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Why posh restaurant menus never have
pictures while cheaper eateries do (and it can have a huge impact on what you order) Durham University researchers studied the impact of photos on menus. They found pictures will put off diners
if accompanying a complicated dish name.
But if menu item is simple then images
will make a diner more likely to order it. Images will put us off unless
promoting a very simple dish.
The study found that if the name of a
menu item is straightforward, such as ‘burger and chips,’ a picture
next to it will make a diner more
likely to buy the dish.
Most high end restaurant menus
don’t include pictures, and
that’s because
the complicated and often obscure descriptions would put off diners if accompanied by photos. But if a meal has an ambiguous or
complicated name, such as ‘Midnight Madness Cake’ to describe
a simple chocolate cake, pictures
can have the opposite effect and
put diners off the meal.
Having a picture next to a menu item
that doesn’t reveal much about the dish could make the diner feel disappointed if the description doesn’t live up to what the meal actually looks like, the findings revealed. It goes some way to explain why top
restaurants, which often feature dishes with vague descriptions or obscure ingredients, hardly ever have pictures on the menu. The findings also confirm why many
high street chains, diners and cafes
have pictures on the menu as their
dishes tend to be simpler and more
familiar to a larger audience.
She also found that the use of
descriptive words, such as a ‘tender’ chicken salad, is a growing trend restaurants use to boost sales. But accompanying such a dish with
an image is a risk as the customer
will judge if the dish is really ‘tender’
based on that picture.
‘Our research revealed that if a
restaurant wants to make use of imagery and visual prompts on their
menu, this needs to be combined
with commonly used and “accurate”
food names to increase
marketing power. ‘While it may seem a basic approach,
photos can act as a positive reinforcement for customers who have made a visual connection that reflects the name of that dish. ‘However, pairing extravagant food
names with pictures that are too far from reality have the opposite effect and will be a turn off for customers. ‘So, while you may think you know what
you want to choose, the next time you ponder over a restaurant menu, there is likely to be a very calculated internal response before you give your order to the waiter.’ What is the relevance of this to IM
(except when we eat out)? To me, it suggests that sales pages need to be reviewed for what buyers expect to see. We learn that we need photos,
videos, testimonials for almost every product or service we sell. This study indicates that we
may need to think more deeply about what visuals (or none) would help us to buy. Then, we should apply that thinking to our promotions. From yesterday, if you missed it:
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