I went to a restaurant recently, one that could be placed comfortably in the same genre as Cheesecake Factory. Nice atmosphere, food’s great. But what stood out most to me was the way they marketed desserts.
What would you think the top reason is that people don’t order dessert? I’d guess that the first or second (the other being health/weight concerns) is that their entrée leaves them too full to eat more. How do you sell a dessert to someone who’s too stuffed to eat one? Get them to order it before they’re stuffed.
Our server initially mentioned, then reminded us on almost every appearance she made at our table, that all of their desserts are delicious, made‐to‐order and take up to 30 minutes to prepare, so my dining companion and I should get our dessert order in early if we don’t want to wait.
This might not give a non‐critical thinker pause, but — you know — I tend to notice when someone’s reaching for my wallet. I also understand that restaurants tend to run at pretty slim profit margins, and how important attach rates of desserts, drinks and appetizers are to their business.
They really want you to have that slice of cheesecake, even if they’re probably going to be boxing it up to‐go. Clever, huh?