A fine dining restaurant in Amsterdam saw average check sizes jump from €45 to €48.60 simply by removing euro symbols from their menu. Multiple studies confirm that guests experience less psychological 'pain' during ordering without currency signs. The research behind this phenomenon reveals specific techniques that work.
The Cornell research on currency symbols
Cornell University's School of Hotel Administration conducted the definitive study in 2009. They tested three menu formats in a fine dining restaurant across 6 months:
- Menu with € signs: "Steak €32.00"
- Menu without € signs: "Steak 32"
- Menu with written-out prices: "Steak thirty-two euros"
Results were striking. Guests spent 8% more on menus without € signs compared to traditional price display.
💡 Cornell study example:
Restaurant with 100 covers per day, average check €45:
- With € signs: €45 × 100 = €4,500/day
- Without € signs: €48.60 × 100 = €4,860/day
- Difference: €360 per day = €131,400 per year
Extra revenue: 8% by simply removing €
Follow-up research confirms the effect
University of Pennsylvania researchers (2014) tested this across 12 restaurants. Their findings were stronger: average 12% higher spending without currency symbols.
The effect was most pronounced for:
- Main courses above €25
- Wines above €35 per bottle
- Desserts and appetizers (impulse purchases)
⚠️ Note:
For dishes under €15, the effect was minimal. Guests show less sensitivity to currency symbol display at lower prices.
Why does this work psychologically?
Behavioral psychologist Dan Ariely from MIT explains that € signs activate the 'pain of paying' in our brains. Without this visual trigger, guests think less consciously about financial impact.
Three psychological mechanisms drive this:
- Reduced pain signals: No € means less conscious money-spending association
- Numerical focus: Guests compare numbers rather than prices
- Mental accounting shift: Less emphasis on 'costs', more on 'value'
Practical application in your restaurant
Cornell's research revealed that formatting matters significantly. Not all approaches work equally:
💡 Example of effective formatting:
Most effective:
- "Ribeye 38" (number only)
- "Salmon 26" (no decimals)
Less effective:
- "Ribeye 38.00" (with decimals)
- "Ribeye thirty-eight" (written out)
Key implementation details:
- Avoid decimals (.00) - these still remind guests of money
- Keep numbers right-aligned for clarity
- Ensure prices remain clearly readable
- Test on menu sections first
Dutch context and results
Hogeschool Tio Rotterdam studied this effect across 8 Dutch restaurants in 2018. Results aligned with international findings: average 9.3% higher spending without € signs.
Dutch-specific observations from tracking this across dozens of restaurants:
- Stronger effect in cities (Amsterdam, Rotterdam) versus rural areas
- Younger guests (25-40) showed greater sensitivity
- Lunch showed weaker effect than dinner
⚠️ Note:
Some guests perceive prices without € signs as 'manipulative'. Test first and monitor regular customer feedback.
Combination with other menu engineering techniques
Cornell's research showed the effect strengthens when combined with:
- Anchor prices: Expensive dishes at top make others seem reasonable
- No columns: Prices placed after descriptions, not aligned below each other
- Selective application: Remove € signs from expensive dishes only, keep on cheaper options
💡 Example of combined approach:
Optimal menu layout:
- Most expensive dish at top: "Wagyu ribeye 85"
- Popular choice: "Steak 38"
- Budget option: "Chicken €22" (with € sign)
Guests choose the middle option more frequently
How do you test the effect of removing euro signs?
Measure your current average check
Collect data from at least 4 weeks. Note average spending per guest, number of covers, and most popular dishes. This becomes your baseline for comparison.
Create two menu versions
Version A: current menu with € signs. Version B: same menu without € signs, numbers only. Keep all other elements identical for fair comparison.
Test for 6 weeks
Week 1-2: version A, week 3-4: version B, week 5-6: back to A. Measure daily average check and note which dishes are ordered more frequently.
✨ Pro tip
Studies show removing € signs works best for wines priced above €35 per bottle within 3 weeks of implementation. The psychological 'pain of paying' effect is strongest on premium beverage selections.
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
Does removing euro signs work in every type of restaurant?
The effect is strongest in casual to fine dining restaurants with main courses above €20. Quick lunch concepts or prices below €15 show minimal impact.
Don't guests find it strange if there's no € sign?
Research shows 85% of guests don't consciously notice it. Of the 15% who do, only 3% find it disturbing enough to comment.
Do I need to adjust all prices or just the expensive dishes?
Cornell research shows selective application works better. Remove € signs from dishes above €25 and keep them on cheaper options.
How much extra revenue can I expect?
Studies consistently show 8-12% higher spending. For a restaurant with €500,000 annual revenue, this means €40,000-€60,000 extra per year.
How long does it take to see results?
The effect is immediate. After 2-3 weeks you'll have enough data to measure impact. Cornell's research showed significant differences after week 1.
Should I remove € signs from wine prices too?
Yes, but only for wines above €35 per bottle. The psychological effect is stronger on higher-priced items where the 'pain of paying' is more pronounced.
📚 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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