Study Finds 7.99-Dollar Menu Prices Seem Fairer

Ohio State research found small portions priced at 7.99 dollars drew higher purchase intent and fairness ratings than the same portions at 8 dollars.

Updated on Nov. 13, 2026 in Healthy Food

Gouache-painted editorial illustration of a small white ceramic bowl beside a plate on a pale wooden table, evoking modest portions and fair pricing. — Ohio State researchers found shoppers rated a small lunch portion priced at 7.99 dollars as fairer and more purchase-worthy than the identical portion at 8 dollars. AI Illustration. Upload story photo >

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Do you tend to buy items priced at .99 more often than rounded prices?

A study published in the Journal of Hospitality and Tourism Management by Ohio State University tested 244 U.S. adults on hypothetical lunch menus. Small portions priced at 7.99 dollars received higher purchase intent and fairness scores than identical portions priced at 8 dollars.

Why it matters

The findings suggest that a one-cent difference in menu pricing can shape how consumers judge whether a price is fair, particularly when portion sizes are smaller. Prices ending in 99 may signal to shoppers that the cost was carefully calculated.

The study measured hypothetical purchase intent among 244 U.S. adults rather than actual sales, with small portions at 7.99 dollars scoring 6.11 out of 7 versus 5.39 out of 7 at 8 dollars. No significant difference appeared for regular portions priced at 11.99 dollars versus 12 dollars, and whether real-world buying behavior matches these results remains untested.

The players

Ohio State University

A public research university in Columbus, Ohio, and the institution that conducted the menu pricing study.

Journal of Hospitality and Tourism Management

A peer-reviewed academic journal that published the study on menu pricing and consumer fairness perception.

The details

Participants were shown hypothetical lunch menus with soup and sandwich options and rated fairness and purchase intent on a 7-point scale. Researchers found the effect appeared for smaller portions, where shoppers appear to scrutinize whether the lower price matches the reduced quantity.

November 12, 2026: Ohio State University announced the study results.

Healthy Food Trends

The study tests whether the charm-pricing tactic of ending prices in 99 still reads as fair when applied to smaller portions, a question relevant to restaurants offering lighter or reduced-size healthy menu options. It extends prior pricing psychology into the growing market for smaller, health-oriented meals.

Shoppers comparing menus may notice that prices ending in 99 can make smaller portions seem more reasonably priced than a rounded figure. Restaurant diners choosing lighter options can use this to judge whether a reduced-size dish is worth the listed cost.

The takeaway

Price points can shape perceived fairness even when the actual value difference is minimal. Shoppers evaluating smaller healthy portions may find it useful to compare cost against quantity rather than relying on the final price alone.