8 of psychological tricks on restaurant menus
To avoid becoming a victim of manipulation during lunch or dinner in the cafe and rely solely on your taste, you need to understand to what tricks resorted menu compilers. So what do they do?
1. Limit the choices
In drawing up effective menu recorded a theory called the "paradox of choice". Its essence is that the more choices, the more we worry about making a decision. The ideal number of options - 7 for each category, that is, 7 variants snacks, 7 choices of main courses and so on.
"If we include more options, guests will be confused and then, most likely, will order a standard dish that already tried before", - says the composer menu Gregg Rapp. There is nothing wrong with that, to give preference to a familiar and tested option, but well-composed menu may encourage visitors to try something new, higher price.
The main goal of any institution - to make the visitor want to come back
Some restaurants have forgotten about this rule. For example, "McDonald's" was initially offered only a few dishes, but now their number reaches 140. However, for example, in the first quarter of 2015 the company's profit fell by 11%.
"Complicating the menu, we only bruised guests - says restaurant consultant Aaron Allen - as a result they leave the restaurant unsatisfied. This is partly due to the fact that they are beginning to doubt - maybe worth to order something else? "
And if lunch or dinner it is not very much, it is unlikely they will come here again. Given that regular customers bring restaurants on average 70% of their income, the main goal of any institution - to make the visitor want to come back.
2. Add pictures
If the menu is illustrated with beautiful photographs of dishes, visitors bought an average of 30% more.
The University of Iowa experiment was conducted: children who showed salad image, 70% more likely to order it for lunch. "We respond to the image of food in the same way as if it lay in front of us on a plate. If you're hungry, the response will be: "I will order that the image", - says associate professor of department of information systems Brian Mennecke.
This effect is more pronounced when the image is animated - for example, rotates. Some fast food restaurants are beginning to implement at similar technologies. "The brighter the image looks like in terms of movement, color and realism, the more it affects the visitors," - says Mennecke.
Here we need moderation. "An excess of pictures in the menu associated with visitors with cheap establishments. high-end restaurants do not try to include them in the menu, so as not to disturb the respectable image "- Aaron Allen explains.
3. Try to make sure that prices do not catch the eye
Another way to encourage visitors to leave more money in the restaurant - do the price tags on the menu as negligible as possible. "We got rid of the dollar sign, because it causes unpleasant emotions, reminding visitors that they spend their money," - says Aaron Allen. For example, the price of a club sandwich is indicated in the menu is not "$ 12, 00" and "12, 00" or even "12".
A study by Cornell University found that the price indicated by words such as "twelve dollars," also entice visitors to spend more.
"The format in which prices are specified, sets the tone of the restaurant. Price of $ 9, 95 seems to be more friendly than $ 10, which looks a little defiant. " One of the errors in the preparation of the menu - the dotted line from the name of the dish to the price. "This format was invented before the advent of the modern printing press. This was done to keep the page looking correctly formatted. But what is the result? The visitor first looks in the right part of the page, which shows the price, and only then looks to the left, exploring what you can order cheaper ", - says Allen.
Decision? Prices do not indicate the side and below under the description of dishes, in exactly the same type, so they do not catch the eye.
4. Insert in expensive menu "bait"
Everything is relative. One of the tricks - add a very expensive dish, in comparison with which all else will seem quite reasonable in the top of the list. Your waiter really does not expect that you order a lobster for $ 300, but compared to him a steak for $ 70 seems cheap, is not it?
Another method - to allocate the most profitable for the restaurant meals frames or in some other way, it draws attention
Dishes for slightly overpriced, but not beyond the bounds of what a visitor is willing to pay, seem to be of higher quality. As a result, guests leave the restaurant full and happy. In one experiment, two groups of subjects suggested the same buffet, only in the first case it is worth $ 4, and the second - $ 8. Although the food in both cases was exactly the same, those who paid more appreciated it as tastier.
5. directs your attention in the right direction
In supermarkets, especially profitable products put on the shelf at about eye level. Similarly, and restaurants make up the menu so that some dishes attracted glance. Gregg Rapp explains that the most "golden" place - the top right corner. "When we look, for example, on a blank sheet of paper or a magazine page, the first glimpse it in the upper right corner. There trying to indicate dishes that bring the greatest profit restaurant. At the top left we put snacks, and under them - salads. It is important to have a good menu read ".
Another method - to allocate the most profitable for the restaurant meals frames or in some other way - that attracts attention.
6. Use a color scheme
According to Aaron Allen, the use of different colors can evoke certain emotions in visitors and influence their behavior. "The blue color has a calming effect and is often used for this purpose," - he says.
Restaurants are often used in his trademark style of the red and yellow colors. According to some studies, red stimulates the appetite, and yellow attracts attention. "For better food dyes suitable combination of these two colors" - Allen said.
7. Give dishes fanciful descriptions of
Long, detailed descriptions of dishes increase the number of orders - according to some estimates, almost 30%. "The more detailed description of the dishes on the menu you give, the less expensive it will show visitors - if they get more for their money," - explains Gregg Rapp.
Therefore, the banal "chocolate pudding" turns into some "satin chocolate pudding." It is interesting that the dishes with more detailed descriptions on the menu Visitors appreciate the more delicious. "Your visitors will feel the taste of which you specify them", - says Rapp. In one study, researchers offered two groups of subjects the same wine, but with different labels on the bottles.
Due to phrases like "caught by hand" or "prepared from local ingredients" dish seems more quality
The first group thought that the wine is produced in North Dakota, although it is unknown whether or not there at all it makes, and the second - in California, which is famous for its wines. The second group appreciated the wine is much higher, despite the fact that all subjects actually tasted the same wine valued at $ 2 per bottle. It is interesting that those who were convinced that they tried to "California" wine, also at lunch ate 12% more.
Phrases like "caught by hand", "grown on the farm", "cooked with local products" are very attractive to customers. "Thanks to such comments dish seems more quality", - says Allen.
This method is so effective that in many US states, the law prohibits restaurants indicate the menu false information about the origin of products.
8. Try to make you nostalgic
Each of us has a dish reminiscent of childhood. Restaurants perfectly aware of this and willing to use it. "References to the glorious past can cause association with happy memories of childhood, tradition and national pride - said in one of the studies on this subject - the visitors usually like to think that they are eating" traditional dish "," as it is now no longer do " .