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The secret science of restaurant menus

This is how restaurants get you to spend more:

Smart chefs (or their menu consultants) know that when most of you open a menu, your eyes go right to the top of the page on the right side. And, armed with that knowledge, chefs place the menu item that will give them the most profit at the top of the page. Hence, it soon becomes their biggest seller. Then, your eyes normally drift to the center of the page. That’s where many chefs place their absolutely most expensive item. They do that not because they expect you to buy that item, but because the psychology of menus indicates you’ll probably then look at the items immediately above and below the high ticket item and order one of those. Again, those two items rank second and third for generating profits.

I’ve tested this in a dozen different restaurants – and then asked the chefs about their menus. Sure enough, they’ve admitted the practice. “Millions of dollars have been spent to understand what makes a profitable menu,” one chef told me. “By rearranging the order and relaying it out, it can mean tens of thousands of dollars of additional revenue. It has to do with everything from wording or naming, length of description, the number of columns, visuals of icons and pictures, price points, and not using dollar signs.”

See full article. (Found on Shantanu’s blog.)