This is a Number 3 from McDonald's: a burger, fries, and a drink.
这是麦当劳的三号套餐：一个汉堡，薯条和一杯饮料。
It costs $11 in New York City.
在纽约市它的价格是11美元。
Fast food is supposed to be cheap and convenient, but do you ever find yourself spending more on fast food than you expected to?
快餐本应该便宜且方便，但你是否发现自己在快餐上花费的比预期更多？
You're not alone.
你并不是唯一一个这么想的人。
According to one study, Americans spend around $1,200 on fast food every year.
根据一项研究，美国人每年在快餐上花费约1200美元。
Places like McDonald's and Burger King do everything in their power to get you to spend more money, and it turns out fast food isn't as cheap as you think.
麦当劳和汉堡王等快餐店竭尽全力让你花更多的钱，事实证明，快餐并不像你想象的那么便宜。
Fast food is all about the deals.
快餐的特点就是优惠很多。
Value meals, combos, coupons, oh my.
超值套餐，组合餐，优惠券，哦，我的天。
But the seemingly simple menu actually hides most of the options.
然而表面简单的菜单实际上隐藏了大部分选择。
Compare a fast food menu to a fine dining restaurant menu.
将快餐店的菜单与高级餐厅菜单比较一下吧。
The restaurant menu is simple and not very stimulating, but the fast food menu is a noisy mess of options and categories, and fast food restaurants grab your attention with bright reds or oranges along with big appetizing photos of their food.
高级餐厅的菜单简单而不太引人注目，但快餐店的菜单里选项和类别一团糟，快餐餐厅通过明亮的红色或橙色以及它们食物的大张的诱人照片吸引您的注意。
There's a hierarchy.
这其中有一个层次结构。
The pictures are big, but the prices are small.
图片很大，但价格很低。
They keep your attention on the items that cost more by showing these really big on the left side where you start reading.
它们通过在菜单的左侧展示大张的图片来保持顾客对更贵的餐品的注意力。
You're not wondering if that burger is worth $6, you're just looking at those big juicy patties.
此时你不会想知道那个汉堡值不值6美元，你只想多看着那些大块的多汁的肉饼。
Food pictures, they light up the brain, you know, particularly when you're hungry.
食物的图片会刺激大脑，尤其是当你饿的时候。
Large food pictures for a food company are key.
对于食品公司来说，大尺寸的食物图片至关重要。
That's Hans Taparia.
这是汉斯·塔帕里亚。
He's a health food entrepreneur and a professor of business and society at NYU.
他是一位健康食品企业家，也是纽约大学商业与社会教授。
The playbook has been around for a while, I would say since the '80s, which has been centered around simplicity, cheap and bold and bright.
这个策略已经存在一段时间了，大概是自80年代以来就有了，这些图片一直以简单、便宜和大胆明亮为特点。
Fast food restaurants use other tricks too, like not showing a dollar sign or using a 9.79 or 0.89 pricing format.
快餐餐厅也会使用其他技巧，比如不显示美元符号或使用9.79或0.89的定价格式。
Pretty much $10, but you still think it's $9 because you read left to right.
实际上是10美元，但你仍然认为是9美元，因为你会从左到右阅读。
But what about the dollar menu, right?
但是特价菜单呢，对吧？
Well, dollar and value menus do exist, but they're often small and far off to one corner where they are harder to see.
嗯，特价菜单确实存在，但它们所占的篇幅通常很小，并且远离角落，很难看到。
And if you buy multiple items off the value menu, it won't necessarily be cheaper than a Happy Meal.
如果从特价菜单购买多种餐品，它不一定比开心乐园套餐便宜。
So it's not necessarily less profitable for them, but it accomplishes two things.
所以对于这些快餐店来说，它不一定利润更低，但它达到了两个目的。
It keeps the consumer coming, and it's catering to a consumer that is increasingly poorer in the case of these conventional fast food outlets.
它能够保持消费者继续光顾的兴趣，并且迎合了这些传统快餐店日益贫穷的消费者。
And even though fast food menus are big, their confusing layouts make it difficult to find exactly what you're looking for.
即使快餐菜单篇幅很大，但它们混乱的布局使得你很难找到真正想要的东西。
It's easiest to read the menu when you're close to the counter.
当你靠近柜台时，浏览菜单是最容易的。
But then it's time to order.
但接下来就是点餐时间了。
The pressure is mounting, and you just pick that big, bright, juicy Number 3, and that Number 3 is where the real secret of the menu lies: the combo.
你在压力之下点了又大又亮又多汁的三号套餐，而三号套餐才是菜单的真正秘密：套餐。
The star of the menu is the combo meal.
菜单中的王者是套餐。
You can order an entree, a side, and a drink just by saying one easy number.
你只需说一个简单的数字就可以点到一份主菜，一份配菜和一杯饮料。
It takes a lot less time to order the Number 6 than a 10-piece nugget, medium fry, and a medium drink, but have you actually done the math to see if that combo is saving you any money?
点一个六号套餐比点一份十块鸡块、中号薯条和中号饮料花费的时间要少得多，但你有没有计算过这个套餐有没有实实在在地为你省了钱？
Take McDonald's for example.
以麦当劳为例。
If you buy a Number 3, it costs $10.39, but if you were to buy the Double Quarter Pounder, medium fry, and medium drink, it costs $10.48.
如果你购买三号套餐，价格是10.39美元，但如果你买双层四盎司牛肉堡，中号薯条和中号饮料，价格是10.48美元。
You're only saving 9 cents, and often you'll end up with things you didn't even want in portions that are way bigger than what's healthy.
你只能省下9美分，而且通常最终你买的压根不是你想要的，量也很大，不太健康。
And creating this perception, which is quite real actually, that the per ounce cost of something bigger is lower, and so I'm just getting better value for my money, forget the fact that I'm buying 32 ounces of soda, which has half a cup of sugar.
商家营造的这种感觉是很真实的，即较大的东西每盎司的成本更低，所以我只是在用更少的钱换取更好的价值，如果忽略我购买了32盎司的汽水，其中含有半杯糖。
The convenience of ordering a preselected meal gives fast food restaurants control over what you order.
预先选择的餐点的便利性让快餐餐厅能够控制顾客点的东西。
Combine this with multiple size options and cheap upgrades, and it's hard to walk away with a small in every category.
结合多种尺寸选择和优惠等级，顾客很难在每个类别中都选择小份量。
When was the last time you went to a place like Taco Bell and just bought one taco?
你上次去类似塔可钟这样的店，并且只买了一个玉米卷是什么时候？
Fast food restaurants make more money from customers buying multiple items.
快餐餐厅通过让顾客购买多种餐品来赚更多钱。
Items like soda have a much higher profit margin compared to burgers, so fast food companies do everything they can to get you to buy a drink.
像汽水这类物品的利润率远高于汉堡，所以快餐公司想尽一切办法让你买一杯饮料。
They've added things like 24-hour locations and all-day breakfast to make sure you can get whatever you want whenever you want it.
他们增加了像24小时营业和全天供应早餐之类的服务以确保你可以随时随地获得任何想要的餐品。
If you think you have more control at an ordering kiosk, you're wrong.
如果你认为在点餐自助机上有更多控制权，那就错了。
According to McDonald's CEO Steve Easterbrook, customers spend more on average at kiosks 'cause they linger longer.
根据麦当劳首席执行官史蒂夫·伊斯特布鲁克的说法，顾客在自助机上的平均花费更多，因为他们逗留的时间更长。
Guess what those kiosks also have.
猜猜那些自助机还有什么。
Lots and lots of pictures.
非常多的图片。
And that's just the tip of the, um, Frosty.
而这只是冰山一角。
Fast food companies are experts at getting customers in the door.
快餐公司是吸引顾客进门的专家。
They advertise the most outrageous deals on signs, posters, and TV commercials.
他们在标识、海报和电视广告上大肆宣传那些最夸张的优惠。
They can get you in the door for some buy-one-get-one free nuggets, you'll probably buy a drink too.
如果他们能因为一些买一送一的鸡块优惠让你进门，你很可能也会买一杯饮料。
Oh, look.
哦，看看吧。
You can make that a meal and add fries for just a dollar more.
你可以将其当成一顿套餐，并额外加一美元购买薯条。
Companies also use brand tie-ins like Doritos Locos Tacos and coupons that expire within the week, like the ones you may have seen on the bottom of your receipt, not to mention app reward points or special daily deals found only in the app, just like the old-fashioned punch card.
公司还使用品牌联名，如多力多滋玉米卷和一周内过期的优惠券，就像你可能在收据底部看到的那些优惠券一样，更不用说应用程序的奖励积分或只在应用程序中找到的特别每日优惠了，就像领取老式的优惠卡片一样。
You'll eat at a restaurant more often if each purchase brings you closer to free food.
如果每次消费都让你离免费食物更进一步，你就会更频繁地去餐馆吃饭。
Any one thing in isolation itself may not have a huge impact.
任何单独的事物本身可能影响不大。
The power of marketing is when you overlay things.
营销的力量在于你叠加的东西。
But, there's a deeper issue here.
但是，这里有一个更深层次的问题。
Fast food isn't as cheap as it used to be.
快餐并不像过去那样便宜了。
According to Bloomberg, the average price of a fast food burger has increased by 54% in the last decade, outpacing fast-casual and fine dining restaurants.
根据彭博社的报道，过去十年中，快餐汉堡的平均价格上涨了54％，超过了休闲快餐和高级餐厅。
But fast food is sometimes the only option in low-income food deserts, and your environment has a big impact on your health and weight.
但是在低收入群体当中，快餐有时是唯一的选择，你的环境对你的健康和体重有很大影响。
Healthy fast-casual offerings are often so much more expensive than fast food that they no longer target the same demographic, especially if you're feeding a family.
健康的快餐产品往往比快餐贵得多，因此它们已经不再针对相同的人群，特别是如果你还要养家糊口。
KFC will give you a lot more food per dollar than an organic salad chain.
肯德基提供的食物相对于有机沙拉连锁店来说，每美元的食物含量要多得多。
Fast food restaurants are able to lure consumers into spending more money on large, unhealthy portions, because it's more affordable than healthier options.
快餐餐厅能够诱使消费者花更多钱购买大份量不健康的食物，因为这比那些健康的选择更经济实惠。
Fast food can be cheap and convenient, but you have to fight off all the psychological tricks that are engineered to get you to spend more money.
