Diners tucking into a meal out have been warned to look out for cunning restaurant “booby traps” designed to make them eat too much and spend more money.
Flowery menu descriptions such as Granny’s Special Double Chocolate Cheesecake instead just plain chocolate cheesecake are often more expensive and can increase food sales by 27 per cent – according to new research.
The research by the business intelligence specialists and mystery shopping company, Retail Active, found that one major restaurant chain charges £1:45 more for an ice cream on Sundays, after dressing it up as a “Special Sunday offer.” Where in fact it is exactly the same food, just more expensive!
Retail Active also spotted an international hotel chain selling “Coffee with Stained Glass Window Biscuits” perhaps better known as Jammy Dodgers!
And descriptions such as Home Cooked, free-range, organic and locally-sourced are a minefield – they are covered by trade descriptions, but due to the fast paced nature of the restaurant industry they prosecution rarely take place.
Julian Chamberlain, the managing director of the leading business intelligence and mystery shopping company, Retail Active, says: “Restaurants have developed a number of skilful tactics to make diners overeat and spend more.
“Some customers would be horrified to discover just what they are eating. People who carefully select healthy items in their weekly shop have no idea what’s on their plate in a restaurant.
“Two major chains have been accused of selling “steak” from African cattle known as Zeebu. Whilst there is no law against this, there is an inference that they are selling Beef, regretfully for the consumer they are being sold something completely different!
“Chicken” can be reformed from mechanically removed meat, reshaped and processed to look like fresh chicken and “Scampi” may be reshaped bits of processed seafood left overs. “Crabsticks” may never seen a crab.
“If there isn’t a proper description on the menu – ask the server and see if they know what it is. If the restaurant company isn’t advertising the origin of the food – it’s probably for a reason.”
Julian Chamberlain says: “Menu writing is a highly crafted art, designed to fill the stomach and empty the wallet.
Most branded menu chains highlight lucrative, high profit dishes to catch the eye and staff are trained to sell them.
Some menus are so developed they use the profit highlighting tactic to hide low profit items they feel obliged to stock, but don’t want you to buy!.
