Many restaurant managers often wonder if their menu designs are doing the job to inspire consumers on which dishes to order.
There’s little doubt that the choice of fonts, colors, photos and the overall layout have an impact. The challenge, however, is many of these factors are somewhat subjective based on personal preference!
- The “sweet spot” myth. It’s been a long-held belief that a menu’s upper right corner is where to place items or promotions you want to prioritize. But an eye-tracker study by San Francisco State University disputes this idea. Consumers generally read menus like other printed materials… from left to right and down.
- Eliminate the cost pain. Cornell University research found removing the “$” sign and/or the word “dollar” on the menu increases the average check size by $1.87 per person. Researchers suggest linkages between money and menu items discourage consumers from ordering more. List the price with a numeral – a simple “15” instead of “$15” or “Fifteen Dollars.”
- Make it mobile. A study by Local U found 70 percent of consumers want to be able to easily view menus on their mobile phone. Looking at a menu is the #1 priority for consumers when searching for a restaurant, the survey found.