Menu design is a crucial aspect of the restaurant industry, and it goes beyond just presenting a list of dishes. Restaurants strategically use language in their menus to influence customers' choices and increase sales. This practice is rooted in the psychology of consumer behavior and can greatly impact the dining experience.

One common technique used in menu design is the placement and formatting of menu items. Restaurants often highlight certain dishes by using bold, larger font sizes, or placing them in boxes or colored sections. This draws attention to those items and subtly encourages customers to consider them first. For example, a restaurant might use a larger font size and bold formatting to emphasize a signature dish like "Sizzling Steak with Garlic Butter."

Another powerful language technique is the use of descriptive adjectives. Restaurants carefully choose words that evoke positive emotions and create a sense of desire for a particular dish. For instance, instead of simply stating "Grilled Chicken," a menu might describe it as "Juicy Grilled Chicken with a Tangy Citrus Glaze." The addition of words like "juicy" and "tangy" enhances the appeal of the dish and entices customers to order it.

Furthermore, the strategic placement of prices on menus can also influence customers' choices. Research has shown that placing prices without a dollar sign (e.g., "12.99" instead of "$12.99") reduces the focus on cost and encourages customers to focus more on the enjoyment and value of the dish. Restaurants may also use "charm pricing" by ending prices with .99 (e.g., "9.99") to make the price seem more affordable and appealing.

In addition to language techniques, menu design can also incorporate visual cues to influence choices. Restaurants often use mouth-watering images or illustrations of their dishes to create a visual appeal and make customers more likely to order them. These visuals can evoke cravings and stimulate appetite, leading to increased sales.

References:

1. Wansink, B., & van Ittersum, K. (2012). Fast Food Restaurant Menu Boards: How Do They Promote Unhealthy Choices? Oxford Journals, 37(4), 670-684. doi: 10.1086/660838
2. Spence, C. (2017). Gastrophysics: The New Science of Eating. Penguin Books.