For those running restaurants, pubs, cafés, bars and clubs, your menu is more than a list of dishes; it’s a silent salesperson. A well-designed menu can steer customer choices, increase spend per head, and even boost perceived value. Here’s how to tap into the psychology of menu design to make your offering work harder for your business.
1. Map Your Menu to the “Golden Triangle”
Studies show diners’ eyes naturally gravitate to the centre of a menu first, then to the top right, and finally to the top left. These areas are your high-traffic zones. Tip: Place your most profitable or signature dishes in these hot spots to catch attention early.
2. Be Visual – But Be Selective
Images can boost sales of a dish by up to 30%, but overloading your menu with pictures can make it feel cheap or cluttered. Tip: Use one or two high-quality photos to spotlight your best-sellers or chef’s specials.
3. Downplay the Price
Lining up prices in a neat column encourages “price shopping,” where guests scan for the cheapest item. Tip: Nest prices at the end of descriptions and avoid using dollar signs. This helps shift focus from cost to the food itself.
4. Craft Descriptions That Sell
A well-written dish description does more than list ingredients; it creates desire. Descriptive words like “house-made,” “slow-roasted,” or “locally sourced” can elevate a dish’s appeal. Tip: Write with your brand voice in mind. A casual café might use playful, conversational language, while a bistro may lean toward elegance.
5. Limit Choice to Guide Decisions
Offering too many options can lead to decision fatigue. This can slow down service and reduce customer satisfaction. Tip: Aim for 6–7 dishes per category. It’s enough to give variety without overwhelming diners.
6. Use Highlights to Nudge
Boxes, borders, or icons like a chef’s hat can draw attention to specific items. Use these design cues to give certain dishes a boost. Tip: Use sparingly: one standout per section is often enough. Choose high-margin or crowd-pleasing dishes.
7. Anchor with Price Contrast
Place a premium item near your mid-range options. This makes the others seem like better value by comparison. Tip: Even if the expensive item doesn’t sell much, it can help drive more sales of your mid-tier dishes.
Conclusion
Great menu design isn’t about tricking your customers; it’s about making their decision easier and more enjoyable while supporting your bottom line. With a few strategic tweaks, your menu can subtly steer choices, showcase your strengths, and turn more tables into profitable ones.
