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3. Wordy Menu Descriptions

Think $12.95 is too much to pay for a salad? What if it’s a Kentucky Bibb lettuce salad with heirloom tomatoes, Maytag blue cheese, crispy bacon and homemade bourbon-infused vinaigrette? Carefully crafted descriptions can soften the price in a customer’s head, says Gregg Rapp, a menu engineer with 31 years of experience helping restaurants increase profits. In particular, descriptions that use geographic labels (Austin Tex Mex), nostalgic terms (Uncle Bob’s barbecue), sensory triggers (sizzling, savory, creamy) and brand names (San Marzano tomatoes) are most effective at creating a sense of value for customers.

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The opinions expressed are solely those of the author and do not necessarily reflect the views of Comcast.

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