TEL AVIV, ISRAEL - January 7: Wine is served during a tasting of the Israeli Margalit Winery's boutique wines at the SerenD.P.T. Wine Experience, a unique venture of some of best wineries in Israel which have come together to offer a professional tasting experience, and which is regarded as one the best places to enjoy selected wines in Israel, on January 7, 2020 in Tel Aviv, Israel. The best wine places in Israel are found in the restaurants, hotels and wine bars that are a mecca for wine-lovers from home and abroad looking to savor the award-winning wines produced by the country's leading and boutique wineries alongside some of the world's most acclaimed wines. (Photo by David Silverman/Getty Images)
Food - Drink
How Restaurants May Be Tricking You Into Ordering Expensive Items
You might be surprised to learn that restaurant menus are more than just a piece of paper listing the food items available. It involves menu engineering, a covert strategy used by restaurants to direct customers toward the most expensive offerings.
Restaurant software company Plum describes menu engineering as a combination of psychology and marketing. The strategy stems from the Growth Share Matrix, a tool developed by Boston Consulting Group in the 1970s to help companies prioritize high-value items.
Menu engineering has certain basic elements, such as a "price anchor" or an eye-catching display of the most expensive menu items. "Bonus boxes," or items strategically placed to draw attention to those that may normally be ‌indulgent, but are less than a "price anchor" item.
Another element is "bracketing," which is the practice of serving the same dish in two different portions. The majority of customers will often choose the less expensive, smaller portion, which ends up being a more profitable choice for the restaurant.