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How to organize the menu, how to put it together so it is easy to make a choice. reporter: in other words, he is a master mind of maximizing profits to menu engineering. today he is giving us the inside scoop. first tip, pay attention to the descriptions. menu quiz. would you be more likely to order red beans and rice, or, grandma s cajun red beans and rice? of course, we want grandma s red beans and rice because it s got more to it. reporter: let s talk about prices. he says customers spent more at restaurants when the price was written out. rather than in numeral form. quiz number two. which would you more likely order? burger, $27. or burger, twenty-seven dollars. 27 for a burger? it s not just the dollars. cents matter too. when we do an 00 pricing it is a little stuffier. reporter: but prices ending ....