Using Menu Engineering to Draw the Readers Eye to Your Most Profitable Items

When a customer enters your restaurant, the first thing he will interact with is your menu. 

Most customers build expectations about your services and quality of food by looking at your restaurant menu. That is why your menu must include everything to build the best first impression. 

A menu with tons of items scattered here and there can only cause confusion. 

The result?

Your restaurant will have to bear the pressure to make up for it. 

A well-crafted menu that aligns well with your overall branding will make your guests feel they have made the right choice. 

Today, you can find countless posts over the web written on Menus by Design, Menu copywriting, Menu optimization, and more…

But did you know you can turn your menu into a money-making tool by applying some basic yet often neglected strategies?

We have created this post to cover those core essentials that can help you create and design your restaurant menu like a pro. 

The Golden Triangle

When we see a menu, our eyes typically start reading from the middle of the page, then move toward the top right and then the top left. This is called The Golden Triangle. 

Most menu engineers consider this as a standard. That’s perhaps the reason many top-tier restaurants have their menus designed on this principle. 

Some studies also reveal that customers are more likely to order things they see first. 

The bottom line?

List your most profitable items on either middle, top left, or top right of the page. 

Use Negative Space to Build a Positive First Impression

You want your menu to include every single detail about your products. But this can ruin readability. Use white space/negative space wherever you feel appropriate. 

This not only will improve aesthetics but also give your diners a clear idea of what they should or shouldn’t select from the menu. 

Remember… 

When it comes to restaurant menu designs, less is always more. 

Provide Visual Direction by Using Boxes and Colors

Every restaurant has its specialty. Highlight those most-wanted items you want your customers to try. 

Spend some extra bucks in the beginning and hire a graphic designer to design your menu for you. A professional graphic designer can help you design your menu based on the menu engineering data you have. 

Also, they know how to make an item stand out using the right colors, fonts, boxes, and more. 

Omit Dollar Signs

Did you know diners spend more when they order from a menu without dollar signs? You don’t really have to include currency signs when it’s already obvious that a customer has to pay in dollars. 

A clean and well-designed menus is enough to drive dollars rolling in. So why make an extra effort?

Reduce Choice Overload

Today’s diners are already overwhelmed with choice overload. So, once they’re at your restaurant, don’t make them choose from hundreds of different options.

Having everything on your menus isn’t essential. What’s more important is to offer a unique variety (not available elsewhere). 

Having options like ‘Soup of the day’ or ‘Dessert of the day’ are a good idea. This will enable you to include unique and different varieties every day. Also, the element of surprise will keep visitors coming back for more. 

Communicate Taste Through Top-Notch Copywriting

Menus copywriting conveys your brand personality. Create detailed and enticing descriptions using words that add value to your menus. For example, ‘daily catch salmon’, ‘five-spice mix’, etc. 

Harness the power of words without getting too wordy. 

Add Imagery to Breathe Life to Your Restaurant Menu

Having high-quality imagery as part of your menu design can improve your sales by up to 30%. This strategy may cost you a bit. But don’t compromise on the picture quality. 

Remember, better to use “no photos than bad photos”. 

Stay True to Your Brand Identity and Personality

Last but most importantly, stay true to your brand personality. Your menus design should be in line with your restaurant theme, decor, and what you offer. 

A good menus design is an essential component of your restaurant strategy. Spend your time and resources creating a phenomenal menus card that speaks volumes about your style and food.