How to design a restaurant menu that increases sales
published on
How to design a restaurant menu that increases sales
Your menu is more than just a list of dishes; it's your primary marketing tool. When designed correctly, it can guide customers toward higher-margin items and increase your overall revenue. Here are key strategies to optimize your menu for sales.
1. Leverage Menu Engineering
Menu engineering is the study of the profitability and popularity of menu items. Categorize your dishes into:
- Stars: High popularity, high profitability.
- Plowhorses: High popularity, low profitability.
- Puzzles: Low popularity, high profitability.
- Dogs: Low popularity, low profitability.
Focus on promoting your "Stars" and finding ways to make "Puzzles" more appealing.
2. The Power of "Golden Triangles"
When customers look at a menu, their eyes typically move to the middle first, then the top right, and finally the top left. This is known as the "Golden Triangle." Place your most profitable items in these high-visibility areas.
3. Use Descriptive Language
Dishes described with sensory words (e.g., "velvety," "succulent," "locally-sourced") can increase sales by up to 27%. Descriptions help justify the price and build anticipation.
4. Limit Choices
While it's tempting to offer something for everyone, too many options can lead to "choice paralysis." Aim for a concise menu that focuses on quality over quantity.
5. Visual Cues
Use boxes, bold text, or subtle icons to highlight specific dishes. However, don't overdo it—if everything is highlighted, nothing stands out.
By applying these principles, you can create a menu that not only looks great but also works hard for your bottom line.