You’ve probably agonized over how to price your menu offerings, but many restaurant owners overlook the way their prices are formatted. Research suggests you should pay just as much attention to how you display those prices. A study by Cornell University found an 8.15 percent increase in average spending per person when the dollar sign was removed from a restaurant’s menu.
Removing the dollar sign shifts the consumer’s focus away from how much they have to pay onto more of what they’re craving—including indulgent items.
This technique is more suited to restaurant brands that are focused on quality, as opposed to price or value. Quick-service restaurants and value-oriented brands are less likely to experience a shift in consumer behavior by dropping the dollar sign.