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10 Secret Menu Mind Games
Don’t Think in Terms of $$
This is menu psych 101: DO NOT
use dollar signs ($$) on your menu. Let’s repeat, do not use dollar signs on your menu
. It forces diners to focus on the price of the dish rather than on the dishes themselves. Is your menu a list of prices or of meals? We’re hoping the latter. Along the same lines, how you price your dish can affect how a diner perceives the quality of the price. For example, at value restaurants such as Applebees or Friendly’s, pricing a dish at “9.99” denotes value, but having that same price at a fine dining
establishment makes the food sound cheap, and not in a good way. Plus a longer number means more time looking at a number and less on food. In the above example from Rouge Tomate, the restaurant prices dishes in terms of whole dollars.