5 Psychological Tricks to Boost Your Restaurant Sales

The anchoring effect is a cognitive bias that influences people's decision-making based on the initial piece of information they receive. When applied to restaurant sales, you can utilize the anchoring effect to increase average order values and overall sales. Here are some strategies to leverage the anchoring effect in your restaurant:

1. Set a higher-priced "anchor" item: Place a high-priced item at the top of your menu, which serves as a reference point for other menu items, i.e. the anchor. This can make other dishes appear more reasonably priced and encourage customers to choose higher-priced options.

Arrange your menu in a way that places the higher-priced items at the beginning of each category. This ensures that customers encounter the higher prices first, anchoring their expectations for subsequent choices.

1. Highlight premium dishes: Use strategic menu descriptions, vivid imagery, or highlighted sections to draw attention to high-margin or higher-priced items. By emphasizing their quality, uniqueness, or value, you can anchor customers towards those options.

2. Offer bundles or packages: Create bundled deals that combine multiple items, such as a meal combo or a tasting menu. Set the price point for these packages higher than the individual items' total cost, creating a perceived discount and encouraging customers to choose the bundled option.

3. Offer limited-time specials: Create time-limited promotions or limited-availability items with higher prices. This creates a sense of urgency and scarcity, leveraging the anchoring effect to encourage customers to try those items before they are gone.

4. Train staff to suggest higher-priced items: Encourage your staff to make recommendations that steer customers towards higher-priced dishes or additional upgrades. Well-trained servers can effectively highlight the value or appeal of these options, reinforcing the anchoring effect.

Anchoring effect can be beneficial for increasing sales in restaurants but it is important to strike a balance between profitable pricing and fair pricing to maintain customer satisfaction and loyalty.

BONUS - Utilize decoy pricing: Include a high-priced menu item with attributes that make it less appealing than a slightly lower-priced but more attractive option. By presenting the decoy, you can influence customers to choose the option you want them to select.