make You Spend More?

Internationally, many restaurant menus are strategically designed to encourage customers to spend more. By leveraging various psychological and consumer behavior techniques, restaurant owners and designers can influence how and what customers order. Understanding these methods can help consumers make more informed choices while also shedding light on the art and science of menu engineering.

Menu Layout

The arrangement of items on a menu can significantly impact customer choices. Many restaurants strategically place high-profit items at the top or bottom, where customers are most likely to view them first. This placement leverages the psychological principle that the first and last items in a list are more noticeable, making it more likely for customers to order these dishes.

Descriptive Language

Using enticing descriptions for dishes can elevate their appeal. Descriptive language not only engages the customer's sense of taste but also persuades them to order more expensive items. Terms like 'lightly smoked' or 'house-made' can make a dish sound more desirable, leading to higher spending.

Decoy Pricing

Another technique used is the inclusion of a very expensive item to make other options appear more reasonably priced. By making the pricier item attractive, restaurants can nudge customers toward mid-range choices they can feel more confident about ordering. This is an example of decoy pricing, which exploits the psychological notion that the presence of a high-end option makes other options seem more affordable.

Highlighting Specials

Specials or featured items are often highlighted with boxes, asterisks, or different fonts to draw attention. This strategic placement encourages customers to try these dishes, often leading to additional orders and increased spending. When specials are well-marked, customers are more likely to pay attention and consider adding them to their order.

Psychological Pricing

Psychological pricing, also known as charm pricing, is a common strategy. Setting prices just below round numbers, such as 9.99 instead of 10, can make items appear cheaper. This tactic plays on the idea that customers associate the price just under a whole number with a better value, thus increasing the likelihood of purchase.

Limited Choices

Offering a limited number of options can simplify decision-making and lead customers to spend more on the items presented. Limited menus can also create a sense of exclusivity or urgency, making customers feel that they need to make a choice quickly. This can encourage them to order more to complete their meal or experience.

Visual Elements

The use of images and colors can also influence customer choices. Visually appealing dishes and contrasting colors can draw attention to certain items, making them more inviting and likely to be ordered. For example, a brightly colored appetizer on a dark background can stand out and attract customers who are looking for something visually appealing.

Grouping Items

Bundling items together, such as offering an appetizer set with a drink, can encourage customers to spend more overall. This strategy simplifies the ordering process and may make customers feel that they are getting a better deal when they choose a bundle. It also increases the likelihood of upselling additional items like dessert or a coffee.

Conclusion

While not all restaurant menus are designed this way, many are. The art and science of menu engineering require a delicate balance between the aesthetic beauty of thoughtful design and the functionality of strategic pricing and placement. Understanding how these techniques work can help consumers make more informed choices while also providing valuable insights for aspiring restaurateurs.

While the implications of menu engineering might seem negative, it is a necessary component of successful restaurant operations. Whether the intention is to make you spend more money or to control spending on certain items, the goal is to enhance the dining experience and maximize overall profitability.

Keywords: restaurant menu design, psychology of pricing, menu engineering