Businessman Mitch Goldstone planned to shell out about $40 at the Red Square restaurant in Las Vegas before heading to a show, but he ended up spending four times that amount because of the alluring pictures of food and drinks on an electronic menu.
“I ordered extra appetizers and … drinks, which look better when you can see a photo, and the inviting descriptions that supersede the words of even the best servers,” says Goldstone, 51, who is chief executive officer of ScanMyPhotos.com in Irvine, California.
While Goldstone spent far more than what the sellers of tablets and electronic kiosks pitch to restaurant owners, his experience shows the promise of the technology. It is also a warning that diners should watch their wallets as U.S. eateries shift to interactive menus.
“The machine never forgets to upsell,” says Linda Duke, CEO of San Rafael, California-based restaurant consulting firm Duke Marketing.