Menu Psychology: The Power of Descriptions and Language
How Words Influence Sales
A study conducted by Cornell University showed that dishes accompanied by attractive descriptions increase sales by 27%. Evocative descriptions influence customer perception: a well-described dish seems tastier and higher quality.
Language can be geographic ("Italian salad with San Marzano tomatoes"), nostalgic ("Grandma's pie"), or sensory ("Fresh carpaccio with citrus aroma").
Psychology of Prices and Numbers
How prices are presented also impacts perception. Prices ending in .90 or .95 make the customer perceive a lower value. Some studies suggest removing the currency sign so diners focus on the dish and not the cost. In addition, reducing the font size of the price can decrease "payment anxiety".
Design and Visual Hierarchy
Highlighting the most profitable dishes through boxes or icons increases their visibility. Placing these dishes at the top of the section gives them greater prominence.
At the same time, it is recommended to limit the total number of options: studies indicate that offering too many alternatives can overwhelm the customer and delay the purchase decision (the paradox of choice).
Crafting Stories and Ingredient Origins
Another effective tactic is telling a story about the origin of the dish. For example, "Our blue cheese comes from a family farm in Cordoba." These stories create emotional connection and trust.
However, descriptions must be honest; inflating expectations with pompous words can generate disappointment if the dish is not up to par.
Adaptation to Different Audiences
Menu psychology also depends on the target audience:
- In a young bar, informal terms can be used.
- In a luxury restaurant, formal language is suitable.
- In a coffee shop, warm descriptions evoke home.
Advanced Psychological and Visual Factors
Menu design influences not only what customers order but how they perceive the experience. Neuro-selling techniques are enhanced on digital screens: showing images stimulates appetite and encourages impulse purchases.