They’ll come with that somber (or elegant-looking), leather-bound menu filled with tight italicized descriptions and sumptuous-looking images of food, right in front of your table. The weight and appearance, according to Gray, determines how the customer perceives the establishment. Simple tweaks on the general order of the items also have an impact on the choice of food to be served. But that’s not all.

Sweet, sentimental and indulgent descriptions can always get you

Using British retailer Marks & Spencer as an example, the post goes ahead to elaborate the power of carefully chosen words, how they are presented and what the world doesn’t know, eventually benefit the eatery. There is a lot to this, including adding the name of the drink’s inventor, the origin of the food, and use of indulgent sounding descriptions as well as what notable research institutions like Stanford University, California, discovered.

It is a smart way of altering the customer’s mind

Longer, exceptional descriptions for expensive foods seemingly convince the customer that the price perhaps befits the food. More importantly, Richard Gray helps you understand the choice of “Sweet words” to choose, picture selection, optimizing the words selected and how to present them if you are planning to enter this business. The post gets a bit interesting when you consider that most of these tricks have scientific reasons behind them. It isn’t a surprise, therefore, when he says sales shoot by even “3,500%,” or even more. In the end, however, it becomes clear why you will find some restaurants and food parlors serving similar foods as local ones, yet racking in massive profits over the same types of food. At the end of this piece, it becomes clear why the restaurant industry spends tens of billions of dollars in designing their menus, rather than marketing the business. If you would like to read through this article, do click here.