In an unprecedented move in the casual dining industry, T.G.I. Friday’s restaurants today became the first restaurant chain in the category to offer a variety of smaller portion entrees at lower prices all day, every day with its Right Portion, Right Price menu and they are using color to help hide the size difference.
In an article in the New York Times yesterday Richard Snead, head of the company that owns T.G.I. Friday’s and other restaurants shared that “The traditional portions are served in white bowls, with the smaller ones on plates that are about the same size, but red, which helps to mask the size differences.”
Since red is their brand color it makes sense that TGIFriday’s would want to use red plates but the fact that the color red intensifies our sense of smell and can increase our appetite means they are sending an unconscious mixed message.
