餐廳是怎么引誘我們多花錢(qián)的?

1. Items labelled "For Two", targeting Couplesespecially who are on a date. Priced for single personwith per person printed with smallest font at thebottom of the price. Of course everyone forgets tomultiply it by two.

有些餐館目標(biāo)客戶(hù)是夫妻或者是情侶，菜品就會(huì)標(biāo)上2份。價(jià)錢(qián)是單人份的，而“單人價(jià)格”被用最小號(hào)的字體印在菜單最底部。當(dāng)然每個(gè)人都會(huì)忘了把價(jià)格乘以2.

2. Justification and Ordering matter a lot. Whenmenu items are left aligned and prices are sortedright aligned, you tend to order cheaper. Smartrestaurants do the exact opposite of that. Some thing like this

菜單上的頁(yè)面布局和順序也大有講究。當(dāng)菜譜上菜名左對(duì)齊，價(jià)格右對(duì)齊時(shí)，你就更容易點(diǎn)便宜的菜。精明的餐館就會(huì)反著來(lái)。如圖所示(居中對(duì)齊)：

3.Good Use of Adjectives. Using all sorts of vivid adjectives in description of a profitable dishplaced next to not so vivid adjectives in description of a less profitable dish.

對(duì)形容詞恰如其分的使用。對(duì)于利潤(rùn)高的菜品形容詞娓娓生動(dòng)，反之則不然。

4.Putting some Menu Items in boxes or borders catches attention. Restaurants place theirprofitable items in there.

將菜品名稱(chēng)加框或者加粗來(lái)吸引顧客注意，那種菜品是餐館牟利最多的。

Most restaurants sell a mix of items, and not all dishes are created equally. Industryconvention groups them into:

很多餐館銷(xiāo)售綜合類(lèi)產(chǎn)品，不是所有菜品都能創(chuàng)造出相同的收益。行業(yè)內(nèi)將它們?nèi)缦路诸?lèi)：

Stars: popular items with high margins

明星類(lèi)：暢銷(xiāo)品且高收益

Plow Horses: popular items with low margins

金牛類(lèi)：暢銷(xiāo)品收益不高

Dogs: unpopular items with low margins

瘦狗類(lèi)：滯銷(xiāo)品收益不高

Puzzles: unpopular items with high margins

問(wèn)題類(lèi)：滯銷(xiāo)品卻收益很高

Examples of stars include pizzas, pastas, and omelets, which are popular, and relatively cheapto make, especially in bulk. Examples of plow horses include steaks, which are popular, butalso relatively expensive for a restaurant to procure high quality product.

明星類(lèi)產(chǎn)品比如，披薩，意大利面和煎蛋卷，在大批量制作的時(shí)候尤其便宜。金牛類(lèi)的產(chǎn)品，比如牛排，暢銷(xiāo)但由于餐館為保證菜品的高品質(zhì)，成本就會(huì)上升。

 

 

1. Restaurants utilize particularly imaginative language

餐館傾向于用令人印象深刻的措辭

2. Restaurants use photographs to entice diners

餐館用菜單上的圖片來(lái)吸引食客點(diǎn)菜

3. Restaurants will limit your choices

餐館限制你的選擇

5. Restaurants design their menu

餐館用心設(shè)計(jì)菜單(讓顧客多消費(fèi))

6. Restaurants are very tricky with their number

菜單的定價(jià)也是暗藏玄機(jī)(通常以9結(jié)尾)

7. Daily restaurant specials

所謂的“每日特餐”

the small one or the large one?>You can buy a small popcorn for $3>or a large one for $7 So which one will you choose?

小份還是大份的爆米花?小份3美元，大份7美元

So now what will be your pick?

你現(xiàn)在會(huì)選哪個(gè)?