Sneaky ways menus make you overspend
A chef-school grad reveals seven crafty restaurant tricks that lure you to more expensive items

I am totally proud. My younger son Ezra recently graduated from the CIA. Not the government spy agency but the Culinary Institute of America. Based in Hyde Park, N.Y., it trains chefs and restaurant managers, and according to its website, is “recognized as the world’s premier culinary college with an industry-wide reputation for excellence.” I hope so, because, over the years, we paid a lot of tuition.
Ezra’s education, however, included mastering some skills almost as surreptitious as those employed by a secret agent. Example: Menu engineering, the topic of his honors thesis.
“The menu is the heart of the restaurant. It embodies the restaurant’s demographics, concept, physical factors and personality,” Ezra wrote in solid prose that is an obvious genetic inheritance from his mother. But don’t kid yourself. A menu, he confided to me in an exclusive interview, is also a sales vehicle, and many restaurants — smart ones — use it to get you to eat right. And, we’re not talking about your health, but about their profits.
Read more: Tricks of the Restaurant Trade: 7 Ways Menus Make You Spend





