1. Items labelled "For Two", targeting Couples especially who are on a date. Priced for single person with per person printed with smallest font at the bottom of the price. Of course everyone forgets to multiply it by two.

有些餐馆目标客户是夫妻或者是情侣，菜品就会标上2份。价钱是单人份的，而“单人价格”被用最小号的字体印在菜单最底部。当然每个人都会忘了把价格乘以2.

2. Justification¹ and Ordering matter a lot. When menu items are left aligned² and prices are sorted right aligned, you tend to order cheaper. Smart restaurants do the exact opposite of that. Some thing like this菜单上的页面布局和顺序也大有讲究。当菜谱上菜名左对齐，价格右对齐时，你就更容易点便宜的菜。精明的餐馆就会反着来。如图所示（居中对齐）：

3.Good Use of Adjectives. Using all sorts of vivid adjectives in description of a profitable dish placed next to not so vivid adjectives in description of a less profitable dish.

对形容词恰如其分的使用。对于利润高的菜品形容词娓娓生动，反之则不然。

4.Putting some Menu Items in boxes or borders catches attention. Restaurants place their profitable items in there.

将菜品名称加框或者加粗来吸引顾客注意，那种菜品是餐馆牟利最多的。

Most restaurants sell a mix of items, and not all dishes are created equally. Industry convention groups them into:

很多餐馆销售综合类产品，不是所有菜品都能创造出相同的收益。行业内将它们如下分类：

Stars: popular items with high margins³

明星类：畅销品且高收益

Plow⁴ Horses: popular items with low margins

金牛类：畅销品收益不高

Dogs: unpopular items with low margins

瘦狗类：滞销品收益不高

Puzzles: unpopular items with high margins

问题类：滞销品却收益很高

Examples of stars include pizzas, pastas, and omelets, which are popular, and relatively⁵ cheap to make, especially in bulk⁶. Examples of plow horses include steaks, which are popular, but also relatively expensive for a restaurant to procure⁷ high quality product.

明星类产品比如，披萨，意大利面和煎蛋卷，在大批量制作的时候尤其便宜。金牛类的产品，比如牛排，畅销但由于餐馆为保证菜品的高品质，成本就会上升。

1. Restaurants utilize⁸ particularly imaginative language餐馆倾向于用令人印象深刻的措辞

2. Restaurants use photographs to entice⁹ diners餐馆用菜单上的图片来吸引食客点菜

3. Restaurants will limit your choices

餐馆限制你的选择

5. Restaurants design their menu

餐馆用心设计菜单（让顾客多消费）

6. Restaurants are very tricky¹⁰ with their number菜单的定价也是暗藏玄机（通常以9结尾）

7. Daily restaurant specials

所谓的“每日特餐”

the small one or the large one?>You can buy a small popcorn¹¹ for $3>or a large one for $7 So which one will you choose?

小份还是大份的爆米花？小份3美元，大份7美元

So now what will be your pick?

你现在会选哪个？