餐廳是怎麼引誘我們多花錢的
1. Items labelled "For Two", targeting Couples especially who are on a date. Priced for single person with per person printed with smallest font at the bottom of the price. Of course everyone forgets to multiply it by two.
有些餐館目標客戶是夫妻或者是情侶，菜品就會標上2份。價錢是單人份的，而“單人價格”被用最小號的字體印在菜單最底部。當然每個人都會忘了把價格乘以2.2. Justification and Ordering matter a lot. When menu items are left aligned and prices are sorted right aligned, you tend to order cheaper. Smart restaurants do the exact opposite of that. Some thing like this
菜單上的頁面佈局和順序也大有講究。當菜譜上菜名左對齊，價格右對齊時，你就更容易點便宜的菜。精明的餐館就會反着來。如圖所示（居中對齊）：Use of Adjectives. Using all sorts of vivid adjectives in description of a profitable dish placed next to not so vivid adjectives in description of a less profitable dish.
對形容詞恰如其分的使用。對於利潤高的菜品形容詞娓娓生動，反之則不然。
ing some Menu Items in boxes or borders catches attention. Restaurants place their profitable items in there.
將菜品名稱加框或者加粗來吸引顧客注意，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. Industry convention groups them into:
很多餐館銷售綜合類產品，不是所有菜品都能創造出相同的收益。行業內將它們如下分類：Stars: popular items with high margins
明星類：暢銷品且高收益Plow Horses: popular items with low margins
金牛類：暢銷品收益不高Dogs: unpopular items with low margins
瘦狗類：滯銷品收益不高Puzzles: unpopular items with high margins
問題類：滯銷品卻收益很高Examples of stars include pizzas, pastas, and omelets, which are popular, and relatively cheap to make, especially in bulk. Examples of plow horses include steaks, which are popular, but also relatively expensive for a restaurant to procure high quality product.
明星類產品比如，披薩，意大利麪和煎蛋卷，在大批量製作的時候尤其便宜。金牛類的產品，比如牛排，暢銷但由於餐館爲保證菜品的高品質，成本就會上升。1. Restaurants utilize particularly imaginative language
餐館傾向於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吸引食客點菜3. Restaurants will limit your choices
餐館限制你的選擇5. Restaurants design their menu
餐館用心設計菜單（讓顧客多消費）6. Restaurants are very tricky with their number
菜單的定價也是暗藏玄機（通常以9結尾）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?
你現在會選哪個？
