Brits have been warned to be wary of a specific dish in restaurants. According to Gordon Ramsay, there’s a certain reason why it should be avoided by customers
When you spot a “dish of the day” at a restaurant, it’s often tempting to give it a go. These menu options are presented as exclusive and described in such an enticing manner that we’re naturally drawn to them. Yet, a marketing and psychology guru has shed light on why this could be a trap. Despite appearances, these deals might not be as fantastic as they seem. On TikTok, marketing whizz Basia claims these “specials” are rarely special at all. In reality, they’re usually concoctions designed to use up ingredients that need to be cleared out.
Take, for instance, a surplus of steak that’s nearing its expiry date; chefs will cleverly incorporate this premium product into a new dish to avoid waste.
In her enlightening clip, Basia remarked: “The daily special written in chalk? It’s been ‘today’s special’ for three weeks. But your brain sees handwriting and thinks: limited, fresh, rare.”
Even Michelin-starred culinary maestro Gordon Ramsay supports this viewpoint, advising diners to steer clear of soup specials. He suggests they’re often just a mix of leftovers that get served up repeatedly.
Speaking to Town & Country, he advised: “Ask what yesterday’s soup du jour was before today’s special. It may be the case that it’s the soup du month.”
Anthony Bourdain also cautioned his Kitchen Confidential audience against ordering fish on Mondays. A fish special at the start of the week could indicate it’s been lingering in the kitchen since Friday, unsold.
Many fish markets tend to shut down over the weekends, suggesting that dishes served on Mondays may not be as fresh as they could be.
Restaurants employ various other psychological tricks. Basia shared more advice in her video, aiming to educate her followers on these subtle marketing tactics….
1. Restaurants often use an “anchoring effect” to manipulate customers’ perception of value
By pricing one steak at £50 and another at £35, the latter appears relatively affordable. As Basia noted: “It’s to make others look like a deal.”
2. The tip jar is never empty
Peer pressure can be a powerful influencer, even when it comes to strangers. Basia observed: “They put cash in the tip jar before you even show up. So when you see it, your brain goes: ‘Oh… tipping is what people do here.”
3. The still or sparkling question
When sitting down at a restaurant, you’re often asked whether you prefer still or sparkling water. Requesting tap water can feel awkward, leading to increased costs.
Basia pointed out: “[It’s] not ‘would you like water?’ It skips the choice of whether, and jumps to which.”
4. Menus without currency symbols
Some restaurants omit the currency symbol from their menus, listing only the numbers. This tactic can affect your perception of the price, making it seem lower than it actually is.
Basia clarified: “Because ‘£24′ screams money. But ’24’ just looks like a number.”
