The Clever Reason Restaurants Avoid Dollar Signs On Their Menus

By maks in Food & Drink Published On 24th April 2024

If you've dined out recently, you might have noticed something interesting about how restaurants are presenting their menus.

Checking out the menu is part of the fun of eating out, even if you’ve peeked online beforehand and already decided what to order.

However, take a closer look at the numbers next to each item—the prices. You might see that many places no longer include a dollar sign or any currency symbol next to the amounts.

Whether you're stopping in for a quick coffee or treating yourself to a lavish meal, many places now opt to list prices with just plain numbers.

In some instances, you might also notice that prices are listed with only one decimal point.

Instead of "Coffee - $5.50," you'll see "Coffee - 5.5".

This isn’t just some trendy or minimalist aesthetic choice. There’s actually a deeper reason behind it.

If you thought it’s a "psychological marketing tactic to try and get you to spend more money," you're right.

This strategy is designed to make you think less about spending money.

Imagine you’re at a restaurant, whether you’re with a date, a friend, or just enjoying some alone time.

Thinking about how much you’re spending can really kill the vibe.

Removing the currency symbol takes the sting out of the numbers.

Most of us know what $15.70 feels like when it hits the bank account. But "15.7"? That seems less immediate, less real. It shifts our focus from the cost to how appealing the menu item sounds.

This isn't the only tactic restaurants use to nudge spending.

Take the wine list, for example. It’s a whole different game and an opportunity for restaurants to really boost their profit margins.

Having a separate "wine list" elevates the status of the wine compared to other drinks.

While we might have a ballpark idea of what's a reasonable price for a beer, a cocktail, or a spirit and mixer, the price of wine can range dramatically—from $10 a bottle to $10,000.

Restaurants bank on the fact that most patrons won’t know the true value of a specific bottle of wine.

So, they might pick up a bottle from a vineyard that sounds exquisite, which they purchased wholesale for $8, and then mark it up significantly: "Chateau Marseillaise La Rouge - 35.6".

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