 The fourth psychological hack is called the charm pricing. Well, psychologically, we as consumers prefer prices that ends in a nine or a 99. So when we see a price of 299, we don't see $3. What we see, we see $2. But while McDonald ends their prices with 99 cents, Starbucks end their prices with 95 cents, 45 cents, 65 cents, why is that? Because pricing that usually ends with 99 is associated with low quality products, whereas higher quality brands end with five. So what is the opportunity for you? Well, go to your menu and change your menu pricing to 95. You're gonna be able to see an uplift of results right away.