How restaurants make us spend more

If a person goes to a restaurant, then he does not livefrom salary to salary and theoretically ready to spend more than it plans. It remains only to push him to this. Needless to say, marketers long ago adopted this rule for armament and developed a whole arsenal of all sorts of tricks. Let's go through the main types of weapons of capitalist public catering.

Restaurant Gambit

The most common reception. Reducing the cost of a dish for one miserable ruble, restaurateurs achieve a useful effect for themselves. Conditional "Caesar" in the mind of the client passes from the category "Dishes for 300 rubles and more" in the category "200 with something". However, this cunning is very hackneyed, and therefore it is increasingly being modified: "Caesar" is getting cheaper by another nine rubles. A cheap trick does not look like this anymore, and the effectiveness remains.

Letters here is not the place

If in the menu the price is indicated only by a number, it is notmeans that they regretted writing ink to write "rub." This is also a trick. Naturally, everyone understands: we are not talking about candy wrappers. But why again remind people that they are spending money? Cornell University conducted a study and made sure: people who are given a menu without a dollar sign leave much more money in the restaurant than those that it blames on their eyes.

The power of a word

If you add quality to the names of dishesan epithet that stimulates appetite, then sales will increase by 27%. This information was obtained by specialists from the University of Illinois. Agree, potatoes fried until crisp, more attractive than fried potatoes. In addition, it turned out that guests who are dipped in adjectives, are more flattering about the institution.

Speculation on family ties

No matter how golden the potatoes are, tastier,than a grandmother or mother, no one will ever cook it. Experienced cafes do not even try to argue with this, but they insist that they do not lag far behind. So in the assortment there are warm grandmother's cookies, roast at home and pasta carbonara according to the recipe of Aunt Petunia.

Feel like a gourmet

Ethnicly colored words make the menu moreentertaining and pushing to try something new. And even if there is really nothing unusual in the recipe, the customer will still be satisfied. Because "a toast can not cost 8 dollars, and a cool - can." In addition, the puzzled visitor, most likely, will cope with the waiter, what kind of cool is that. And he will present the cool as expected.

Optical illusion

If some menu items are underlined, they are markedcolor or placed in a frame, they immediately attract attention. This method is usually used cheap institutions, and respectable, of course, can not afford this. But there are also more elegant ways to get the same effect. For example, write a title in two lines instead of one or make a font larger.

We have and are cheaper

And a little more about the croutons. Often restaurants use extremely expensive dishes as a trap. The guest almost certainly will not want to order them and will choose something more social, considering that he acted rationally. "The delicacy function for $ 115 - the only dish in the menu with a three-figure value - create the illusion that all the other items you can afford," - says the author of several business bestsellers William Poundstone.