Rory Sutherland tells why restaurants want you to order wine more than any other drink.
Rory Sutherland’s fascinating study dives into the subtle psychology behind why restaurants push us to order wine more than any other drink. His insights reveal how establishments carefully manipulate the dining experience to guide us toward that glass of vino.
It’s not just about taste—there’s a calculated strategy at play. Restaurants often have a separate wine menu, physically different from the regular drinks list, making wine feel like a more premium, “special” choice. By having its own menu, wine becomes an event, something that stands out on its own. It’s less about just getting a drink and more about choosing a refined experience.
And here’s the kicker: notice how, when you sit down, the wine glasses are already placed on the table? That’s no accident. It’s a psychological nudge, subtly suggesting that wine is the expected drink for the evening. It plants the idea in your mind before you even think about ordering, creating a sense of social or dining expectation. The sight of those empty wine glasses signals that wine is the natural choice to complete the dining experience.
All these small tactics add up to make you feel like wine is not just an option but the best option, or even the only option for a meal with sophistication. Restaurants do this because wine is often one of the highest-margin items, meaning it brings in more profit than other drinks. So the next time you’re handed a wine menu and see those glasses gleaming in front of you, know that it’s all part of a clever strategy to enhance your dining experience while driving up the restaurant’s profit!
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29 Comments
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1000% prefer spirits
I have autism and worked in marketing for 20 years. Red or white? Neither, I'll have an Ardbeg, thanks.
This is true. I like an occasional glass of wine but if I buy it in a restaurant it's as much as anything because I like the restaurant and want, effectively, to give them a nice tip.
Sales is about getting people to make choices, not decisions. Your job is to control the choices they have
He clearly don’t like wine, and therefore this wining.
Wine is great
So glad they recently delivered the wine I ordered last month.
"You can't charge 8 quid for a beer"
Hipster brewery: Hold my beer
I like wine, but I’m tired of buying it in bars. They poured it in those fake thick bar glasses and then they give you a short poor.
Wine is swill. Plus, it gives me a stomach and headache.
We get it you hate wine
Wine is terrible. Totally agree with his ending statements 😅
A british guy who doesn't like wine, who'd of thought…
I love my cheap box wine, i call it my adult juice box.
If you don't order wine the waiter says:
"Very good sir"
is this a b testing to see which slightly different version of the same basic statement gets the most traffic? I have seen countless versions of this.
L take red wine is great. Sure the cheap stuff is rubbish, so just don’t buy the cheap stuff…
Never forced to play asking with red or white charade, as I will never ask for wine… I'd rather drink my own piss than drink any wine, horrible stuff!
I knew I wasn’t tripping. Wine is disgusting
"You cant change 8 quid for a pint of beer"
Laughs in 2024
Repost
Hmm where I live they do charge us 8 quid for a pint of beer in restaurants and bars…
I hope nobody actually listens to this moron
Or do you not like wine because you think its a scam?
Ive seen this clip 20 billion times holy
I don't drink wine I am not gay or LGHDTV
My last roomate loves expensive wine because she thinks buying expensive wine doesn't make her an alcoholic. But it makes her an alcoholic in denial who has bad spending habits 😂
He doesn't know how to choose wine. OK, ask for a taste of 2 or 3 wines and then choose.