FOOD NEWS
The Clever Reason Restaurants Don't Have Dollar Signs On The Menu
BY SHARYN FLANAGAN
When deciding between so many delicious food offerings, you may not notice that many restaurant menus don’t put dollar signs in front of their prices.
This is because, in the restaurant's view, the menu is a marketing tool that should influence customers to order items for profitability. Dollar signs can obstruct that goal.
The visual repetition of dollar signs all over a menu can remind customers that they’re about to spend money, potentially discouraging them from ordering a more expensive item.
Without dollar signs, the communication of price is more subtle. Hypothetically, it keeps customers focused on browsing the offerings, rather than their cost.
The lack of dollar signs isn’t the only way restaurants influence customers. Everything from the font on the menu to the layout can influence how diners spend their money.