We often say that there is no harm without comparison. Similarly, cheap and expensive are relative concepts, and there is no cheap without comparison.

For example, if you sell a bowl of porridge, your average price is 12, then customers will subconsciously compare it with porridge that costs four or five dollars outside, and your price will appear higher.

If you set a comparative price yourself, set the one with high gross profit as 12, and then choose a few with slightly opaque prices and set the price higher, such as 15 or 18. In this way, 12 yuan porridge will be more affordable in your whole menu. Here, 15 yuan and 18 yuan's porridge are not the main products, but they exist mainly to make 12 yuan's porridge sell better.

Many restaurants, in order to make customers better accept their own product prices, will specialize in making some products with higher prices and form price anchors, just to better promote their main course sales.

2. divide the whole into several parts

Many people may understand the truth of commodity pricing in supermarkets. Daily necessities in supermarkets are usually marked with 9.9 yuan, 19.9 yuan and 28.9 yuan, instead of integers like 10, 20 and 30. The difference between 9.9 and 10 is only ten cents, but it will give people the feeling that it is less than 10, and it will be cheaper.

In fact, catering pricing can also refer to this practice. Usually restaurants are used to pricing by integer, because it is more convenient for customers to pay, and there will be no trouble in changing. But now that mobile payment tools have become more and more popular, more people will choose WeChat or Alipay to pay, so there is no problem of change. Then the Bayi bowl of noodles with nine yuan naturally sounds more attractive than the noodles with ten yuan.

3, push the bag to play combination boxing

The concept of set meal has basically been recognized by the market for a long time, and it turns out that this practice is really effective. Because the packaging price is cheaper than buying each item separately, this benefit is visible to customers.

For the catering boss, such a discount did not make him suffer, because the customer consumption increased and his overall income also increased. Therefore, pushing the package is a mutually beneficial and win-win way, and this kind of marketing is worth trying by every catering boss.

4, push the size, increase the version.

The same product can also increase the price anchor point, that is, add the plus version. For example, a serving of Hu spicy soup sold in 6 yuan may be expensive for some people and too little for others. Then we might as well push a big one on this basis, the price is set in 8 yuan, and the quantity is appropriately increased.

In this way, compared with a large part of 8 yuan, 6 yuan is not expensive. People who feel that the amount is not enough will also consider it, because they have chosen a small portion, and they can consider the whole portion next time.

Step 5 reduce cash payments

Research shows that when customers pay in cash, they are more likely to feel distressed than swiping their mobile phones or bank cards. After all, for WeChat or bank cards, consumption is just a number. If it's advanced, that's the real grandpa Mao.

Therefore, some changes should be made in payment methods, such as replacing cash transactions with mobile payment, actively scanning customer payment with a code scanning gun instead of letting customers scan code payment, and replacing mobile payment with membership card consumption, all in order to reduce customers' sensitivity to consumption.