Dessert First, Morals Later” — Use Guilt to Sell Sweet Things

Behavioral Hack:
People are more likely to indulge if they feel they’ve earned it — or if the indulgence is framed as a reward. A menu that says “You deserve it” or “Treat yourself after a long day” leverages effort justification and moral licensing to increase dessert sales.

Real-World Example:
In 2022, Wagamama UK added emotional dessert copywriting across 60 locations. Result? A 26% increase in dessert orders and guests reported higher satisfaction (though probably with a sugar crash).