{ "item_title" : "The Science of Creating a Restaurant Menu", "item_author" : [" Tj Allen "], "item_description" : "You Are Not Selling Food You are selling decisions under pressure. A restaurant menu is not a list. It is a negotiation document between hunger, money, time, social expectation, and regret avoidance. No one comes to your menu neutral. They arrive: - hungry but undecided - price-sensitive but pretending not to be - socially visible - emotionally fragile - secretly afraid of ordering wrong The menu's job is not to inform. It is to reduce anxiety without revealing how much manipulation is required to do so.", "item_img_path" : "https://covers3.booksamillion.com/covers/bam/9/79/824/726/9798247266570_b.jpg", "price_data" : { "retail_price" : "19.95", "online_price" : "19.95", "our_price" : "19.95", "club_price" : "19.95", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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