The price of the menu can also increase sales by utilizing psychology.

Let's take a quick look at what psychology says is extreme hedging.

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What menu do we choose when we look at the menu at the restaurant? Something expensive? Something cheap? Medium price?

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For example, there are course A and course B dishes that are currently 40,000 won in Chinese restaurant. By the way, if you want to make the expensive course A the main menu, what's the best way to do it? 

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To tell you the answer, you can add a product that is more expensive than course A. 

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You can create an expensive S course (60,000 won) and offer three options to consumers. In this case, people are more likely to choose the mid-priced A course due to the 'extreme avoidance' trend. Moreover, you feel comfortable when you choose "middle." In behavioral economics, people's tendency to behave is called extreme avoidance

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◇ Pricing menu using psychology

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This is what the average sushi restaurant says when it comes to taking orders from customers. 

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"The most delicious raw fish is this." 

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What would the customer think if the menu was the most expensive menu in the store?

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When you hear this, you may think you've recommended something expensive to make a profit.

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So how should we negotiate with a guest? 

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While contemplating, I found one singularity in the appearance of the guests. It was when customers looked down at the menu and went up again to the lower end of the line as the price became more expensive.

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I had a good idea and asked my aunt to do this.

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"Aunt, please list the high prices on the menu first."

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Then something strange happened.

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The lowest-priced 60,000 won menu, which had been the best seller before, has seen a noticeable drop in orders even though the quantity and quality remain the same. Customers thought they would still have to order in the mid-price range, and sales increased.

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- 'The one who gets caught has different sales.'

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* Historically, the best time for civilization was not when it was flat but when it was painful. Crisis leads to awakening and awakening leads to novel and creative direction.

- Arnold Toynbee.