How to Use Menu Psychology to Increase Sales
A menu don’t have to just be a list of your dishes – it’s one of the most underrated tools you’ve got to drive sales. A few small tweaks to layout, language, or pricing can have a big impact on what customers order and how much they spend.
Guide the Eyes with Strategic Placement
Most people don’t read a menu top to bottom. Their eyes jump to key spots – usually the centre first, then top right, then top left. These are your prime real estate, so use them well.
Example: If your bao buns or rice bowls are strong sellers or offer great margins, feature them in a coloured box in the top right corner. A title like "House Favourites" or "Chef's Picks" helps too.
Make It Easy to Skim
People scan menus – they don’t read them like novels. Group items into neat sections (no more than 6–7 dishes each), and avoid long, unbroken lists.
Example: If you have a long list of mains, break them into smaller columns.
Use Descriptive Language (But Keep It Real)
The right words can boost a dish’s appeal – but too much fluff and it sounds try-hard. Let your ingredients shine and use emotion or storytelling sparingly but strategically.
Example: Swap "Best Ever Chocolate Cake" for something like "Grandma's Warm Chocolate Fudge Cake" or "Slow-baked Chocolate Cake with Real Cream."
Structure Prices Based on Intent
If you want customers to compare prices (say, for wine), align them vertically on the right column to make comparison easy. If you'd rather steer focus to the food, keep prices in-line with the dishes and use the same font and style to blend them in.
Remove the Dollar Signs ($)
Research (Cornell University) suggests that dollar signs ($) act as a trigger for price sensitivity. Removing them softens the impact and helps customers focus on the food. This small shift in presentation can also make your pricing feel more considered and premium, especially in more modern or upscale Asian venues.
Use Decoy Pricing to Your Advantage
Pricing is relative. By placing a higher-priced item next to what you actually want to sell, you make the latter seem like a better deal.
Example: Even if the $138 bottle of Champagne rarely sells, it makes the $82 one look like great value.
This works particularly well on wine lists or premium dishes like seafood platters, whole fish, or deluxe banquet sets. You’re not trying to push the most expensive item – you’re using it to make the second-most expensive one feel like the smarter buy.
Highlight High-Margin Dishes
The top and bottom spots of each section get the most attention. Use those spots for dishes with great margin or signature appeal. Icons, subtle highlights, or chef notes can also help – just don’t overuse them.
Example: If your Pad Thai flies out the door and is cheap to make, put it at the top of the noodle section and add a little icon or label like "Customer Favourite."
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