The best restauranteurs also know a thing or two about psychology.
Dropping the dollar signs.
Using lots of delicious adjectives.
Selling with smell.
Being tricky with prices.
Wrapping it in bacon.
Boxing you in.
Sucking you in with sexy billboards (and commercials).
Offering two portion sizes.
Making friends with your kids.
Distracting you with expensive decoys.
Enticing you with the daily "special."
Making it hard to comparison shop.
Making you see red (and blue).
Inflating drink sizes.
You'll often see dishes named after families members--Grandma's Pecan Pie, Aunt Clara's Famous Meatloaf--because we're suckers for nostalgia. Diners are drawn to the idea of a secret family recipe being passed down from generation to generation, or someone's mother mixing up treats in the kitchen. In Bill Buford's national bestseller Heat, Mario Batali is quoted as saying, "I know it doesn’t make sense and I don’t understand it. But … women are better cooks."