A marketing psychologist has revealed the shocking tricks that restaurants are using to encourage you to spend more money - and how to avoid them.
In a TikTok video that's been viewed 473,700 times, Basia, who goes by @everupmarketing,warned that 'every detail' in a restaurant - from the tip jar to the daily special chalkboard - is there to 'influence' diners.
She told viewers: 'You’re being nudged, primed, and manipulated from the moment you walk in - and it works.'
The TikToker highlighted six different ways that customers are falling victim to 'psychological persuasion tactics' when they eat out.
In the caption, Basia acknowledges that restaurant-goers usually assume they're making their own decisions - but they could subtly be getting manipulated.
Basia added that she 'bets' most people will have fallen for at least one of the sly tricks before while dining out.
However, by paying closer attention to details 'from menu design to music tempo', it's possible to become aware of how you could be getting caught out.
These tried and tested 'psychology tricks' include eateries having one dish that always 'seems totally overpriced' compared to the others.
Basia, a marketing psychologist, has warned that 'every detail' in a restaurant is there to 'influence' diners and, ultimately, encourage them to spend money
A half full tip jar on display pressures other customers into tipping, according to the marketing psychologist
Yet, while most customers might assume the higher price point is a genuine reflection of the cut of meat or cost of the dish, Basia argues that it is actually a ploy.
'That's not for you. It's to make the others [other dishes] look like a deal,' she writes, suggesting that the entire menu is overpriced.
Given the contrast with the particularly expensive item, the diner is more likely to accept that the other prices are reasonable, the marketing psychologist suggests.
Next, Basia explained that restaurants will often put cash in the tip jar before customers even show up.
The implication is that people will then feel inclined to 'follow suit' and make their own contribution.
She explained: 'So when you see it, your brain goes: "Oh, tipping is what people do here."'
According to Basia, though, it's just another 'persuasion tactic'. After all, customers are likely to feel pressured to give a tip if they believe everyone else has done so.
The daily specials chalkboard may simply seem a fun way to introduce new dishes.
But Basia says the 'daily specials' may be on display for weeks at a time, but diners will see the handwriting and assume its 'limited, fresh, rare'.
While most customers might assume a higher price point is a genuine reflection of the cut of meat or cost of the dish, Basia argues that it is a ploy to get diners to see the rest of the menu as reasonably priced
Next on the list of 'persuasion tactics' is water. Basia points out that waiters often ask: 'Would you like still or sparkling?' rather than 'Would you like water?'.
She added: 'It skips the choice of whether and jumps to which'.
The implication is that diners are forced to pay for water whether they intended to order it or not - and some may not think to ask specifically for tap water.
Basia then moved on to the layout of the menu, saying that restaurants are increasingly including prices without adding currency symbols.
This, she says, is 'because "£24" screams money. But 24 just looks like a number.'
Diners faced with currency symbols are more likely to think about the cost of the dish, Basia implies.
And, if they become preoccupied with how expensive something is, they may simply decide to choose a cheaper option.
Marketing psychologist Basia finally takes aim at the music played in restaurants
Finally, the marketing psychologist takes aim at the music played in restaurants.
She argues that 'they play slower music when it's quiet - and faster music when it's packed.'
'Why? Because slow tempo makes you stay longer. Fast tempo makes you eat and leave.'
Users soon rushed to the comments - but not everyone was convinced.
One TikTok user commented: 'Maybe in North America, but most of these are not true in Europe'.
A second person wrote: 'Cafe and restaurant owner here. All of this is BS'.
And a third agreed: 'I've worked in hospitality for almost ten years and I've never heard of using music for pacing at all. We always just play the music we want regardless of customers (except swearing, obviously)'.
Yet, others acknowledged that Basia was talking sense - and some even suggested other ways in which restaurants manipulate their customers.
A number of people shared their views on restaurants' tactics beneath Basia's video
One person wrote: 'We have a seasonal soup that we just change the name, winter, summer etc.'
A second said: 'When I see Daily Special, I think it is something that is about to expire so they have to get ride of it.'
A third agreed, writing: 'I rarely touch specials as it's usually stuff about to go bad or [a] cheap short date purchase from the supplier'.
A fourth TikTok user simply said: 'These are just common sales wisdoms'.
And a fifth added: 'Aren't they crafty'.
