How do you get your customers to spend more at your restaurant? It is all down to psychological tricks only your menu can offer. Remember, your menu is not a list of random dishes. It has to be strategically tailored by a restaurant expert to ensure it is profitable.
The paradox of choice is a psychological theory. The more options guests have, the more overwhelmed they become. When customers become confused, they default to an item they have ordered before. If the menu is well designed, guests may feel tempted to opt for something brand new. This is the golden rule and many restaurants have lost sight of this concept. Do not complicate menus; you are only tormenting the guests. The guest will leave less satiated than when they came in. This means they are less likely to return.
Photos alongside text on restaurant menus are known to increase sales by 30%. Guests respond to the photo and are tempted to have it on a plate right in front of them. The more effective the image, the more likely it will create a powerful feeling within the guest. The image should be vivid in terms of accuracy and colour but close to the realistic representation of it. Of course this is up to your kitchen staff to get it done exactly right. Do not overcrowd your menu with photos altogether. This will cheapen the overall look and feel of the menu. Know what to put on it and what to leave out.
Mark prices making them seem inconspicuous as possible. The pricing format will determine how much profit your restaurant rakes in. What is a friendlier price than $10? $9.95 of course! Do not have a dotted line leading from the item to the price. Mark the price but do not let it overwhelm your guest. List it discreetly after the description in same size font.
Use expensive decoys every now and then. List an expensive dish at the top of your menu, this makes the other items listed seem reasonably priced. Not that you expect your guests to order a dish worth $350, but it puts the rest of the menu in perspective. The $75 dish doesn’t seem expensive compared to the one on top. The pricing structure has a way of guests feeling satisfied. This will result in customer returns.
Utilize colours well. Different colours motivate behaviour according to restaurant experts. Blue is soothing and creates a calming effect. Yellow draws attention and red stimulates your appetite. The best food colour pairing goes to red and yellow.
Use fancy language to draw the attention of your guests to what they like to eat at your restaurant. Instead of listing chocolate pudding, why not put it down as satin chocolate pudding. Guests will feel like you have offered them more with fancy language. If you tell people what they taste, they actually think they tasted it. This is the power of language. When food is described in detail it seems to taste better.