Menus are one way a restaurant attempts to build trust with you and if the menu you’re looking at has a well thought out design, psychology is playing a major role.

The Menu Is Part Of The Brand

A restaurant’s menu is part of its brand and how it looks sends out subtle signals to the customer. A dirty menu may send a message that the kitchen is dirty. A bright, clean, well-designed menu probably means a clean, well-designed operation.

Menu design affects the bottom line, too. Thoughtful menu redesign can improve sales by an average of 2 to 10% — by subtly directing customers to order higher profit margin items.

Is It Your Decision What To Order?

Customers don’t really decide — on their own — what to order. If done right (from the restaurant’s point of view), a menu should lead customers to what the restaurant wants them to order. The trick is where the menu items are placed, the graphics, and the descriptions. For a four-page menu (including the front and back covers) the “position of power ” is above the center on the inside right page.

A menu item’s position on a list also affects sales. Human tendency is to remember the top two and the bottom item on a list. High profit margin and high appeal items get high profile spots.  Logic plays a role, too, like putting appetizers in the top left panel — a high-profile position the eyes get to first since appetizers are usually the first things people eat.

The font, the print size, boxes, and shading all help draw attention to an item. Menus need to be graphically exciting, but people have to be able to read them. Things like borders, illustrations, symbols and bold type also focus attention.

Although the same item may sell differently when it’s put in a different spot on the menu, servers play a major role in determining what customers ultimately order. A well-designed menu helps to steer people in the direction the restaurant wants them to go but it’s the servers who close the deal.


The Importance Of Words

Some words have more selling power than others.  “Roasted” or “cooked in our wood-fire oven” are more attractive than “fried.”  If the item actually is fried, describing it as hand-battered, which tells customers the item is fried without saying it’s fried, sounds better.  Making the descriptions of high-profit, high-quality items more appealing than others directs customers to them.

There’s most likely a continuum of appeal. What the restaurant really wants to sell should sound as delicious as possible. The other items should sound good and taste good —just not as good as the signature dishes.

Where Do The Numbers Go?

There’s an art behind the placement of prices on the menu and that placement is critical. Aligning prices in a straight column on the right leads customers to “shop-by-price” because despite mouth-watering descriptions, the eye tends to go straight to the prices.

Customers are savvy and listing menu items with the prices from most expensive to least expensive is something they quickly figure out. Experts recommend positioning the item’s price at the end of the description, in the same type and boldness, and without a dollar sign (even the dollar sign makes the customer a little more aware of the price) — an approach that helps the customer focus on the product rather than the price.

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Don’t you hate it: you’ve been so much attention to what you eat and your healthy eating habits are really getting grooved.  You’re starting to feel and look great, but, oh boy, you have to go to something big.  It could be a wedding, a dinner party, or dinner at a fabulous restaurant.

First thought: I’m going shopping for something great to wear.

Second thought: The food is going to be awesome.  Is this going to make me blow my careful eating and, then, forget it — it’s all down hill from there.

The Dilemma

You want to enjoy yourself and be able to have some of the restaurant’s “specialty of the house” or a bunch of hors d’ oeuvres followed by a delicious piece of cake at your friend’s wedding.

What To Do?

Prep like your final exam is tomorrow.

Remember cramming for finals?  Hit the books and collect some information.  Research the menu of the restaurant you will be going to or call your host or event planner to find out what will be served at your event.

Many restaurants have their menus online – or you can stop in for a preview.  If you nicely give your host, the caterer, or the event planner a solid reason for wanting to know the menu, you’ll be surprised at how accommodating most can be.

After you’ve researched what can be ordered and/or what will be served, you can then come up with your plan.   If you want that fantastic dessert perhaps you decide to keep your hand out of the breadbasket.  Do you want to have wine with dinner?  Maybe forego a cocktail (or two) – and its calories – before dinner.  Want the very special hors d’oeuvre?   Maybe dessert gets jettisoned.

The point is:  You are in control and can choose what you want to do.  But planning is important.  Make up your mind what you’re going to do ahead of time and commit to it.

A game time decision means that you’re making decisions when too many enticements are already in front of you.  That’s not easy to do.  So, do your research, come up with a plan, and stick to it.  Allow yourself something special – don’t take that away.  But, maybe stick to one or two special treats, not an ongoing feast.  You’ll feel fantastic, in control, and tremendously proud of yourself.  You’ll have had something delicious -– and your new clothes will still look just as great.  Most importantly, those new healthy eating habits are still intact and have and will continue to serve you well.

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Fortunately, for them, they have knowledge and their skill in the kitchen at their disposal to make food more flavorful, perhaps downright delicious, while cutting back on the use of sugar, fat, and salt.

What The Slimmed Down Chefs Do

According to an article in The Daily News, what they do is:

• Reengineer their palates:  Richard Blais of Top Chef fame followed a vegan diet for 30 days to jump start his 60 pound weight loss.  He says it was a palate cleanser that made him aware of how sweet, fatty, and salty his food was.  Art Smith, Oprah’s former chef, lost 95 pounds by changing the way he ate – incorporating more whole foods, eating six meals a day, and making uncomplicated food, often following the same menu most days of the week.

• Eat smaller portions:  Aside from eating smaller meals more frequently, some chefs like Houston’s Ronnie Killen, who lost 215 pounds, eats four ounces of a 16 ounce steak and saves the rest for another meal.

• Find new ways to add flavor and devise new ways to add taste but not tons of calories:  New York City’s Michael Psilakis poaches garlic in olive oil and then adds the garlic to various foods to really punch up the flavor of lower calorie items like mussels and gigante beans.  Many of the chefs use onion, garlic, and many herbs and spices for flavor.

• Indulge occasionally (or have a planned cheat day):  Many of the chefs, like Art Smith, build in a cheat day or leave room in their calorie budget for the occasional indulgence by eating lighter meals and fewer calories in anticipation of the indulgence.

• Exercise:  almost all of the chefs move around more than they did.  New York’s Rocco Dispirito became a triathlete, but Art Smith, who has a rigorous workout routine, says he sometimes just blasts music and dances.

The Bottom Line

Whatever routine a chef follows, they all seem to have become aware of  portion sizes.  They’ve learned about calories and the overabundance of sugar, fat, and salt in many recipes.  And, they move more.  They do not deprive themselves.  They may restrict the amount of food that they eat – but they are eating whole food with good flavor and they’re making room for the occasional, not daily, indulgence.

Art Smith cautions that dessert is a treat. As he says, “If you have dessert every day, then it’s no longer a treat.”

Try following their strategies when you’re cooking at home – or even when ordering in a restaurant.

If we could just get more chefs to offer smaller portions of delicious and healthy whole foods in their restaurants and food companies to do the same with their prepared products it would be a whole lot easier to lose and/or maintain weight and to be mindful of portion size.

The post Have You Noticed That Some Well-Known Chefs Are Shrinking? appeared first on Eat Out Eat Well.

Losing Track

Friends and family also influence how much you eat. Sometimes you can get so involved in conversation that all the monitoring of what pops into your mouth goes out the window.  Have you ever looked down at your plate and wondered where all the cookies went or how you managed to work your way through the mile high dish of pasta or the four pieces of pizza?  How many tastes did you take of everyone else’s meal and dessert?  Those tastes aren’t like invisible ink.  Those calories count, too.

Who Sets the Pace?

You tend to mimic your table companions. They eat fast, you eat fast.  They eat a lot, you eat a lot.  Ever wonder why you look at some families or couples and they’re both either heavy or slender?  As Brian Wansink, PhD says in his book, Mindless Eating, “birds of a feather eat together.”

How Much More?

Wansink reports on a study that shows how strong the tendency is to increase how much you eat when you eat with others.  Compared to eating alone, you eat, on average:

• 35% more if you eat with one other person
• 75% more with four at the table
• 96% more with a group of seven or more

Why?

The pattern of eating more when we’re in larger groups than when we’re eating alone is common in adults. One reason is a phenomenon called “social facilitation,” or the actions that stem from the stimuli coming from the sight and sound of other people doing the same that that you’re doing. When you’re eating in groups, social facilitation can help override the brain’s normal signals of satiety.

Some Helpful Tips:

• Think about who you are eating with – and why.  If you want to have a blast and don’t care about how much you eat – eat with a big group and chow down.
• If you want to be careful about what and how much you eat, think about eating lunch with your salad (dressing on the side, please) friends rather than the pepperoni pizza group.
• You tend to adjust your eating pace to that of your companions.  So, sit next to the slow eaters rather than the gobblers if you’re trying to control how much goes into your mouth.

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No kidding.  You tend to eat for a longer amount of time — and eat more — when you’re with people you like compared to when you eat alone.  It could be because you mindlessly nibble while someone else talks, you’re using the good manners you were taught in fifth grade about not letting someone else eat alone, or you’re just having fun and enjoying your food. Most of us tend to stay at the table longer when we’re with others.   Bottom line:  The longer you stay at the table, the more you eat.

Losing Track

Here’s the other thing:  friends and family influence what you eat.  Sometimes, it’s so easy to get involved with the conversation (or argument) that all the monitoring of what goes into your mouth goes out the window.  Look down at your plate.  Did you ever wonder where all the cookies went or how you managed to work your way through the mile high dish of pasta or the four pieces of pizza?  How many tastes did you take of everyone else’s meal and dessert?  Those tastes aren’t like invisible ink.  Those calories count, too.

Who Sets the Pace?

You tend to mimic your table companions.  They eat fast, you eat fast. They eat a lot, you eat a lot. Ever wonder why you look at some families or couples and they’re both either heavy or slender?  As Brian Wansink, PhD says in his book, Mindless Eating, “birds of a feather eat together.”

96% More

Wansink reports on a study that shows how strong the tendency is to increase the amount that you eat when you eat with others.  Compared to eating alone, you eat, on average:

• 35% more if you eat with one other person

• 75% more with four at the table

• 96% more with a group of seven or more.

SocialDieter Tip:

Think about who you are eating with – and why you’re eating with them.  If you want to have a blast and don’t care about how much you eat – eat with a big group and chow down.  But, if you want to be careful about what and how much you eat, think about eating lunch with a salad (dressing on the side, please) friend rather than the large pepperoni pizza group.  Remember, without thinking about it, you tend to adjust your eating pace to that of your companions.  So, sit next to the slow eaters rather than the gobblers if you are trying to control how much goes into your mouth.

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Where Would You Rather Eat?

Duh!!!  Obviously, most people would choose the beautiful settings in the Martha’s Vineyard or Tuscany pictures — or anywhere in the world that is just as serene and welcoming.

But . . . the real question is:  what is your goal?

The Setting And Your Surroundings Will Affect How Much You Eat

They will also affect how fast you eat and how long you take to eat.  According to Brian Wansink, author of Mindless Eating and director of Cornell’s Food and brand Lab, the atmosphere of a restaurant can get you to overeat in two ways:  if it’s really pleasant you want to stay longer — and therefore order and eat more, or if it is very brightly lit and perhaps loud and irritating you usually gulp and run, probably overeating before you realize that you’re full.

Red and Gold Decor Versus White Tablecloths

Fast food and high turnover restaurants are decorated for speed eating.  No pleasant pastels and soft music here. Instead you’ll find loud music, noise reflecting off of hard surfaces, and high arousal color schemes, often red and gold.  It takes about 20 minutes for your stomach to communicate to your brain that  you are full and this red and gold, noisy environment makes you gulp your food and reach for more way before 20 minutes have come and gone.

On the other hand, people tend to linger at restaurants with low lighting, soft music, flowers, and tablecloths.  The attentive waitstaff are there to offer you more and more food courses — and you are likely to jump at the offer(s). In this type of eating environment you end up ordering and eating more than you had planned.

SocialDieter Tip:

Restaurant decor is not an accident — it is designed with the intention of keep you at the table longer or getting you to eat and run.  How long does it take you to gobble down a Big Mac or chow mein?  The red and gold color schemes in many Chinese and fast food restaurants encourage you to chow down quickly.   The white tablecloths and soft music of the “fancy” restaurant you frequent make it oh so easy to linger longer — and order another glass of wine, dessert, coffee, and after dinner drink.  Know your setting:  pace yourself in the speed environment and avoid the temptation to keep ordering in the relaxed environment.

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Shiny Foil Packets Of Butter

It used to be only butter on bread – big slabs, small pots, or foil wrapped rectangles.  You can still find all of these – what would a diner be without those sometimes rock hard, sometimes soft and squishy, gold or silver foil wrapped butter packets?

Butter or Oil?

Butter has stiff competition from olive oil for bread sopping and dipping – as opposed to butter spreading.  Olive oil arrives green or golden, plain, herbed or spiced.  It can be just plopped down on your table, or poured with flourish from a dark tinted bottle.  Some restaurants offer a selection for dipping – and attempt to educate you about the variation in flavors depending upon the olives’ country of origin.

Hidden cameras in Italian restaurants showed that people who put olive oil on a piece of bread eat more fat and calories than if they use butter on their bread. But, the olive oil users end up eating fewer pieces of bread.

For the study, 341 restaurant goers were randomly given olive oil or blocks of butter with their bread. Following dinner, researchers calculated the amount of olive oil or butter and the amount of bread that was consumed.

How Much Butter, How Much Oil, How Much Bread?

Adult diners given olive oil for their bread used 26% more oil on each piece of bread compared to those who were given block butter, but they ended up eating 23% less bread in total.

The researchers found:

• Olive oil users used 26% more olive oil on each slice of bread compared to block butter users (40 vs. 33 calories)

• Olive oil users ate 23% less bread over the course of a meal than the people who used butter

The olive oil users had a heavier hand than the butter users – for individual slices of bread.  However, over the course of the meal when the total amount of bread and either oil or butter was accounted for, the olive oil users used more per slice, but, overall they ate less bread and oil over the course of the meal. They also took in 17% fewer bread calories:  264 calories (oil eaters) vs. 319 calories (butter eaters).

SocialDieter Tip:

Butter, oil, and bread all add significant calories to a meal. A tablespoon of olive oil has 119 calories, a tablespoon of butter has 102 calories, one pat of butter has around 36 calories.  Butter and oil are all fat; olive oil is loaded with heart healthy monounsaturated fat, butter is filled with heart unhealthy saturated fat.  Bread varies significantly in calories depending on the type of bread and the size of the piece.  Most white bread and French bread averages around 90 to 100 calories a slice. Most dinner rolls average 70 to 75 calories each. The bread and butter or olive oil pre-dinner (and maybe during dinner) ritual can be a real caloric bump for a meal, without much nutritional value.  So many of us chow down mindlessly on bread and butter or oil before a meal – because we’re hungry – or, because it’s there for easy nibbling.  Choose to eat it or don’t let the bread basket land on your table.  The choice is yours – just be mindful of the calories.

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Have you ever looked down to see crumbs all over your lap with a telltale wrapper clutched in your hand, and asked yourself, “Why did I eat that?”  Or, maybe after your second helping of spaghetti followed by ice cream, followed by a horrendously full stomach you’ve thought, “I’m such an idiot, why did I eat all of that?”

Why, Oh Why?

Why do we eat so much – often when we’re not even hungry? There are a bunch of reasons. They’re not difficult to understand – the hardest part is forcing yourself to take a good look at your habits and routines.

What Time Is It?

You might not realize it, but your body generally likes routines and your brain likes structure. One reason you’re hungry at noontime is because you’ve taught your body to expect breakfast, lunch and dinner around the same time every day. So you eat at the appointed hour – hungry or not.

See It, Eat It

Your body anticipates what and when food is coming. Doesn’t your mouth water thinking about Mom’s Christmas cookies or the hot cheesy pizza from your hometown hangout? How difficult is it to not eat once your mouth is watering and the thought of that food gets into your head?

Variety Is The Spice Of Life

You could chow down on a large meal but, as full as you might be, still make room for dessert.  Why? Probably because your desire for something sweet hasn’t been satisfied. Monotony often leads to searching for something different.  Ever been on a diet where you eat the same thing all of the time?  What generally happens when you can’t stand it any more?  Enough said.

Doesn’t That Smell Delicious?

Sight and smell can start a cascade of appetite signals.  The wafting scent of something delicious is one way your body knows that food is close by. This can trigger insulin secretion – which makes you think you’re hungry. If you think you’re hungry, you eat.

Booze

Beer, wine or liquor can impair your judgment, which often results in eating more.  Watching what you eat is harder if you’ve been drinking.

It’s Cold Outside – Or In The Restaurant

Ever walk into a restaurant and feel like you’re going to freeze? Restaurants often intentionally keep the thermostat set low because the colder the temperature, the more you tend to eat.  Heat can act as a satiety signal. Your metabolism tends to drop when it’s time to eat and eating warms you up.

Candy, Pasta, Cereal, Bread, Cookies; Refined Carbs and Sugars; A Whole Lot Of White Stuff

If you eat a meal that’s filled with refined carbohydrates like white pasta or white rice, in only a few hours your body may crave food again. Simple carbohydrate foods are digested quickly which causes blood sugar to spike and then drop. When your blood sugar crashes, you’re a lot more interested in food because your body is sending messages to take in food to help raise blood sugar levels again.

Habits and Routines

Doing the same thing each day, taking the same route home, going into a restaurant with a certain specialty, walking into Mom’s kitchen and heading straight for the cookie jar, are all habits or routines.  For instance, many people find that changing up the route home – avoiding passing right by their favorite bakery or ice cream parlor – will eliminate the craving for a food that had become part of an afternoon routine.

Holidays, Traditions, and Celebrations

Somehow special events scream, “All filters, guards, restraints, and rational thinking are dismissed for the event, day, or season.”  Think about the last wedding you went to, Thanksgiving dinner, or last year’s mega Christmas party.  Did you eat and drink more than you wanted to – or should have?  Why? For many of us a special occasion signals eat and drink without constraint.

Happy, Sad, Spurned, Rejected, And Any Emotion In Between

Yep, emotions. Emotional eating is a frequently a way people suppress or soothe their stress, anger, fear, boredom, sadness, loneliness, and a whole spectrum of negative emotions. These are things that can be caused by major life events or by the hassles of every day life. High calorie, sweet, and fatty foods, often in large quantities, tend to be the choice of emotional eaters.

SocialDieter Tip:

Most of us have times when we eat when we’re not hungry.  Sometimes it’s a one shot deal – or maybe it’s something that happens annually, like at Thanksgiving or Christmas.  We can learn to manage by balancing caloric intake and increasing activity levels.  But, if emotional eating triggers smothering stress or unhappiness with food – or if eating becomes a form of procrastination or relief from boredom, extra weight can begin to pile on.  It may be time to take stock of your habits and routines and to come up with a plan to shake things up a bit.

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