Waiters and psychologists (Part 4)

People use each sense when making eating-related decisions. Since our senses can be influenced by using different factors, restaurant owners who are aware of this fact can increase their profit. When guests are pouring beer or wine for themselves, they pour 25% more if a short and wide glass is used (as opposed to a tall and narrow one). Mellow music and lights make people eat 150-200 fewer calories, enjoying the food more.

If classical music is played in a restaurant, guests tend to pick more expensive dishes. More drinks are sold if loud music is on in a bar or club. Scents work in a weird way: they are only efficient if the brain doesn’t or hardly perceives them! Most decisions are emotion-based. //

As the expert sees it

Dr. László Újszászi
Bogár
owner
meggyozes.hu

Our expert is Dr László Újszászi Bogár, a persuasion and influence technique expert, who also shares his knowledge with students at universities. Restaurants have to grab every opportunity to influence guests. In 2009 Söker studied the classification of restaurants and found: warm colours send the message to shoppers that prices are lower. Jacquier and Giboreau (2012) called attention to the fact that customers are less stressed in a room where red and black dominate. //

The above article is available for reading on p 143 of Trade magazin 2022.08-09.