Customer psychology in the restaurant business: 6 ways to boost your sales
July 15, 2025
Why does a customer add a €2 cookie when paying online, but hesitate to have dessert at the table when the waiter suggests it?
Why does a customer come back to use his €3 cashback but ignore a promotion displayed prominently in your shop window?
In the restaurant business, choosing a dish, an extra or a return is not just a matter of taste or budget. It's often a matter of perception.
And these perceptions are influenced by what we call cognitive biases: psychological mechanisms that shape our decisions, sometimes without us realizing it.
In this guide, we decipher 6 of them: the simplest to activate, the most effective and the most adapted to your field realities.
For each lever, you will find :
➜ what science has to say about customer behavior
➜ how it translates into a restoration context
➜ ideas for concrete actions to implement, without disrupting your organization
The aim is not to manipulate, but to create a more intuitive experience to drive sales effortlessly.
01. The pain of payment: make it invisible
The moment of payment is never insignificant. It closes the experiment, and let's be honest: nobody's looking forward to it.
It's often here that the brain becomes tense. Mven if everything has gone well, a poorly handled detail at the checkout can leave a bitter taste.
What science tells us about the pain of payment
The pain of payment is a well-documented concept. In 1998, researchers Prelec & Loewenstein demonstrated that the more tangible a payment (banknotes, coins, paper bills, etc.), the more it activates an area of the brain linked to physical pain.
This is what they call the "pain of paying": the cost is perceived as an immediate loss, which reduces overall satisfaction.
The more visible the payment, the more it disturbs. Conversely, when it's fluid, rapid, or even almost imperceptible, this pain is greatly reduced.
According to a study in the Journal of Banking & Finance, contactless payment generates an average 15.3% increase in the average shopping basket compared with cash.
According to a Mastercard study, contactless increases purchasing decisions by 30 % in the fast-food sector.
Because what doesn't "hurt" encourages unrestrained consumption.
3 solutions to reduce friction today
Mobile and contactless payment: a smoother passage to action
Contactless or mobile wallets (such as Apple Pay) shorten the payment stage and reduce the feeling of loss.
The gesture is quick, integrated into the movement, without reflection. The sensation of "paying" disappears.
QR Code at the table: eliminate the wait at checkout
Pay from tableby scanning a QR Code, eliminates one of the most tense moments in service: the wait for the bill.
For the customer, it's faster and more autonomous. For the team, it means fewer demands and less clutter at the checkout.
Payment takes place in the background, without tension or loss of time.
Want to find out more? Check out our resource ➜ Catering: everything you need to know about QR codes
Online pre-ordering: an uninterrupted journey
With the Click & Collect or the Click & DeliveryThe customer orders and pays online, even before arriving or being delivered. Payment is already behind them.
There's no longer a disconnect between the pleasure of consuming and the obligation to pay. This simplifies the shopping experience and boosts post-purchase satisfaction.
Want to find out more? Check out our resource ➜ Click & Collect: benefits for your restaurant
02. Loss aversion: better to offer than to promise
We hate to lose what we think we own. This is known as loss aversion: we'd rather avoid losing €5 than gain €5. And in foodservice, this psychological reflex can become a powerful lever.
A customer who knows he's entitled to an advantage, a discount, a credit... will more easily make the effort to come back. Not to win, but to avoid losing what they already have.
Loyalty and rewards: how to create a real need to lose
The feeling of possession does not depend on the actual value of a benefit, but on its perception. As soon as a customer collects points or receives a credit, they consider it theirs.
And this simple reflex keeps him coming back: not to buy, but to get back what he's already earned.
A good loyalty program plays less on promise than on the fear of missing out.
3 digital tools to activate this psychological lever
Immediate cashback: generating a post-purchase reassurance effect
By crediting an amount just after the purchase (e.g. 5% of the order), you create a feeling of "earned profit". The customer leaves with something in their pocket, reinforcing the impression of having made a good choice.
Loyalty balance display: making visible what the customer can lose
A points counter or credit balance displayed on the screen (on the ticket, app, email...) reminds customers that they already have something to collect. It's a powerful trigger for the next visit.
Automatic relaunch before expiration: don't let anything sleep
You can program a reminder a few days before a benefit expires (cashback balance, loyalty tier, etc.). This little message is often enough to bring back a customer who has forgotten his credit. He doesn't want to miss out.
"Automating the loyalty program frees up our time, allowing us to be more present with customers, talking with them and building loyalty face-to-face."Ugo Mendes Co-founder of Sept Lieux
03. Reciprocity: give (cleverly) to receive
When we receive something without having asked for it, we tend to want to return the favor.
This is the principle of reciprocity, well known in behavioral psychology.
And in a commercial context, it works very well: a small gesture often triggers a positive response, without the customer even realizing it.
In other words, what you give right from the start conditions the rest of the relationship.
How to create an emotional attachment from the very first visit
What counts is not the value of the bonus. It's the effect it produces.
A benefit offered with the first order, a thoughtful welcome message, a little "gift" triggered without warning...
These are all weak signals that establish a first form of link, beyond the transaction.
And this emotional bond, however small, is often enough to make the difference against a competitor without a relational program.
Examples of simple mechanics
Welcome bonus: kick-starting the giving process
Offering an immediate discount, a free drink or a loyalty credit on your first purchase will get the relationship off to a good start. The customer hasn't proved anything yet, and yet you're already giving him something. This voluntary imbalance creates an implicit commitment.
Surprise offers after several visits: creating an attachment
A surprise on the 3rd or 5th order reinforces the "we're thinking of you" effect. It's not announced in advance, so it's not expected. This makes it a real emotional bonus, not just a sales mechanism.
Personalized post-payment message: strengthening the relationship
Send a message (e-mail or SMS) after payment, with a personalized note + a small benefit (e.g.: "Thank you for your loyalty, we'll treat you to dessert next time") reinforces the bond and reactivates reciprocity. It shows that the relationship doesn't end with the ticket, and it gives a good reason to come back without delay.
Want to find out more? Check out our resource ➜ Building customer loyalty in the restaurant business: 10 SMS marketing ideas to try out
04. Social proof: your customers are your best salespeople
When a customer hesitates, it's not your sales pitch that will tip the balance, it's the other customers, especially when the offer is abundant and the alternatives just a click away.
This is what social proof is all about: a well-rated dish or a positive comment often carries more weight than a discount.
Creating a group effect through feedback
When several people share their experiences, the message gains credibility: "here, people eat well and are satisfied".
The aim is not only to reassure, but also to show that others are already convinced. A good volume of recent reviews gives an impression of frequentation, regularity and shared satisfaction.
It's this sense of belonging (even if unconscious) that drives people to try out a place, then come back. You're not just selling a dish: you're selling the validation of a collective experience.
The easy way to collect reviews
Satisfied customers rarely leave a spontaneous review. And yet, they're often the ones we'd like to hear from.
If you don't create the conditions for positive feedback, others will do the talking for you.
That's why notice collection must be as much a part of the customer journey as payment or loyalty.
Sending a request a few hours after placing an order, via SMS or e-mail, is often enough to generate constructive and rewarding feedback.
With the Obypay solution, this step is triggered automatically, with no effort on the part of your teams.
You can collect all reviews on an internal form, automatically redirect those above 4 stars to your Google Business listing, and manage negative feedback by contacting the customer directly.
It's simple, professional and much more effective than waiting for a random comment.
05. Commitment bias: the more you get involved, the more you come back
Once you start something, you hate to stop along the way.
This is known as commitment bias: the more a customer invests in a process, the more difficult it becomes for them to interrupt it without going through with it.
In foodservice, this bias is a powerful lever. Ucustomer who starts to accumulate points, follow a progression or reach a goal will be much more likely to come back, simply because he doesn't want to "leave it at that".
Create a progression logic in your loyalty program
What motivates us is not always the final reward. It's the path to get there.
A good loyalty program shows customers where they stand, what they've already achieved, and what they still have to do. This visible progression transforms each passage into a "next step".
Solutions for maintaining this commitment
Digital loyalty card with progression threshold
Showing customers their loyalty level, remaining points or next milestone reinforces the desire to move forward. It's not just a counter: it's a progress indicator. It plays on motivation, without the need to force it.
Clear, achievable objectives
Setting simple (and achievable) goals keeps the momentum going. You give the customer a concrete reason to come back, in a short space of time. It could be an offer to unlock or a milestone to reach. As long as it's clear, it works.
Notifications or follow-up e-mails: showing milestones achieved
Sending a message to say "one more order to go before your reward" or "you've reached level 2" keeps the customer involved in the cycle. It's a small reminder, but it keeps the link alive. And it revives the momentum effortlessly.
06. The positive surprise effect: powerful emotional leverage
We don't always remember a good meal, but we do remember an unexpected gesture.
Stimulate loyalty with well-placed unexpectedness
The principle is simple: don't say everything and don't give everything away right away.
When everything is predictable, the customer behaves like a consumer. When something is out of place, it falls into an affective logic.
It doesn't have to be systematic. It has to be just rare enough to surprise, just frequent enough to create a reflex.
And when it's well integrated into the customer journey and automated, it doesn't take up any more of your teams' time.
3 ideas for cleverly surprising your customers
Random rewards triggered via the loyalty program
Offering a benefit with no apparent logic: a dessert offered at random, a bonus credited after an unpredictable number of visits breaks habits.
Customers don't know when it's coming, but they know it might. And that's enough to create anticipation, to make them want to come back, even without a visible promotion.
This type of surprise rewards regular customers without creating a systematic offer.
It's a good way of keeping the relationship alive, and avoiding the weariness of an overly predictable program.
Surprise offers integrated into your automated relaunch campaigns
A customer who hasn't been back for three weeks? Offer them something they weren't expecting, such as "A little gift waiting for you on your next visit".
Obypay allows you to target these reminders automaticallybased on customer behavior.
And to take things a step further, you can also play on the highlights of the calendar: Valentine's Day, back-to-school, July 14th, Mother's Day, the first day of autumn, Fête de la Musique... there's no shortage of occasions!
A contextual, personalized and well timed offer creates more impact than a generic message.
➜ Don't miss out! We've put together a complete guide with key dates not to be missed this year and examples of ready-to-send campaigns.
Personalized thank-you message with deferred bonus
A well-worded thank-you message always leaves a good impression.
But if you slip in a promise for the next visit ("a surprise awaits you soon", "we'll save something nice for you next time") you create a bond.
And here again, you can adapt according to seasonality: in December, "a gourmet surprise awaits you", in summer, "a fresh offer just for you".
Want to find out more? Check out our resource ➜ 10 examples of email catering for inspiration
Effectively activate these levers in your plant
You've just reviewed 6 cognitive biases that influence (sometimes unknowingly) customer behavior.
The aim is not to manipulate, but to offer a more fluid, intuitive and memorable experience. An experience that simply makes you want to come back.
But for these levers to work, two conditions must be met:
➜ mechanics that are easy to activate in the rush of everyday life
➜ tools that adapt to your department's reality, not the other way around
That's what we've done with the Obypay loyalty solution.
A system that bridges the gap between customer psychology and field efficiency:
✔ pathways designed according to purchasing habits
✔ automated but personalized reminders and rewards
✔ clear steering to monitor what works, and adjust what doesn't
All this in a simple interface, connected to your cash register, and designed for restaurateurs in the field: fast food, traditional restaurant, food court, franchise, bakery, leisure complex ...
Would you like to see how it's deployed at home? We'll show you, without obligation, what it can do for your configuration.
