Menu Psychology - The Menu Trick That Makes You Spend More (You’ve Been Played)

How Restaurant Menus Trick You Into Spending More — And How to Outsmart Them

Every time you open a restaurant menu, you are already being guided toward a specific choice. Menu psychology is a powerful tool in the F&B world, and one of its most effective tactics is the use of “decoy items.” These high-priced dishes are designed to influence your perception — not your appetite. Today, we break down how this trick works and how Malaysians can avoid getting played.

What Is a Decoy Item and Why Is It There?

A decoy item is a dish priced so high that most customers would never consider ordering it. But that’s exactly the point.

Its real purpose is to make everything around it look cheaper.

For example, if a menu lists a lobster dish at RM138, the RM48 grilled chicken suddenly feels “reasonable,” even if it’s actually overpriced. You aren’t choosing the best value — you’re choosing the option that feels like a bargain compared to the decoy.

The Secret Psychology Behind Why Customers Choose Your Restaurant 🍽️

The Hidden Psychology Behind Why Malaysians Choose Your Restaurant

Running an F&B business in Malaysia today requires more than good food. In fact, customer behaviour studies show that diners make most of their decisions before they even taste a single bite. This invisible psychological process can determine whether your restaurant thrives—or struggles.

The Power of First Impressions

Malaysian customers often judge a restaurant within seconds. Visual cues such as cleanliness, lighting, and even the arrangement of tables can influence their decision to enter. A crowded restaurant creates instant credibility, while an empty one signals doubt. This effect is known as social proof, and it’s one of the strongest behavioural drivers in the food industry.