Blog
Current State of Payment Methods in Restaurants
Jay Bandy • March 28, 2022
Some restaurant operators opt-out of paying credit card processing fees
Since the pandemic, restaurants and other businesses have adapted to many changes throughout the years, and this includes payment methods. The most common ways of paying are through cash, credit card, or debit. However, this has changed in recent years.
The pandemic caused many restaurant and fast-food owners to think of new ways to incorporate safety measures when coming in close contact with customers. Since then, different ways of paying have changed to contactless payments, paying through crypto, and more.
Although, the trend towards cashless payment has been a growing trend due to the number of people who now have smartphones. According to Statista, approximately 67 percent of the U.S. population currently owns a smartphone. This means that more consumers are more often paying with their phones than with cash or even their physical cards. 1
Trending Payment Methods
Tapping Credit/Debit Cards
This is the most common way to pay for many people throughout the world. Now, many cards include a chip in which allows people to tap their cards on the screen of a pin pad instead of having to insert or swipe their card.
The method of tapping is quicker as well and is increasingly more popular today. By tapping a card, you do not need to enter your pin or push any buttons on the keypad.
However, some smaller businesses have been charging their consumer credit card fees as well, or some of them require their customers to spend a certain amount for them to pay with their credit cards.
Depending on the POS system the business is using, this can be the main reason these fees and restrictions exist. These are called surcharges. It is a way for businesses to have customers pay with their credit cards to cover the processing costs that will occur when accepting credit card transactions.
“By adding this additional fee to these credit card transactions, businesses are able to cover their expenses by passing them on to customers who choose credit cards as their payment method, as opposed to those who use different payment.” 2
Surcharges are legal if the restaurant mentions it to the customer. However, some states have put a ban to credit card surcharges to protect the customer.
PayPal
PayPal allows customers to pay with their smartphone or for online orders. PayPal is one of the oldest and most trusted online payment methods used worldwide. You can store several cards on PayPal and choose one that you prefer for most of your payments.
Starbucks’ mobile app allows for users to pay with PayPal instead of their Starbucks rewards card or their physical credit and debit cards. This makes it a lot easier for customers who do not always have the time to reload their card or just want a safer way of paying.
Apple Pay/Google Pay
Apple Pay and Google Pay is ever-increasing throughout the world. These two payment methods have completely changed the way of paying in recent years. Apple Pay works for iOS users. This means that they can pay through their iPhones or Apple Watches.
This is also an example of a contactless payment method. Apple currently accepts most major credit cards and banks. Apple Pay uses facial recognition, PIN, or fingerprint to identify the user using Apple Pay.
Google Pay was also known as Google Wallet. Google Pay is available for Android systems, but is also available for iOS, even if it is not commonly used amongst iOS users. Like Apple Pay, consumers can use Google Pay through their Android operated watches and smartphones.
App Payment
App payments are another example of contactless payment methods. Some restaurants have developed their own payment applications. This makes it easier for frequent customers to use because they do not need to re-enter their payment details and personal information.
Restaurants can also use app payments to start a loyalty program, as mentioned in our last blog. For example, most fast-casual and fast-food restaurants have their own app in which customers can use to order and pay.
App payments can be used in many ways. For some restaurants, it is convenient for customers to be able to open the app and the cashiers scan their bar code or QR Code to pay for their order. This increases productivity time at restaurants as well because it is quick and easy.
Pay-in-4
Pay-in-4 have been making their debut in some restaurants. Some pay-in-4 companies being used in some businesses currently are: AfterPay, Zip, Klarna, and QuadPay. Consumers can log into one of these apps and enter the amount of their purchase of the specific store or restaurant they are in. They will use their card that is on that app to make the first purchase and then their card will be charged every two weeks until the fourth payment is paid off.
What payment method should you use?
The payment method your restaurant chooses to use is based on your POS system and the demographics of your consumers. Younger generations like to use contactless payments and their own devices to pay for their orders. Older generations may still use cash or physical credit and debit cards.
However, it is important for restaurants to keep up with the changes in trends and technology. Therefore, having one of each is the best option to keep your restaurant successful and innovative amongst people in each generation.
Restaurant operators often associate food trends with viral social media moments. A dish explodes on TikTok, a drink spreads across Instagram, and operators feel pressure to add it to their menus immediately. However, social media rarely creates trends. It accelerates trends that already exist in consumer behavior. According to research highlighted in National Restaurant Association reports and Technomic consumer insights, menu trends typically begin with broader cultural and consumer shifts long before they appear online. Social platforms simply amplify these signals. For restaurant operators, timing is critical. By the time a dish goes viral, the trend may already be peaking. The key is recognizing early signals so menus can evolve before competitors catch on. Watch Consumer Identity Shifts Consumer identity is often the earliest signal of an emerging food trend. What people believe about themselves strongly influences what they choose to eat. Technomic research consistently shows consumers aligning their dining choices with values such as sustainability, health, authenticity, and local sourcing. Examples include: Environmentally conscious diners seeking sustainable seafood and responsibly sourced proteins Health‑focused guests preferring plant-forward dishes and functional ingredients Community-driven diners responding to local sourcing and regional menu storytelling When operators pay attention to how guests describe themselves, they often see trend signals early. Words like healthy, local, affordable, indulgent, or sustainable frequently appear before those concepts become widespread menu trends. Use Operational Data Before Social Media Does While viral food content appears spontaneous, most trends can be identified early in restaurant operational data. Leading operators analyze: POS sales trends Repeat guest orders Items frequently photographed or shared Google or social media search trends Delivery platform ordering patterns Restaurant Business Magazine frequently notes that operators who analyze internal data often identify trends months before they appear widely in media coverage. If a particular ingredient or menu item repeatedly sells out or appears across multiple menu categories, it may signal growing consumer demand. In many cases, guest purchasing behavior reveals trends before the internet labels them. Monitor Economic and Cultural Signals Food trends are also shaped by economic conditions and cultural sentiment. Industry coverage from Nation’s Restaurant News highlights several patterns: Economic uncertainty increases demand for value-focused menus and comfort food Wellness movements drive interest in plant-based dishes and lighter menu options Stressful cultural periods often bring back nostalgic and familiar foods Understanding the emotional and financial mindset of guests allows operators to shape menus and promotions before those preferences become widespread trends. Turn Early Signals Into Menu Innovation The most successful restaurant brands do not simply react to trends—they test them. Operators frequently experiment through: Limited-time offers (LTOs) Seasonal menu additions Chef-driven specials Beverage innovation and cocktail programs The National Restaurant Association notes that limited-time menu items are one of the most effective ways to introduce innovation while minimizing operational risk. Food trends do not begin with social media. They begin with people. Consumer identity, operational data, and broader cultural shifts ultimately determine what becomes the next viral menu item. Restaurant operators who monitor these signals closely gain a major competitive advantage. They can introduce menu innovations before competitors recognize a trend is forming. By paying attention to consumer identity shifts, analyzing internal sales data, and understanding the economic and cultural climate, restaurant leaders can move beyond reacting to trends—and start helping create them. Want help turning these signals into seasonal menu strategies? Email getresults@goliathconsulting.com to learn more or schedule a consultation on your next menu refresh.
For restaurant operators seeking sustainable growth, meaningful community engagement remains one of the most effective drivers of long-term success. Strategic restaurant partnerships strengthen local brand presence, increase visibility, drive incremental revenue, and build long-term customer relationships. For restaurant owners and hospitality leaders, partnership-driven marketing represents a scalable restaurant growth strategy that delivers measurable results. However, successful restaurant partnerships require careful alignment, clear objectives, and measurable outcomes. This framework provides restaurant operators with a structured approach to building high-impact local partnerships. Define Your Restaurant Concept and Market Positioning Before pursuing partnerships, restaurant owners must evaluate their concept, service model, and brand positioning. Whether operating a fast casual restaurant, casual dining concept, or upscale dining establishment, partnership opportunities must align with the overall guest experience. Upscale restaurants may prioritize collaborations with premium service providers, luxury retailers, or high-end event vendors. Fast casual restaurants benefit from partnerships that emphasize convenience, accessibility, and high-volume guest traffic. Casual dining restaurants often focus on family-oriented or community-centered partnerships. Alignment between brand identity and partnership strategy strengthens authenticity, improves guest perception, and enhances operational effectiveness. Understand Your Restaurant Target Audience A clear understanding of restaurant guest demographics and behavior is essential when identifying partnership opportunities. Operators should analyze customer data, sales trends, and guest traffic patterns to determine their core audience. Restaurants that frequently host private dining or large parties may benefit from partnerships with corporations, event planners, or entertainment providers. Restaurants attracting health-conscious guests may collaborate with nearby gyms, wellness brands, or fitness studios. Restaurants with strong weekday traffic may partner with corporate offices or business districts. Successful restaurant partnerships occur when both businesses serve similar customer segments or provide complementary value. Leverage Location-Based Marketing and Proximity Location-based marketing plays a critical role in partnership success. Businesses within walking distance or close proximity reduce friction for guests and increase engagement. High-value local partnership opportunities include: Corporate offices that generate recurring catering demand Residential communities that drive consistent dining traffic Fitness centers that provide pre- or post-workout guest flow Universities and campuses that create seasonal demand spikes Convenience significantly increases promotional redemption rates, event participation, and customer acquisition. Capitalize on Seasonal Promotions and Restaurant Events Seasonal demand and major holidays provide strong opportunities for restaurant marketing partnerships. Strategic collaborations during high-traffic periods enhance guest experience while increasing revenue. Graduation Season — Partner with universities or student organizations to offer group dining packages and customized celebration experiences.0 Mother’s Day — Collaborate with spas, salons, or wellness providers to create bundled experiences or promotional offers. Winter Holidays — Host pop-up retail experiences with local artisans or specialty retailers to increase foot traffic. Cultural Heritage Months — Partner with artists, performers, or culturally aligned businesses to create themed dining experiences and limited-time menus. These initiatives position restaurants as active community participants while enhancing brand differentiation. Ensure Mutual Value Creation The most effective restaurant partnerships generate measurable value for all parties involved. A balanced collaboration provides shared exposure, customer acquisition opportunities, and revenue growth. Operators should establish mutual marketing commitments: Cross-promotion through social media marketing Email marketing campaigns Shared in-store promotions Joint community events Equitable partnerships strengthen long-term collaboration and maximize return on investment. Establish Clear Operational Expectations Formalizing partnership details improves execution and minimizes operational risk. Restaurant owners should define: Campaign objectives and success metrics Promotional responsibilities Partnership duration Operational and staffing requirements Clear expectations improve accountability and ensure professional implementation. Measure Partnership Performance and ROI Performance tracking is essential for evaluating restaurant marketing strategies. Operators should monitor: Guest traffic and sales performance Promotional redemption rates Catering inquiries and private event bookings Customer engagement metrics Data-driven evaluation enables continuous optimization and improves future partnership outcomes. Conclusion: Restaurant Partnerships as a Long-Term Growth Strategy Strategic restaurant partnerships represent a powerful restaurant business strategy for increasing revenue, strengthening community engagement, and building brand visibility. When partnerships align with restaurant positioning, target audience, and local market conditions, they create meaningful guest engagement and long-term value. By implementing structured planning, clear objectives, and performance measurement, restaurant operators can position their brands as integral contributors to the local business ecosystem while achieving sustainable growth in a competitive hospitality environment. Schedule a free 15‑minute consult with Goliath Consulting to discuss local marketing strategies that boost traffic, revenue, and community engagement.
Running multi-unit restaurants demands more than exceptional food and service—it requires sophisticated financial leadership to ensure long-term success. While a full-time Chief Financial Officer (CFO) provides valuable expertise, many restaurant groups find that a fractional CFO offers a more cost-effective solution without compromising on financial guidance. Understanding the Fractional CFO Role A fractional CFO is a seasoned financial expert who partners with businesses on a part-time or contract basis. They complement existing teams by filling critical gaps identified during initial assessments. Think of successful business navigation like driving a vehicle—you need clear views from all windows. While many restaurants have the "rear-view mirror" covered with staff accountants handling day-to-day transactions, bank reconciliations, or payroll, they often lack the strategic finance "co-pilot" who helps owners and other senior management focus on high-impact decisions that create future value. The most effective fractional CFOs excel at: • Strategic Financial Planning: Developing comprehensive financial roadmaps that align financial strategies with marketing, branding, and operational goals and growth objectives while identifying potential risks and opportunities. • Advanced Financial Analysis: Creating sophisticated tools for budgeting, cash flow projection, and profitability analysis that drive informed decision-making across all aspects of the business. • Capital Structure Optimization: Guiding decisions about debt and equity procurement to ensure sustainable growth while maintaining optimal financial health. Why Restaurants Need Fractional CFO Leadership The restaurant industry faces unique challenges that demand specialized financial expertise: Integration of Business Functions A skilled fractional CFO bridges the gap between marketing, operations, and menu development by providing financial insights that inform strategic decisions. This integration ensures all business functions work cohesively toward profitability goals. Enhanced Cost Control Through detailed analysis of menu costs, labor expenses, and operational inefficiencies, fractional CFOs help restaurants optimize their pricing strategies and resource allocation. They work closely with management to implement data-driven solutions that boost bottom-line performance. Strategic Cash Flow Management Restaurants often grapple with cash flow challenges due to seasonality, fluctuating customer demand, and variable/fixed costs. Fractional CFOs implement robust forecasting systems and management strategies to maintain healthy liquidity while supporting growth initiatives and mitigating risk. Technology and Systems Optimization By evaluating and enhancing the restaurant's technology stack, fractional CFOs help streamline financial operations and improve data accuracy. This optimization enables better decision-making at both the unit and corporate levels. Financial Strategy Development Drawing on industry expertise and analytical insights, fractional CFOs help restaurants: • Navigate seasonal fluctuations with strategic planning • Develop expansion strategies based on sound financial analysis of viable options to achieve • Structure optimal financing arrangements – debt and/or equity • Create effective pricing strategies that balance profitability with market demands Making the Right Choice for Your Restaurant Group A fractional CFO provides sophisticated financial leadership without the overhead of a full-time executive. For restaurant owners focused on scaling operations, improving margins, and building sustainable growth, a fractional CFO can be transformative. They bring the strategic financial expertise needed to navigate challenges while maximizing profitability—offering a flexible, cost-effective solution for evolving restaurant groups. ________________________________________ About the Author Chris Fields is a Partner with Goliath Consulting Group and leads the Group's financial consulting services practice. With nearly three decades of experience serving as both full-time and fractional CFO/COO in the restaurant, retail, and food service industries, Chris brings tailored expertise and unique solutions to help restaurant groups optimize their performance. For more information on how Chris and Goliath Consulting Group can support your restaurant's financial strategy, please visit [website] or contact Chris directly at chris.fields@goliathconsulting.com.
For restaurant owners, the guest experience begins long before the first dish hits the table. The moment a guest walks through the door, the physical environment sets expectations, reinforces the brand, and influences how long they stay, how much they spend, and whether they return. Interior design is not a cosmetic afterthought—it is a strategic business decision that directly impacts revenue, perception, and loyalty. Lighting Sets Mood and Pace Lighting has a measurable effect on guest comfort and behavior. Warm, ambient lighting creates an inviting atmosphere that encourages guests to linger, while targeted lighting—such as illumination over an open kitchen, bar, or service counter—adds transparency and authenticity. Color Influences Emotion and Appetite Color psychology plays a subtle but powerful role in dining environments. Warm hues such as reds and oranges are commonly associated with energy and appetite stimulation, making them effective in high-volume or social dining concepts. Texture and Pattern Create Identity Texture and pattern add depth, character, and storytelling to a space. Materials such as tile, wood, wallpaper, or hand-painted art prevent a restaurant from feeling generic. Layout Drives Comfort and Flow A well-designed layout quietly supports the guest experience. Booths offer privacy and comfort for longer visits, while open seating promotes energy and social interaction. Details Are What Guests Remember Often, it’s the small design details that leave the biggest impression. Carefully selected fixtures, greenery, tactile surfaces, and cohesive decor signal intention and professionalism. Sound Completes the Experience Music is a critical but often underestimated design component. The tempo, volume, and genre of music influence energy levels and guest behavior. Design as a Business Strategy Investing in intentional interior design does more than create visual appeal. It strengthens brand identity, builds emotional connection, and supports operational goals such as dwell time, throughput, and guest satisfaction. Ready to turn your dining space into a revenue-driving experience; reach out to us at getresults@goliathconsulting.com to start designing an interior that tells your brand’s story and keeps guests coming back.
The Rise of Protein Across Fast Casual and Fast Food For years, carbs and indulgence ruled restaurant menus. Extra cheese, loaded fries, and oversized portions were the selling points. But something has shifted. Protein is now one of the most prominent nutrients shaping the fast-casual and fast-food industries. Across the country, restaurants are reworking menus, rolling out protein-focused drinks, bowls, and entrees. What once felt niche is now mainstream, driven by social media and a growing emphasis on health, fitness, and wellness. Why Protein Is Everywhere Right Now Gen Z, millennials, and Gen Alpha are immersed in wellness culture, fitness influencers, and nutrition content. Social media constantly reinforces the message: protein builds muscle, keeps you fuller longer, and supports overall health. The result? Consumers are actively seeking out high-protein meals, not just for post-workout, but for everyday eating. Some Americans are also prioritizing satiety and energy over indulgence. People want meals that feel filling without feeling too heavy. Protein delivers exactly that. It helps regulate appetite, supports muscle maintenance, and offers longer-lasting fullness compared to carb-heavy meals. The rise of GLP-1 medications like Ozempic and Zepbound is another major driver. These drugs suppress appetite and slow digestion, pushing people toward smaller, nutrient-dense meals. As they become more common, restaurants are adapting with protein-forward options that still feel satisfying. What Protein Trends Look Like on Menus Menu boards, online ordering platforms, and promotions increasingly spotlight grams of protein just as prominently as calories or price. Chipotle : Introduced a high-protein menu featuring bowls and entrees that range from 15 to 81 grams of protein. The brand leans heavily into customization, allowing customers to build meals that meet specific fitness or health goals. Subway : Reintroduced its Fresh Fit menu and launched Protein Pockets, offering sandwiches with 20-35 grams of protein in a six-inch to foot-long portion, all under 1000 calories. Dunkin ’: Introduced protein-infused drinks made with fortified milk, with 15 grams of protein per medium beverage. This taps into the growing demand for drinkable nutrition, especially for busy consumers looking for quick breakfasts or post/pre-workout options. Sweetgreen : Added a macro tracking tool on their app that allows customers to view protein, carb, and fat breakdowns for every menu item. Nine of its entrees now feature over 30 grams of protein, introducing a world of wellness and convenience into the brand. Papa John’s : Experimented with a protein-infused pizza crust that was offered for a limited time at an Atlanta location. Their menu consisted of The Veggie pizza, with 49 grams of protein, and The Meats pizza, with 55 grams of protein. Shake Shack : Introduced their Good Fit menu, offering high-protein, gluten-free, vegetarian, and GLP-1-friendly options. Why Restaurants Are Leaning In Protein-focused dishes often carry higher price points, boosting ticket sizes. Customers willingly pay more for items they perceive as healthier, more filling, and higher quality. These menu additions also help brands stand out in a crowded market. Consumers tend to show higher brand loyalty when they find restaurants that align with their wellness goals. Offering enhanced protein options gives brands a way to build deeper relationships with customers who prioritize nutrition. Protein also serves as a powerful marketing tool. Highlighting grams of protein instantly communicates value, functionality, and health benefits, especially to newer businesses that closely track their intake. The Future of Protein in Restaurants As wellness culture continues to shape consumer behavior, restaurants will likely expand protein-focused offerings across all categories, from beverages and breakfast to desserts and snacks. High-protein items will increasingly blend with convenience, personalization, and digital ordering tools, letting customers build meals around their specific goals. How Restaurants Can Incorporate Protein More Effectively Fast casual restaurants can jump into the protein movement in creative, approachable ways: adding protein boosts to existing menu items, offering customizable bowls and plates, developing high-protein snacks and drinks, and clearly labeling protein content across menus and digital platforms. Smaller portion sizes paired with higher protein density appeal to wellness-focused diners without alienating those who still crave indulgence. Limited-time protein launches, such as specialty crusts or seasonal bowls also create buzz while testing customer interest. At its core, the rise of protein reflects a deeper cultural shift: People want food that supports their lifestyle, not works against it. As restaurants continue to adapt, protein is reshaping not only what we eat, but how we think about fast food altogether. Looking for ways to leverage creative protein options for your restaurant's menu? Goliath Consulting Group has decades of experience evaluating menus and developing current, innovative LTOs and Menu Items. Email GetResults@GoliathConsulting.com to get started today.
From rolled ice cream and unicorn drinks to galaxy-inspired baked goods, restaurants can invite guests to take a bite out of the past. At the beginning of the year, TikTok saw the rise of a phrase that quickly took over feeds: “2026 is the new 2016.” Across the platform-- and now beyond-- users are beginning to revive and reminisce on old dances, sounds, outfits, and aesthetics that instantly transport them back to a more carefree time online. However, the trends in 2016 did not stop at fashion or music. Food culture played a huge role in defining 2016, with viral menu items creating real buzz and community, such as Starbucks’ Unicorn Drink and Burger King’s Whopperito. Some fast-casual brands on Instagram have also already started tapping into this trend, sharing posts with 2016-inspired filters and visuals that evoke the era’s playful, colorful vibe. So why is 2016 coming back now? After years of increasing burnout and fear, people are craving something that feels normal again. 2016 felt lighter, more playful, and less heavy. Revisiting that era offers comfort and a sense of escapism from today’s society. For restaurants, it presents a chance to tap into a shared cultural memory that still holds emotional weight. Now that we are officially teleporting back to 2016 in 2026, how can restaurants incorporate this trend in a way that feels intentional and current? Many of the most recognizable food trends from 2016 can be reintroduced with a more health-conscious approach that aligns with today’s consumer priorities. Galaxy and space-themed foods Galaxy-inspired items can return through naturally colored glazes, butterfly pea flower drinks, or layered smoothies made with plant-based pigments. These visuals still deliver the wow factor that made them viral, while aligning with cleaner ingredient expectations. Edible glitter Once everywhere, edible glitter can now be sourced from plant-based or mineral alternatives and used sparingly on desserts or beverages. A subtle shimmer keeps the nostalgic look without overwhelming the product or the guest experience. Activated charcoal Activated charcoal was a big trend in 2016, appearing in ice cream, buns, and drinks. If you bring it back, use it sparingly to add visual interest without overwhelming the dish. Overloaded milkshakes Even overloaded milkshakes can make a comeback in a more refined form. Smaller portions, higher-quality toppings, and optional plant-based or lower-sugar bases allow indulgence without excess. Beyond the visuals, these foods mattered in 2016 because they brought people together. Viral menu items gave guests a reason to gather, share photos, talk about what they tried, and feel part of something happening in real time. That sense of shared excitement is what many people are missing today, and something restaurants are uniquely positioned to recreate. At a time where the United States feels increasingly divided, food remains one of the few ways for people to connect back together. Sharing a nostalgic menu item or offering a limited-time experience and items gives people something to bond over. It creates space for conversation, shared memories, and moments of connection that wipe out politics. In that way, revisiting familiar food trends is not just about nostalgia, but about bringing people back to the same table, even if it’s only for a moment. Introducing these items as limited-time offerings keeps them exciting and prevents the trend from feeling overdone. Limited runs also mirror how these foods originally went viral, creating urgency, shareability, and organic social buzz. Restaurants can also lean into nostalgia by reviving discontinued menu items that guests still talk about. Bringing back a fan favorite instantly sparks conversation and media interest. These returns feel personal to customers and reinforce brand history rather than chasing something new for the sake of it. Beyond the menu, the 2016 revival can extend into restaurant operations and marketing. Hosting a 2016-themed night with a DJ, throwback playlist, or special dish lineup turns nostalgia into an experience. Social media can reflect the era as well, whether that means sharing photos of past dishes, leaning into grainy filters, or recreating the bright, slightly chaotic visual style that defined Instagram in 2016. The return of 2016 is not about recreating the past exactly as it was. It is about capturing the feeling. When restaurants balance nostalgia with modern expectations around health, quality, and intention, they give guests something familiar that still feels fresh. And in a crowded food landscape, that emotional connection can be just as powerful as the food itself.
using social media in restaurants
You’ve seen it on every retail tag from grocery stores to car dealerships: the ubiquitous ".99." In the world of retail, "charm pricing"—ending a price in 9 or 99—is the undisputed king. It’s based on the "left-digit effect," where our brains process $19.99 as being significantly cheaper than $20 because we anchor on the first number we see. But here is the secret that many restaurant marketing experts won’t tell you: on a restaurant menu, that extra penny might be costing you more than just change. It could be eroding your brand equity. At Goliath Restaurant Consulting, we frequently see owners who apply retail logic to a hospitality environment. While both industries sell products, the psychology of a "buying" experience versus a "dining" experience is fundamentally different. If you want to increase restaurant revenue, you have to stop thinking like a shopkeeper and start thinking like a behavioral economist. The "Round Number" Paradox: When $20 Beats $19.99 Why would a customer prefer to pay $20 instead of $19.99? It comes down to cognitive friction. Research in the field of consumer psychology suggests that rounded prices ($20, $45, $100) are processed more fluently by the brain. When a price is rounded, it feels "right" for luxury or hedonic purchases—things we buy for pleasure rather than necessity. Fine Dining vs. Fast Casual In a fine-dining or upscale-casual environment, your guests are paying for an experience, an emotion, and a sense of status. A price like $34.95 introduces a "bargain" mental state that clashes with the elegance of the room. It reminds the guest that they are spending money, rather than enjoying a meal. Conversely, fast-casual or quick-service restaurants thrive on charm pricing. If you’re selling a $9.99 burrito bowl, the guest is looking for value and efficiency. In that context, the .99 works. But the moment you cross into the territory of white tablecloths or craft cocktails, those decimals start to look "cheap." The Power of Anchoring: Strategic Placement for Profitability One of the most effective tools in our restaurant marketing consulting toolkit is the "anchor." Human beings are terrible at determining the absolute value of something. Is a Ribeye worth $58? We don't know. But we do know that $58 is less than $85. By placing a high-priced "anchor" item at the top of a menu section—perhaps a $110 Seafood Tower—you subconsciously make everything else on the menu look like a relative bargain. Even if you only sell two Seafood Towers a week, its presence makes the $42 Chilean Sea Bass look reasonable. Expert Tip: Place your highest-margin items immediately following the anchor. The guest’s eye will naturally travel from the expensive outlier to the next item, which now carries a high "perceived value" because of the price contrast. The "Less is More" Rule: Formatting Tactics If you want to increase restaurant revenue, you need to reduce the "pain of paying." Behavioral economists have found that the more prominent a price is, the more it triggers the area of the brain associated with physical pain. Remove the Dollar Signs A famous study by Cornell University’s School of Hotel Administration found that guests spent significantly more when dollar signs were removed from the menu. Why? Because the "$" symbol is a powerful visual cue that reminds the guest they are parting with their hard-earned cash. Avoid: $24.00 Better: 24.00 Best: 24 Ditch the Decimals Similarly, decimals extend the visual length of the price. The more horizontal space a price occupies, the "larger" it feels to the subconscious mind. By switching from "24.00" to a simple "24," you streamline the aesthetic and make the cost feel like a minor detail rather than the main event. The Decoy Effect: Steering the Guest’s Choice Decoy pricing is a masterclass in customer psychology. Imagine you offer two tiers of wine by the glass: House Cabernet: $9 Reserve Cabernet: $15 Most guests will gravitate toward the $9 option to save money. However, if you introduce a third "decoy" option: House Cabernet: $9 Reserve Cabernet: $15 Premium Vineyard Select: $22 Suddenly, the $15 Reserve Cabernet becomes the "middle ground" choice. It’s no longer the expensive option; it’s the sensible, mid-tier choice. This strategy is a staple of menu optimization because it allows you to nudge guests toward your highest-margin items without them feeling pressured. Case Study: The "Bistro 44" Transformation (Hypothetical) Let’s look at a hypothetical example based on common trends we see at Goliath Restaurant Consulting. The Client: A mid-to-upscale Italian bistro called "Bistro 44." Their menu was cluttered with prices like $18.95 and $22.95, and their average check size had plateaued. The Intervention: As part of a broader restaurant marketing strategy, we implemented three psychological shifts: Rounded Pricing: All prices were rounded to the nearest whole dollar. Formatting: We removed dollar signs and decimals. The Nested Price: Instead of a right-hand column of prices (which encourages guests to scan for the cheapest item), we "nested" the price at the end of the dish description in the same font size. The Result: Within three months, Bistro 44 saw a 7.2% increase in average check size. Guests weren't complaining about the price increases (which were minimal); they were simply ordering based on what they wanted to eat rather than what cost the least. Perception and Brand Identity Your menu pricing strategy is a direct reflection of your brand. If you are a high-end steakhouse using $49.99, you are sending a mixed signal. You are telling the guest, "We are premium," but your pricing is shouting, "We are a discount warehouse." Consistency is key to a positive dining experience. Every touchpoint—from the lighting and the music to the weight of the paper the menu is printed on—tells a story. Whole-number pricing tells a story of confidence, quality, and transparency. 4 Actionable Takeaways for Your Menu If you're ready to improve your restaurant profitability, start with these four steps today: Audit Your Decimals: If your average entrée price is over $20, experiment with removing the .95 or .99 and moving to whole numbers. De-emphasize the Currency: Remove dollar signs from your menu entirely. Let the numbers stand alone. Reorganize for Anchoring: Look at your "Star" items (high popularity, high margin) and place them near a higher-priced "Anchor" to make them more attractive. Hide the Price Column: Don't list your prices in a vertical column on the right side of the page. This invites price-shopping. Tuck the price two spaces after the end of the item description. Elevate Your Strategy with Goliath Restaurant Consulting Menu engineering is both an art and a science. While these psychological tactics are powerful, they work best when integrated into a holistic restaurant marketing consulting plan that considers your food costs, labor, and local competition. At Goliath Restaurant Consulting, we specialize in helping owners navigate the complexities of the modern hospitality landscape. Whether you need to overhaul your brand or simply fine-tune your menu pricing strategy, we are here to ensure your restaurant isn't just surviving, but thriving.
If you are like most restaurant owners I work with, you probably set up your Google Business Profile (formerly Google My Business) years ago, verified your address, uploaded a logo, and haven't looked back since. But while you’ve been busy running your kitchen, Google has been busy changing the rules. Your Google Business Profile (GBP) is no longer just a digital phone book listing; it is your restaurant's single most important marketing asset. It is often the only thing a potential customer sees before deciding to walk through your door—or head to your competitor. With winter bringing shorter days and often slower foot traffic, maximizing your online visibility for restaurants isn't just a "nice-to-have"—it’s a survival strategy. The good news? Google has rolled out powerful new features specifically for the hospitality industry. These tools are free, but most of your competitors aren't using them yet. By spending just a few hours optimizing your profile this week, you can drive real covers during the winter slump. Here are five ways to leverage the latest Google Business Profile updates to fill your tables. 1. Train the Algorithm: Influencing AI-Generated Review Summaries Have you noticed the short paragraph at the top of some restaurant listings that says something like, "Cozy spot known for spicy ramen and quick lunch service"? You didn't write that. A human didn't write that. That is Google’s AI scanning hundreds of your reviews and summarizing what your restaurant is "known for." Why It Matters This summary is often the first thing a customer reads. If the AI decides your restaurant is "known for loud music and slow service" because of a few old reviews, that becomes your brand identity. You cannot edit this summary directly, but you can influence it. How to Use It You need to feed the AI new data. The algorithm looks for recurring keywords in recent reviews. Identify Your Wins: Decide what you want to be known for this winter (e.g., "Best French Onion Soup" or "Cozy Fireplace"). The "Prompt" Strategy: Don't just ask customers for a review; give them a prompt. When a server drops the check, have them say, "If you loved the French Onion Soup today, mentioning it in a Google review helps us a ton!" Reply with Keywords: When you reply to reviews (which you must do!), reinforce these keywords. "Thank you, Sarah! We’re so glad you found our dining room cozy and enjoyed the winter cocktail menu." Expert Tip: The AI heavily weights "recency." A coordinated push for reviews mentioning "Holiday Parties" in November can successfully shift your AI summary just in time for December bookings. 2. Treat Your "Menu" Tab Like a Social Feed Gone are the days of uploading a grainy PDF of your menu and forgetting about it. Google now uses optical character recognition (OCR) to read your menu photos and match them to search queries. If someone searches "gluten-free pasta near me," and your menu is a static PDF that Google can't parse, you are invisible. Why It Matters Google's new "Menu Highlights" feature visually showcases your most popular dishes right on your main profile. If you don't curate this, Google will grab random user photos—which might be a half-eaten burger with a napkin on it. How to Use It Digitize the Data: Use the "Edit Menu" feature in your dashboard to manually enter your top 10 winter dishes. Add descriptions! Don't just write "Beef Stew"; write "Slow-braised beef stew with root vegetables and red wine reduction." The "Select Preferred" Photo: When you upload a photo of a specific dish, you can now tag it to the menu item. This tells Google, "Show THIS beautiful professional photo when someone clicks on the Beef Stew item." Post "Specials" as Updates: Use the "Update" feature (formerly Google Posts) to post your daily chalkboard special. These updates expire, which creates a sense of urgency and shows Google your business is active. 3. Pre-Empt Objections with the Q&A Section The Q&A section is the Wild West of restaurant marketing. Anyone can ask a question, and anyone (including "Local Guides" who may have never eaten at your restaurant) can answer it. This often leads to misinformation. Why It Matters Customers use this section to validate their decision. Questions like "Is this place good for kids?" or "Do they have heated outdoor seating?" are conversion blockers. If the answer is "I don't know" or "No," you lose the table. How to Use It You don't have to wait for customers to ask questions. You can seed your own Q&A. Log in to your personal Google account (not your business manager account) and ask the questions you want to answer. Question: "Is the patio open in the winter?" Switch to your Business Profile and answer the question officially as the "Owner." Answer: "Yes! Our patio is fully enclosed and heated to 72 degrees all winter long. It's perfect for cozy dinners." Upvote Your Answer: Click the "thumbs up" on your own answer. This ensures it stays at the top of the list so it’s the first thing people see. 🚀 Quick Win: The 10-Minute "Holiday Hours" Audit Nothing kills customer trust faster than driving to a restaurant that Google says is "Open" only to find a locked door. Do this right now: Log in to your Google Business Profile. Go to "Edit Profile" > "Business Information" > "Hours". Scroll down to "Holiday hours." Input your specific hours for Christmas Eve, Christmas Day, NYE, and New Year's Day now. Even if you are open regular hours, enter them specifically for those dates. This gives your profile a green "Hours confirmed by business" tag, which builds massive trust with diners. 4. Reduce Friction with "Reserve with Google." If a customer finds you on Google Maps, they are "high intent"—they are hungry and ready to book. If they have to click your website, find the "Reservations" tab, and load a slow widget, you might lose them. Why It Matters "Reserve with Google" allows customers to book a table directly inside the Google Maps app without ever leaving the page. It removes friction. In 2025, convenience wins. How to Use It Check Your Integration: Most major reservation platforms (OpenTable, Resy, Tock, Toast) integrate automatically, but it often requires you to "flip a switch" in your POS or reservation software settings to authorize the connection. Waitlist Management: If you don't take reservations, use the "Join Waitlist" feature. This is huge for casual dining. Allowing a customer to get in line while they are driving over prevents them from seeing a "45 min wait" arrival and turning around. Note: Some restaurant owners worry about owning the customer data. While direct bookings are great, a Google booking is better than no booking. You can always capture their email for your newsletter when they dine with you. 5. Visual SEO: Managing the "Vibe Check." Younger diners (Gen Z and Millennials) are using Google Maps and Instagram almost interchangeably. They are looking for a "vibe check." They want to know what the lighting feels like and what the crowd looks like right now. Why It Matters Google is increasingly prioritizing "visuals first" in mobile search results. A text description of your dining room is no longer enough. If your "Owner Uploaded" photos are from 2019, your restaurant looks dated and neglected to the algorithm. How to Use It The Winter Refresh: Upload 5-10 new high-quality photos specifically showcasing your winter atmosphere. Think: candlelight, cozy corners, seasonal decor, and steaming hot dishes. Nudge Customers: Create a small table tent with a QR code that says, "Snap a pic of your meal? Upload it to Google to help locals find us!" User-Generated Content (UGC) is trusted 12x more than brand content. Video is King: You can now upload 30-second videos to your profile. A quick pan of the dining room during a busy Friday night creates "social proof"—it shows people that your restaurant is the place to be. Conclusion: Consistency is Key Optimizing your Google Business Profile isn't a "set it and forget it" task. It is an ongoing conversation with your customers and the algorithm. These free tools are powerful levelers; a small independent bistro with a fully optimized profile can easily outrank a major chain that is sleeping on these updates. However, I know that for a busy owner, keeping up with local restaurant marketing tech can feel like a second job. If you are struggling to implement these changes or want a comprehensive audit of your digital footprint, it might be time to look into professional restaurant marketing consulting. We can help you build a system that keeps your digital doors as welcoming as your physical ones.
