Have you ever read a menu and suddenly found yourself craving something you never even considered ordering? That’s not magic—it’s psychology at play. Restaurants don’t just serve food; they craft experiences, and menu descriptions are one of the most powerful tools for persuasion.
Studies show that menu descriptions trigger almost half of the guests’ order decisions. From sensory-loaded words to metaphor-driven storytelling, small tweaks in how dishes are described can dramatically boost sales and nudge customers to order specific dishes or daily specials.
The Metaphor Effect: Making Food an Experience
Metaphors aren’t just for poets; they have a profound influence on decision-making. The metaphor effect refers to how abstract comparisons help people understand and connect emotionally with an idea. When applied to menus, metaphors turn food into an experience rather than just a meal.
For example, imagine two descriptions for the same dish:
Option A: Spicy Shrimp Tacos with Avocado
Option B: Fiery Baja Sunset Shrimp Tacos
Option A: Bacon Cheeseburger
Option B: Backyard BBQ Classic Burger with Bacon
In each example, the second option paints a picture using metaphors that tap into emotions. The description creates a subconscious association with a vivid, desirable memory or experience. This type of description makes a dish feel more special—ultimately leading to greater perceived value and increased sales.
Sensory Words: Triggering Taste Before the First Bite
Words that engage the senses—sight, sound, smell, touch, and taste—help customers mentally experience a dish before they even order. Sensory-loaded menu descriptions can increase sales by up to 27%.
Compare these two:
Option A: Chocolate Cake
Option B: Velvety, Dark Chocolate Lava Cake with a Lush, Molten Center
The second description doesn’t just list ingredients—it creates anticipation. Words like “velvety” and “lush” engage touch and texture, while “molten” suggests warmth and decadence. This primes customers for a richer sensory experience and a willingness to pay more.
Use sensory words that highlight textures and flavors:
Option A: Grilled Wild-Caught Salmon
Option B: Char-grilled Wild Alaskan Salmon with Buttery Herb Infusion.
Option A: Mac and Cheese
Option B: Creamy, Smoked Cheddar Mac with a Crispy Parmesan Crust.
Storytelling: The Power of Nostalgia
People are suckers for stories, especially when it connects them to heritage, tradition, or nostalgia. Studies show that when a menu describes a dish’s origins, sales increase 6% to 10%—because people perceive the food as more authentic and valuable.
Option A: French Onion Soup
Option B: Parisian Café-Style French Onion Soup, Slow-Simmered with Aged Gruyère and a Crusty Baguette
The second description takes you to a charming café in Paris, making the dish feel special. Customers aren’t just buying soup—they’re buying a trip to France in a bowl.
Highlight farm-to-table sourcing, cultural traditions, or personal connections. "Grandma’s Secret-Recipe Apple Pie" sounds far more enticing than just “Apple Pie.”
The Price Perception Hack: Justifying Premium Prices
A well-crafted menu description can make customers feel less price-sensitive. Studies show that people are more willing to pay a higher price when a dish has a compelling description. If the dish has premium ingredients, highlight them in the name.
Compare these two items:
Option A: Ribeye Steak – $32
Option B: Hand-Cut, 28-Day Aged Prime Ribeye with Garlic Herb Butter – $32
Option A: Pasta with Truffle - $32
Option B: Silky Handmade Pasta Tossed in Earthy Black Truffle Essence – $32
In both cases, the second option justifies the price by emphasizing quality, craftsmanship, and indulgence. Suddenly, $32 feels like a deal.
By applying these psychological principles, you can turn your menu into a powerful sales tool—one that not only increases revenue but also enhances the dining experience.
Dr. Melissa Hughes is a keynote speaker, author, and self-proclaimed neuroscience geek. She is the author of Happy Hour with Einstein, and Happier Hour with Einstein: Another Round. Dr. Hughes combines extensive research in neuroscience, behavioral science, and psychology to help restaurateurs and hoteliers apply science to create exceptional guest experiences.
Learn more at MelissaHughes.rocks.