Restaurants are masters of atmosphere, menu design, and suggestion. While you’re choosing dinner, they’re helping you spend just a little more. Here are 10 of the most common and clever tricks restaurants use to guide your choices in subtle, effective ways.
10. Slow Background Music
Believe it or not, music can change how you order. Studies show that slower background music in fine dining spots encourages lingering and higher spending. Meanwhile, fast-paced music in chains and cafes keep people moving. To stay mindful, don’t let the vibe rush you. Order at your own pace.
9. “Limited-Time Only” Offerings
The phrases “Only here for a few weeks!” or “Seasonal special!” create urgency and make you act fast. Additionally, scarcity makes dishes seem more valuable, so you’re likely to try that new menu item even if you weren’t planning to. The next time you go out, skip the hype and stick to what you really want.
8. Meals Deals
There are combo meals and bundled deals that sound too good to pass up. For example: “Get fries and a drink for just $2 more!” In reality, you might just end up ordering more food than you need or want. This strategy is common in fast food chains, boosting the total sales while making customers feel like they’re saving money.
7. Server Suggests “Just a Little Extra”
Your server isn’t just being friendly when they suggest an appetizer, drink, or dessert. They’re often trained to upsell and it’s part of their job. Friendly recommendations make it feel like personal advice. The result? We’re more likely to say yes. However, if you didn’t come for extras or drinks, don’t be afraid to say no or “just water for me, thanks.”
6. One Pricey Item That Sets the Tone
Upscale restaurants often start the menu with a pricey item like a $90 steak. This strategy is called price anchoring. Once you’ve seen that high price, everything else seems cheaper by comparison. Basically, it shifts your sense of what’s reasonable. One way to avoid this trap is to read the menu from bottom to top.
5. Using Fancy Words on the Menu
Would you love some “mac and cheese” or “artisan aged cheddar pasta bake”? Descriptive menus boost sales by making dishes sound more appealing and worth a higher price. Words and phrases like “handcrafted” and “chef’s signature” trigger emotional responses. Even just saying “Grandma’s Recipe” can evoke a homemade, cozy vibe.
4. Mood Lighting
Similar to background music, mood lighting can affect how you spend inside a restaurant. Fast food spots are bright and loud, while fancy places are dim and mellow. That’s on purpose. Bright lights in quick-serve chains keep things moving. Upscale spots use warm lighting to get you to linger and spend more on food and drinks.
3. Putting the Pricey Picks Front and Center
Menu design can be sneaky and smart. Restaurants may place higher-priced items in spots where your eyes go first. Think center of the page or the top right corner. These areas are also called “hot spots.” Even if you’re not hungry for pasta, seeing it first can shape what you think is a “normal price.” Don’t let the first glance fool you; scan the full menu before deciding.
2. Missing Dollar Signs
Look closely at some menus and you’ll notice that they leave off the dollar signs. Instead of “$15,” you’ll just see “15” or even spell it out as fifteen. Studies show that diners spend more when the dollar sign isn’t there to remind them that they’re spending. In this case, ordering feels less like a financial decision and more like choosing what fits your cravings.
1. The Decoy Effect on Menus
Ever noticed a weird, not-so-appealing middle option on a menu? That’s the decoy effect at work. Restaurants may use a less appealing choice to steer you toward a pricier one. Say you see: small pizza ($10), medium pizza ($14), and large pizza ($15). Most people go for the large, because the medium feels like a bad deal. The medium pizza is the decoy, making the large seem like a better pick.