You may have noticed that upscale restaurants list prices as “10” instead of “$10.00.” This isn’t simply for aesthetics. Research shows that removing dollar signs reduces what psychologists call “payment pain,” the mental discomfort we feel when spending money.

“When you see ‘$10.00,’ your brain immediately processes that as money leaving your wallet,” says Harrington. “But when it’s just ‘10’, it feels more like a number than a price. This simple trick can increase spending.”
 
 
2. The “Goldilocks” Pricing Rule

Most menus strategically place three similar items at different price points. The middle option usually offers the best profit margin for the restaurant, and it’s exactly where most diners gravitate.

“They’ll show you a $28 sirloin, a $42 ribeye, and a $65 wagyu,” Harrington explains. “Suddenly, that $42 option looks reasonable, even though it might be” more than you intended to spend.
 
 
3. Decoy Dishes

Some menu items exist purely to make other dishes seem like bargains. That $95 lobster special isn’t meant to be ordered frequently. Rather, it’s there to make the $55 salmon look affordable.

“Restaurants will include one ridiculously expensive item that makes everything else seem reasonable by comparison,” notes Harrington. “It’s anchoring at its finest.”
 
 
4. Eye-Path Placement

Menus are designed based on how our eyes naturally move across a page. The most profitable items get placed in the upper right corner, the first place most people look after scanning the center.

“Your eyes typically hit the center of the menu first, then move to the upper right,” says Harrington. “That’s premium real estate, and restaurants use it for their highest-margin dishes.”
 
 
5. The Power of Descriptions

Long, descriptive names make dishes seem more valuable. “Grilled Chicken” becomes “Herb-Crusted Free-Range Chicken Breast with Roasted Seasonal Vegetables and Garlic Aïoli.”

“The more words they use, the more you’re usually willing to pay,” Harrington observes. “Each adjective adds perceived value, even if the actual dish is quite simple.”
 
 
6. Strategic Typography

High-profit items get visual emphasis through bold fonts, boxes, or different colors. These design elements draw attention without being obvious about it.

“If something stands out visually, there’s usually a financial reason behind it,” Harrington points out. “Restaurants highlight what they want you to order, not necessarily what’s best for your wallet.”