Charm pricing
Example: A neighborhood taqueria prices its burrito at $11.95 instead of $12, because the cents ending makes the menu read as carefully priced rather than rounded up, even though the real difference is a nickel.
prices ending in .95, .99, or .49
A pricing convention in which the cents portion ends in a number designed to make the price feel lower than the next round figure — \$19.95 instead of \$20, \$11.99 instead of \$12. Long established in retail; selectively used in restaurants depending on tier. The Menu Copy Inspector reports per-item pricing format and what each convention signals.
Why it matters
Cornell's Kimes & Wirtz studies on restaurant pricing found that dropping the dollar sign entirely (writing "19" instead of "\$19") lifts average per-cover spend ~8%, while charm pricing communicates value but undercuts perceived quality at the upper price tiers. The right convention isn't universal — it depends on the segment, the average check, and the brand voice. Menu copy and price presentation are inseparable.
Frequently asked
What is charm pricing?
Charm pricing is a pricing convention in which the cents portion ends in a number designed to make the price feel lower than the next round figure — $19.95 instead of $20, $11.99 instead of $12. Long established in retail; selectively used in restaurants depending on tier. The Menu Copy Inspector reports per-item pricing format and what each convention signals.
Why does charm pricing matter for a restaurant?
Cornell's Kimes & Wirtz studies on restaurant pricing found that dropping the dollar sign entirely (writing "19" instead of "$19") lifts average per-cover spend ~8%, while charm pricing communicates value but undercuts perceived quality at the upper price tiers. The right convention isn't universal — it depends on the segment, the average check, and the brand voice. Menu copy and price presentation are inseparable.
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