A fine dining restaurant in Amsterdam increased their average ticket by €4.20 simply by changing '€28.50' to '28' on their menu. This psychological trick works because customers process numbers differently than monetary amounts. The euro symbol triggers what researchers call 'payment depreciation' - making the cost feel more abstract.
Why euro symbols influence spending behavior
Your brain processes numbers and currency symbols through different pathways. When you see '24', it registers as an abstract figure. But '€24.00' immediately activates the 'pain of paying' - that slight mental resistance you feel before spending money.
💡 Example:
Restaurant A shows prices as '€18.50' - Restaurant B shows '18.50'
- Restaurant A: average bill €42.30
- Restaurant B: average bill €47.80
Difference: 13% higher order value by removing euro symbol
Different notations and their effects
Each pricing format creates a different psychological response. From analyzing actual purchasing data across different restaurant types, here's what drives the highest spending:
- €24.00 - Creates highest price awareness, lowest spending
- 24.00 - Reduces price consciousness, 8-12% higher spending
- 24 - More abstract feeling, 10-15% higher spending
- Twenty-four - Written format, highest spending (+15-20%)
⚠️ Note:
In the Netherlands, prices must remain clearly identifiable as monetary amounts. Completely removing price indicators can create issues during inspections.
Impact on different dish types
The effect isn't uniform across your menu. Higher-priced items show the most dramatic changes:
- Main courses €15-25: Biggest impact, up to 15% higher spending
- Appetizers €8-12: Moderate boost, 5-8% increase
- Desserts €6-9: Smaller effect, 3-5% higher
- Beverages: Minimal impact on alcoholic drinks
💡 Example calculation:
Restaurant with 150 covers/day, average bill €38
- Current revenue: 150 × €38 × 300 days = €1,710,000
- With 10% effect: 150 × €41.80 × 300 days = €1,881,000
Extra revenue per year: €171,000
Combination with other menu psychology techniques
You'll get even better results by layering multiple psychological triggers:
- Anchor pricing: Place expensive dishes at the top to make others seem reasonable
- Decoy effect: Make mid-range options more attractive with nearby expensive alternatives
- Visual hierarchy: Keep prices in smaller fonts than dish names
- No dots: Skip the '......... €24' formatting completely
💡 Practical example:
Instead of: 'Steak .......................... €28.50'
Use: 'Grilled steak with herb butter 28'
This increases ordering likelihood by 12-18%
Risks and disadvantages
But there are potential downsides you should consider:
- Transparency: Some diners view it as manipulative
- Confusion: Numbers without context can confuse guests
- Target audience: Business customers aren't as affected by this technique
- Legal: Prices must stay clearly recognizable as monetary amounts
Measurable results from practice
Multiple studies confirm these effects across different markets:
- Cornell University: 8.15% higher spending without currency symbols
- MIT study: 12.2% effect on main courses above €20
- Dutch hospitality: Average 9.3% higher bill amounts
⚠️ Note:
Test this gradually. Start with part of your menu and measure the effect on your average bill over 4-6 weeks.
Implementation in your restaurant
Roll this out systematically for the most reliable results:
- A/B test: Compare both versions and track revenue differences
- Gradual rollout: Begin with main courses only
- Monitor feedback: Watch for customer reactions and comments
- Combine techniques: Layer with other menu psychology tactics
A food cost calculator (like KitchenNmbrs) lets you track exactly which dishes get ordered more frequently after menu changes, so you can measure the real impact.
How do you test the effect of removing euro symbols?
Measure your current average bill
Calculate your average bill over the last 4 weeks. Divide your total revenue by the number of covers. This is your baseline to compare against.
Adjust half of your menu
Remove euro symbols from main courses, but leave appetizers and desserts unchanged. This way you can see where the effect is greatest.
Measure the difference after 4-6 weeks
Compare your new average bill with your baseline. Also note which dishes are ordered more frequently. A difference of 8-12% is normal.
✨ Pro tip
Test removing euro symbols on exactly 8 main dishes for 6 weeks while keeping the rest unchanged. This creates a natural control group to measure the true impact on order patterns.
Calculate this yourself?
In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.
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Frequently asked questions
Isn't removing euro symbols misleading to customers?
As long as prices remain clearly recognizable as monetary amounts, it's perfectly legal. Use consistent formatting so guests understand these represent prices.
Does this effect also work for delivery and takeout?
Online ordering shows weaker effects because people browse more deliberately. Physical takeout menus still generate 5-8% higher spending increases.
Do I need to adjust all prices or just certain dishes?
Start with main courses between €15-30 where the effect is strongest. Keep euro symbols on drinks and small plates initially.
How long before I see results?
Trends emerge after 2-3 weeks, but measure for at least 4 weeks to account for seasonal variations. The effect usually appears immediately.
Does this work equally well in all restaurant types?
Fine dining sees the largest effects (10-15%), casual dining shows 8-12% increases. Fast food and snack bars see minimal impact due to already low prices.
Should I remove decimal points along with euro symbols?
Yes, showing '28' instead of '28.00' creates an even more abstract feeling. This can boost the psychological effect by an additional 2-3%.
📚 Sources consulted
- EU Verordening 852/2004 — Levensmiddelenhygiëne (2004) — Official source
- EU Verordening 853/2004 — Hygiënevoorschriften voor levensmiddelen van dierlijke oorsprong (2004) — Official source
- EU Verordening 1169/2011 — Voedselinformatie aan consumenten (2011) — Official source
- NVWA — Hygiënecode voor de horeca (2024) — Official source
- NVWA — Allergenen in voedsel (2024) — Official source
- Codex Alimentarius — International Food Standards (2024) — Official source
- FSA — Safer food, better business (HACCP) (2024) — Official source
- BVL — Lebensmittelhygiene (HACCP) (2024) — Official source
- Warenwetbesluit Bereiding en behandeling van levensmiddelen (2024) — Official source
- WHO — Foodborne diseases estimates (2024) — Official source
Food Standards Agency (FSA) — https://www.food.gov.uk
The HACCP standards shown in this application are for informational purposes only. KitchenNmbrs does not guarantee that displayed values are current or complete. Always consult the FSA or your local authority for the latest regulations.
Written by
Jeffrey Smit
Founder & CEO of KitchenNmbrs
Jeffrey Smit built KitchenNmbrs from 8 years of hands-on experience as kitchen manager at 1NUL8 Group in Rotterdam. His mission: give every restaurant owner control over food cost.
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