--- author: Adam's Axiom date: '2026-11-07' guest: '' layout: post.njk source: https://www.youtube.com/watch?v=zBs50JDIIs4 speaker: Adam's Axiom tags: - restaurant-pricing - consumer-psychology - menu-design - upselling title: 餐馆诱导顾客增加消费的十种策略 summary: 视频梳理了餐馆促使顾客增加消费的十种策略，包括免费面包与水、饮品单独定价、套餐组合、顺带加购推销、特色菜推介、大份量分量、无限续杯续份、欢乐时光折扣、儿童免费用餐以及手机应用优惠。分析指出这些做法通过重塑价格认知、增加心理惯性或附加消费，促使总体账单超出原定计划。 insight: '' draft: true series: '' category: business-entrepreneurship area: finance-wealth project: [] people: [] companies_orgs: - Texas Roadhouse - Chili's - McDonald's - Red Robin - Applebee's - IHOP products_models: [] media_books: [] status: evergreen --- 以下是餐馆用来让你多点餐的 10 种策略，甚至在你还没打开菜单前就已经开始了。
Original English Here are 10 tricks restaurants use to make you order more, starting before you've even opened the menu
### 第一招：免费面包与水 **第一：免费的面包和水。** 你刚坐下，就有人给你端来了东西。在餐馆向你收钱之前，它已经让你感受到了被照顾。这会改变你对下一次要求的感受。当服务员推荐开胃菜时，你面对的是一个刚刚对你展现过善意的人。回报人情是一种常见的社交习惯，即使根本没有人要求你回报。面包还能让你在等待时有事可做。摆着热小面包的桌子，给人的感觉与空荡荡的桌子配上时钟截然不同。Texas Roadhouse 甚至将其新鲜现烤的面包作为品牌特色的一部分。这种实用的技巧就在于迎宾。在开始评估价格之前，餐馆就已经在建立你的好感了。
Original English Number one: the free bread and water. You've barely sat down and somebody has already brought you something. Before the restaurant asks for your money, it has made you feel looked after. That can change how the next request feels. When the server recommends an appetizer, you're responding to a person who has just done something nice for you. Returning a favor is a familiar social habit, even when nobody has asked you to return it. Bread also gives you something to do while you wait. A table with warm rolls feels different from an empty table and a clock. Texas Roadhouse even makes its fresh-baked bread part of its identity. The useful trick is the welcome. The restaurant starts building goodwill before you start judging its prices.
### 第二招：饮品附加消费 **第二：饮品。** 在选择这家餐馆之前，你可能比较过汉堡和牛排的价格。你可能没有比较过苏打水。一旦坐下了，为了买便宜一点的饮品而离开去别处就显得很荒谬。你是在面前现有的选项中做选择，而且主餐已经让这次消费感觉像是一笔更大的开销。饮品就变成了一项你几乎不会去斟酌的附加消费。
Original English Number two, the drink. You probably compared the burgers and steaks before choosing the restaurant. You may not have compared the soda. Once you're seated, leaving to buy a cheaper drink elsewhere would be absurd. You're choosing from the options in front of you, and the main meal has already made this feel like a larger purchase. A drink can become an addition you barely assess.
菜单将饮品单独标价，而你的注意力却始终放在正餐上。想象一下两个人各选了一个 15 美元的汉堡和 3 美元的饮品。汉堡让这顿晚餐看起来像是 30 美元的决定。在计入税费或小费之前，饮品让总额达到了 36 美元。足足多了五分之一。这两份餐点本身并没有发生什么戏剧性的变化。额外的开销来自于餐桌上每个人重复做出的微小选择，而这个价格在最初并没有引起你的注意。
Original English The menu gives the drink its own price while your attention stays on dinner. Imagine two people choosing fifteen-dollar burgers and three-dollar drinks. The burgers make dinner look like a thirty-dollar decision. The drinks take it to thirty-six dollars before tax or tip. A fifth more. Nothing dramatic happened to either order. The extra spending came from a small choice repeated around the table outside the price that first caught your attention.
有些餐馆反转了展示方式。Chili's 宣传其 10.99 美元起、包含饮品的“Three for Me”套餐。现在饮品变成了帮助推销套餐的元素。无论哪种方式，对你的钱包起决定作用的都是整笔订单，哪怕你的大脑还停留在只是买个汉堡的阶段。
Original English Some restaurants reverse the presentation. Chili's advertises its Three for Me meal from ten dollars ninety-nine with a drink included. Now the drink helps sell the package. Either way, what matters to your wallet is the complete order, even when your brain is still shopping for a burger.
### 第三招：套餐组合 **第三：组合套餐。** 在 2024 年推出的 5 美元套餐优惠中，McDonald's 在指定参与门店提供了一个麦香鸡三明治、小份薯条、4 块麦乐鸡以及一杯小份饮品。如果你刚好这四样都要，这种捆绑组合可能是一笔划算的交易。
Original English Number three, the combo meal. In its 2024 five dollar meal deal, McDonald's offered a McChicken sandwich, small fries, four nuggets, and a small drink at participating restaurants. If you wanted all four things, the bundle can be a useful deal.
但假设你走进来时只想要一个三明治，餐馆却改变了比较的基础。你不再去考虑这顿午餐要花多少钱，而是变成了思考多花一点钱能拿到多少食物。额外的餐品是一起送来的，所以你不会逐一做出三次决定去思考自己究竟想不想要它们。它们变成了看起来很标准的一餐，而单点一个三明治反而显得不完整了。你真正需要做的对比，应当是你原本实际会购买的餐点。想象一下一个 4 美元的三明治和一个 6 美元的组合餐。相比单独购买套餐里的每样东西，6 美元看起来可能很便宜。但与你本来要买的三明治相比，它多了 2 美元。
Original English But suppose you walked in wanting only a sandwich, the restaurant has changed the comparison. Instead of asking what lunch will cost, you're asking how much food you can get for a little more. The extra items arrive together, so you don't make three separate decisions about whether you want them. They become the normal-looking meal, while the sandwich alone starts looking incomplete. The comparison you need is the order you would actually have bought. Imagine a four dollar sandwich and a six dollar bundle. Against buying every bundled item separately, six dollars might look cheap. Against the sandwich you came for, it's two dollars more.
餐馆通过在旁边放一个更大的总价，让这个更大的餐盘组合看起来很划算。捆绑销售既可以在所包含的项目上省钱，同时又让你花得比最初打算的更多。这两点可以同时成立。薯条并没有违背算术法则，它们只是改变了问题的性质。
Original English The restaurant makes the bigger basket look economical by putting a still bigger total beside it. A bundle can save money on the items inside it and still make you spend more than you originally intended. Both can be true. The fries haven't broken the laws of arithmetic. They've changed the question
### 第四招：“要不要顺便配点什么？” **第四：“你想搭配点什么吗？”** 时机的把握非常关键。你已经决定购买了，所以接下来的选择感觉就没那么重大。你不再是决定要不要吃午餐，而是在决定要不要升级你已经选好的午餐。McDonald's 在 2025 年推出了“买一加一美元”活动：购买一件符合条件的全价餐品，只要再加 1 美元就能额外获得另一件符合条件的餐品。那第二个价格会吸引你的注意力，而第一件商品的全额价格则悄然退为背景。
Original English Number four: Would you like something with that? The timing matters. You've already decided to buy, so the next choice feels smaller. You're no longer deciding whether to have lunch, you're deciding whether to improve the lunch you've chosen. McDonald's launched its buy one, add one for a dollar offer in twenty twenty-five. Buy an eligible full-price item and add another eligible item for one dollar. That second price gets your attention. The full price of the first item quietly becomes the background.
如果你本来就想要第二件餐品，那很好。如果你原本不想要，该优惠通过让额外支出的金额感觉极其微小，创造了一笔新的消费。加芝士、换大份配菜和推荐甜点背后也是同样的逻辑。每个提问都接在之前的“同意”之后。到最后，订单通过一系列每一个都让人觉得无需在意的微小决定，不知不觉膨胀了起来。
Original English If you wanted the second item anyway, good. If you didn't, the offer has created another purchase by making the extra payment feel tiny. The same logic sits behind extra cheese, a larger side, and a dessert suggestion. Each question arrives after the previous yes. By the end, the order has grown through a series of decisions that each felt too small to worry about.
### 第五招：今日特色菜水牌 **第五：特色菜水牌。** 在你通览整本菜单前，餐馆就已经选出了几道菜供你关注。想象一下你走进来时还没有拿定主意。水牌上写着一道特色鸡肉菜品，服务员又口头提了一次。这道菜比起你根本还没注意到的意面就占据了先机。你可以直接设想点这道菜，而不必逐一对比每一个替代选项。“特色”（special）这个词听起来也像是一种实惠，哪怕它仅仅代表厨房今天提供了一些不同的东西。它可能是应季的、便于备料的，也可能确实很划算。仅仅凭这个词本身无法告诉你属于哪一种。口头推荐尤其方便，因为它替你分担了一部分做选择的负担。你是出来吃饭的，不是来对 27 道主菜进行逐个面试的。餐馆不必把其他菜品藏起来，它只需要让其中一道最容易进入你的脑海即可。
Original English Number five, the specials board. Before you've compared the whole menu, the restaurant has nominated a few dishes for your attention. Imagine walking in undecided. The board describes a chicken special, and the server mentions it again. That dish now has a head start over the pasta you haven't even noticed. You can picture ordering it without working through every alternative. The word special can also sound like a bargain, even when it only means the kitchen is offering something different today. It might be seasonal, convenient to prepare, or genuinely good value. The word alone doesn't tell you which. A spoken recommendation is especially convenient because it removes some of the work of choosing. You've come out to eat, not conduct interviews with 27 entrees. The restaurant doesn't have to hide the other dishes. It only has to make one of them the easiest to think about
### 第六招：超大分量 **第六：大份量。** 巨大的分量让“价值”变得清晰可见。你能看到堆成小山的薯条、汉堡的大小以及食物占据了多大的盘子空间。相比之下，你很难直观看到餐馆的成本。这把问题从你是否需要这顿饭，转变成了你花这笔钱是不是得到了足够多的东西。大号订单看起来像是一个明智的选择，因为食物的增加幅度似乎超过了价格的涨幅。
Original English Number six, the big plate. A huge portion makes value visible. You can see the pile of fries, the size of the burger, and how much space the food occupies. You can't see the restaurant's costs nearly as easily. That shifts the question from whether you need this meal to whether you're getting enough for the money. A larger order can look like the sensible choice because the increase in food seems bigger than the increase in price.
接着在你的脑海中，剩菜变成了明天的午餐。实际情况可能确实如此；但如果它们一直留在冰箱里直到被你扔掉，你就相当于为一顿从未吃过的第二餐买了单。假设一份 16 美元的餐点在你升级成更大份时变成了 20 美元。如果多出来的食物替代了明天价值 8 美元的午餐，那么这 4 美元的升级在两餐中为你节省了 4 美元。如果你明天还是另外买了午餐，这种节省就不复存在了。尽管大分量立竿见影地展现了其吸引力，其实际价值却取决于随后的行为。大分量仅仅通过让“丰盛”显得“划算”，就能影响你所点的餐品。食物更多是容易展现的；你是否真的需要它则是另一回事。
Original English Then the leftovers become tomorrow's lunch in your head. That may be exactly what happens, but if they sit in the refrigerator until you throw them out, you've paid for a second meal you never ate. Suppose a sixteen dollar meal becomes twenty dollars when you choose the larger size. If the extra food replaces tomorrow's eight dollar lunch, that four dollar upgrade has saved you four dollars across the two meals. If you buy tomorrow's lunch anyway, the saving disappears. Value depends on a later action, even though the larger portion makes its case immediately. A large portion can influence what you order simply by making abundance feel like value. More food is easy to demonstrate. Whether you actually wanted it is a separate matter
### 第七招：无限续杯续份 **第七：无限续份。** Red Robin 主打无限续份的薯条、精选配菜和饮品。“无限”（bottomless）这个词让这项优惠听起来几乎不可能被消耗殆尽。但你并不是按照最终消费的量来付款，你支付的是“获取更多”的权限。只吃了一份的顾客和要求再来一份的顾客，可能支付完全相同的标价。这意味着即便你从未续过份，这个承诺也足以帮助推销这顿餐点。你买下的是一种感觉：餐馆不会在你吃得正开心时打断你。
Original English Number seven, bottomless refills. Red Robin promotes bottomless fries, selected sides, and drinks. The word makes the offer sound almost impossible to exhaust. But you don't pay according to the amount you finally consume. You pay for access to more. A customer who has one serving and a customer who asks for another can pay the same listed price. That means the promise can help sell the meal even when you never use the refill. You're buying the feeling that the restaurant won't stop you just as you're enjoying yourself.
续上第二份时的感觉也会有所不同。第一份是花了钱的；下一份感觉就像是免费的，因为端上来时账单并没有增加。其中的策略在于，“无限”描述的是优惠本身，而你的食量则设定了一个非常实际的上限。餐馆不太可能遇到一个拥有无限胃口的人。
Original English There's also a change in how the second serving feels. The first one cost money. The next one feels free because the bill doesn't rise when it arrives. The trick is that unlimited describes the offer while your appetite supplies a very practical limit. The restaurant is unlikely to encounter an unlimited person
### 第八招：欢乐时光 **第八：欢乐时光。** 即便餐厅内空空荡荡，餐馆依然要保有桌位、厨房和员工。折扣可以给你一个在原本不会光顾的时间前往的理由。例如，Applebee's 宣传深夜半价开胃菜。这种吸引力很直接：当你能指出节省了多少时，同样的订单看起来就更有吸引力了。
Original English Number eight, happy hour. A restaurant has tables, a kitchen, and staff even when the dining room is quiet. A discount can give you a reason to arrive at a time you otherwise wouldn't. Applebee's, for example, advertises late-night half-price appetizers. The attraction is straightforward. The same kind of order looks more appealing when you can point to a saving.
但折扣同时也提供了一个时间截止点。你不再是权衡今晚要不要出门，而是开始考虑自己能不能按时赶到那里。一旦到了店里，又有朋友加入进来，另一道菜听起来也不错，打折的餐品就成了账单的开端。如果一项更便宜的餐品促成了一次原本未计划的外出消费，它反而可能造就一个更昂贵的夜晚。空桌子不会为餐馆带来任何收益；你的特惠消费给了它把其余东西卖出去的机会。
Original English But the discount also supplies a deadline. Instead of deciding whether to go out tonight, you start deciding whether you can get there in time. Once you're there, another person joins you, another dish sounds good, and the discounted item becomes the beginning of the bill. A cheaper item can produce a more expensive evening if it creates a visit you weren't planning. An empty table earns the restaurant nothing. Your bargain gives it a chance to sell the rest
### 第九招：儿童免费用餐 **第九：儿童免费用餐。** 招牌上写着谁不用付钱，而条款则会告诉你谁要付钱。在 2016 年的一次促销中，参与活动的 IHOP 门店提供购买一份成人主餐即可获赠一份免费儿童主餐的优惠。对于权衡全家去哪里吃饭的家长来说，免去孩子的餐费可能非常有说服力。这也帮助餐馆赢得了成年人的订单。免费的餐盘并不是孤立于交易之外的慷慨之举，它是依附在需要付费的餐点之上的。
Original English Number nine, kids eat free. The sign names the person who isn't paying. The conditions tell you who is. In a 2016 promotion, participating IHOP restaurants offered a free children's entrée with the purchase of an adult entrée. For a parent choosing where the family will eat, removing the children's meals from the bill can be persuasive. It also helps the restaurant win the adults' orders. The free plate isn't a separate act of generosity floating outside the sale. It's attached to the paying meal.
设想两位成人带两个孩子。在一家餐馆，两份 18 美元的成人餐可以解锁免费儿童餐，相当于 36 美元的食物。而在别处，两份 12 美元的成人餐加上两份 5 美元的儿童餐总计 34 美元。带有两份免费餐盘的优惠最终的花费可能依然更高。只有当四个人的消费都列在同一张账单上时，你才能看清这一点。真正有用的对比是全家人的总账单，包括该项优惠未涵盖的任何项目。免费的儿童餐并不会让大人凭空消失——尽管那样的促销可能会更受欢迎。
Original English Imagine two adults and two children. At one restaurant, two $18 adult meals unlock the free children's meals for $36 in food. Elsewhere, two $12 adult meals and two $5 children's meals total $34. The offer with two free plates can still cost more. You only see that once all four people are on the same bill. The useful comparison is the whole family's bill, including anything the offer leaves out. A free children's meal doesn't make the grownups disappear, although that might be an even more popular promotion
### 第十招：应用端专属优惠 **第十：手机应用专属优惠。** 菜单如今能一路跟着你回家。手机通知不会等你决定肚子饿了才出现，它直接给了你一个开始考虑食物的理由。在 2024 年的夏季促销中，McDonald's 在周五通过该应用消费满至少 1 美元即赠送中份薯条。你仍然必须打开应用、下单并完成消费。
Original English Number ten. The app deal. The menu can now follow you home. A notification doesn't wait for you to decide you're hungry. It gives you a reason to start thinking about food. In its twenty twenty-four summer promotion, McDonald's offered free medium fries on Fridays with a purchase of at least one dollar through the app. You still had to open the app, place an order, and make a purchase.
关键的区别在于，这项优惠究竟是改变了你原本就要下的订单，还是凭空创造了又一次光顾。如果你因为优惠券快要过期而购买了午餐，餐馆就已经成功将折扣转变成了一个截止期限。奖励积分则为你提供了另一个再次光顾的理由。下一次购买会让人感觉像是朝着你已经赚取的目标迈进了一步。你的手机变成了一份懂得如何主动切入日常对话的菜单。
Original English The distinction is whether the deal changes an order you were already making or creates another visit. If you buy lunch because the coupon is about to expire, the restaurant has turned a saving into a deadline. Rewards give you another reason to come back. The next purchase can feel like progress towards something you've already earned. Your phone becomes a menu that knows how to invite itself into the conversation
想了解在走到收银台前就改变你购买选择的促销手段，请收看奥特莱斯折扣店诱导你增加开销的种种技巧。
Original English For the bargains that change what you buy before you ever reach the checkout, watch every trick outlet stores use to make you spend more