Manipulative menus

Gone are the days when a menu was a simple piece of paper listing items and prices. Restaurants see it as the last piece of advertising a guest sees before ordering. So it’s only natural that large restaurant chains have brought in psychologists and sociologists and lots of other professions whose titles end in “ologist” to make menus as effective as can be.

Certain little tricks can improve sales up to 10 percent, according to the National Restaurant Association. The adjective “marinated” increases sales while “fried” has the opposite effect. (Try pan-browned instead.) Daily specials should be highlighted in a different font or preferably a different color. Pictures and drawings help. The “power position” on the menu should be on the right page and just above center level. This is the spot for items with “high margin and appeal.” Dollar signs are to be avoided.

Some good examples in Kansas City: