Mr. Rapp, of Palm Springs, Calif., also says that if a restaurant wants to use prices that include cents, like $9.99 or $9.95 (without the dollar sign, of course), he strongly recommends .95, which he said “is a friendlier price,” whereas .99 is “cornier.” On the other hand, 10, or “10 dollars,” has attitude, which is what restaurants using those price formats are selling.
