The opinions expressed in this article are the author’s own and do not reflect the views of Spoon University.
The Power of Words: Why Descriptions Are Important
You can choose from the restaurant’s menu, but you may not realize that the elements on display are directing your choice. Every aspect, including pricing displays and descriptive language, influences customer preference for particular menu items and raises total spending.
Language is a key influence in determining how we perceive food. Descriptive language boosts sales because it induces a sensory response from diners. The menu could feature Herb-Crusted Free-Range Chicken with Roasted Garlic Butter to improve customer appeal rather than just saying “Grilled Chicken.” The added characteristics make the food more appealing, furthering potential purchase consideration.
Specific Words in Restaurant Descriptions Evoke Particular Feelings that Patrons Anticipate
These statements in restaurant marketing presentations convey that the products are made using conventional, antiquated techniques. Restaurant labels that highlight “Farm-Fresh” or “Locally Sourced” foods address two issues: environmental concerns and consumer health.
Diners are influenced by their nostalgic sentiments to select dishes with classic titles, such as “Old-Fashioned Cobbler” or “Nonnas Classic Spaghetti.” Your eyes will naturally guide you to the menu items that generate revenue.
The products that customers finally choose from the menu are determined by their arrangement. When people look at menus, their eyes naturally begin at the top-right corner, then the top-left, and finally move toward the center, creating a triangle-like pattern. Restaurants’ sales are boosted by the main lucrative dishes they showcase in these key locations.
Other design tactics Utilized
The menu’s use of boxed items produces a unique recommendation impact because they stand out from the generic text. To increase consumer interest, “Customer Favorite” and “Most Popular” labels might be placed on specific dishes as social proof.
Restaurants remove dollar symbol prices from their menus to prevent patrons from recognizing their financial commitment. Products are shown as “12.99” rather than “$12.99” to give customers the impression that they are not as financially burdened by the price.
Restaurants use clever pricing strategies to entice patrons to select more expensive menu items. When restaurants feature costly items, like steaks or caviar, near the top of their menu, even less opulent options, like more expensive dishes, appear more reasonably priced.
Restaurants frequently use the “Decoy Effect” as a strategic marketing tactic. For example, the menu may offer different pasta sizes: $8 for small, $12 for medium, and $15 for large. Although most guests originally planned to order the small portion, they chose the large portion because the difference between the medium and large portions is negligible.
How food items are packaged increases the likelihood that customers will purchase them. For instance, although restaurant combo meals charge somewhat less than individual rates, they help consumers save money compared to ordering individual products.
Last Bite: Putting Your Eyes First When Eating
The next time you eat out, pay attention to the menus. In addition to the product design and pricing structure, seemingly insignificant word choices affect your purchasing decisions. Even though you might be familiar with the persuasion tactics used in restaurants, it can be challenging to avoid them.