A restaurant menu—no big deal, right? It’s just a list of the food items that a restaurant offers its customers. Sure it is. Plus a whole lot more.

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Before menus ever make it to the printer, restaurant owners hire menu engineers and consultants to bury super sneaky psychological tricks into the pretty pictures and mouth-watering descriptions for one reason only—to get you to spend more money. 

Want to beat restaurants at their own game? Here’s your cheat sheet listing the sneakiest of sneaky tricks.

Dollar signs

Sophisticated research tells restaurants to stop including dollars signs on their menus because a dollar sign—or even the word “dollar” spelled out instead—triggers negative feelings associated with paying. Both the sign and the word remind customers that they’re spending money. (Well, imagine that!)

Number choices

Menu designers work under a strict list of rules, one of which has to do with the number 9. Consumers have been taught to believe that prices that end with 9, such as $7.99, offer value but not necessarily quality. And get this, prices that end in .95 instead of .99 are more effective, meaning subconsciously, customers are more likely to choose them because the way the price appears to be friendlier.

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