Have you ever wondered why you end up paying more than you initially thought at a restaurant? Restaurants are experts at using psychological tricks that lead us to spend more than expected. From the table layout to the menu, everything is strategically designed to influence our decisions. In this article, we will explore the 10 most common psychological tricks that restaurants use to charge you more than you planned.
1. Arrangement of the tables
One of the first psychological tricks that restaurants use is the arrangement of the tables. Placing tables near the entrance or in high traffic areas can make customers feel uncomfortable and opt for a table further away, often resulting in a longer wait and more opportunities for customers to order a drink or aperitif while waiting.
1.1 Strategic tables
In addition, tables next to the windows or with a pleasant view are usually reserved for large groups or for special celebrations, which increases the perception of exclusivity and leads customers to spend more on food and drink.
2. Menu Design
Menu design also plays a crucial role in influencing our consumption decisions. Restaurants often use design techniques such as bold colors, specific fonts, and strategic placement of certain dishes to highlight them and make customers attracted to them.
2.1 Hidden Price
Additionally, prices are often presented so that the most expensive dishes are not the first to be seen, which can lead customers to spend more than initially planned, as they are more likely to choose more expensive dishes once they have explored the entire menu.
3. Portion Sizes
A common trick restaurants use is to play with portion sizes. By offering larger portions at a slightly higher price, customers may be tempted to opt for the larger portion thinking they are getting more value for their money, when in reality they are spending more than necessary.
3.1 Misleading offers
In addition, offers that include extras or garnishes at an additional price can lead customers to spend more on items they had not necessarily initially planned on, thus increasing the final ticket.
4. Music and atmosphere
Music and atmosphere in a restaurant can significantly influence our behavior and our consumption decisions. Upbeat, upbeat music can make customers feel happier and more willing to spend more, while a cozy, well-lit environment can create an atmosphere conducive to enjoying the meal and prolonging their stay, often resulting in a greater expense.
4.1 Candles and flowers
In addition, the use of candles, fresh flowers or elegant decorations can give the impression that the restaurant is more exclusive and sophisticated, which It can lead customers to order more expensive dishes or consume more alcoholic beverages.
5. Tasting menu
Tasting menus are an effective strategy to lead customers to try a variety of dishes and drinks selected by the restaurant. This type of menu usually has a fixed price and can result in a greater expense than a customer would spend when choosing dishes individually, since the perception of obtaining a complete gastronomic experience can be very attractive.
5.1 Chef's recommendations
In addition, recommendations from the chef or staff can influence customers' choices and lead them to try more elaborate or different dishes than they had initially considered, which can increase the final ticket. .
6. Marketing Strategies
Restaurants often use various marketing strategies to influence customer decisions. From special promotions to limited-time discounts, these strategies can motivate customers to spend more than expected by creating a sense of urgency or exclusivity around certain dishes or drinks.
6.1 Upselling
In addition, upselling, which consists of offering the customer additional options or add-ons to their original order, can result in a significant increase in spending by leading the customer to add extra items that they had not previously considered.
7. Presentation of dishes
The presentation of dishes plays an important role in our perception of the quality and value of food. Restaurants usually take maximum care of the presentation of the dishes, using elegant tableware, creative decorations and plating techniques that make the dishes look more appetizing and sophisticated.
7.1 Gourmet dishes
Additionally, presenting gourmet or exotic dishes can pique customers' curiosity and lead them to try something new and different, which often translates into higher spending compared to more traditional or common dishes.
8. Wine and beverage list
The wine and alcoholic beverage list is another tool that restaurants use to increase the final ticket. By offering a wide selection of wines from different regions and vintages, restaurants can encourage customers to order a bottle of wine instead of a glass, significantly increasing spending.
8.1 Wine Pairing
In addition, pairing wines with specific dishes can lead customers to choose more expensive wines to complement their meal, resulting in an increase in the final ticket and a more complete dining experience.
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9. Waiting time
The waiting time between dishes can also influence our consumption decisions. Slow service can cause customers to order more drinks or appetizers to pass the time, increasing the final bill. On the other hand, fast service can lead customers to order desserts or coffee to prolong their stay in the restaurant.
9.1 Delay Strategies
Some restaurants also employ delay strategies , such as delaying delivery of the bill or not removing empty plates from the table, to keep customers in the restaurant for longer and motivate them to consume more.
10. Color Psychology
Finally, color psychology also plays an important role in the dining experience. Restaurants often use warm, welcoming colors in their decoration to create a pleasant and comfortable atmosphere, which can influence our perception of the food and our willingness to spend more.
10.1 Stimulating colors
In addition, certain colors, such as red or orange, have been shown to stimulate appetite and increase food consumption, while softer colors, such as blue or green, can have a calming effect and lead to a lower intake. Restaurants use this information to choose the color palette of their decoration and thus influence customer behavior.