So how do they nudge you? It’s all in the labels and the menu architecture, says reader D. M. Westervelt.
Anywhere else, said larger burger would be deemed a “double” (“double cheeseburger”, “double double”). Not at Five Guys; for them a “hamburger” is two patties and a “little hamburger” is one patty. And, on the menu board, the hamburger is on the far left column and the “little hamburger” is in the next column over. The difference? 220 calories and about $1.50.
Addendum: Five Guys is a burger and fries chain that originally started in Virginia.
Addendum too: In a standard two-panel folding restaurant menu, the upper-right-hand corner is prime real estate. It’s not clear where the best place is when the menu is plastered high on a wall behind the counter.