The Behavioral Economics of Restaurant Menus

At its most basic, a menu is simply a way for a restaurant to communicate its offerings and their prices to its customers. But perhaps even more important, says Alison Pearlman, the author of a new book on menus called May We Suggest, a menu has to convince diners that they want what the restaurant is selling. So how do menus do that—and are they somehow subconsciously manipulating our choices? Are there universal principles of effective menu design that savvy diners can identify and outsmart? ….[READ]