What is the primary benefit of implementing psychological pricing strategies in restaurants?

Implementing psychological pricing strategies primarily benefits restaurants by creating an illusion of lower prices. This method taps into consumers' perceptions and emotions, often leading them to feel that they are getting a better deal than they actually are. For example, pricing a dish at $9.99 instead of $10.00 gives the impression of a significantly lower price due to the way people perceive numbers; they tend to focus more on the first digit. By making the price seem more attractive, restaurants encourage customers to make purchases that they might otherwise reconsider if the price were rounded up. This strategy can also increase the likelihood of impulse buys, thus boosting overall sales without drastically affecting profit margins.