Imagine that you and your girlfriend went on a dinner date at a decent restaurant. You pulled a chair for her, acting like a true gentleman. You call for the waiter, and here he comes with a delicious menu for you to choose from.
You open it, but all of the dishes are simply written as if the menu designer prefers bullet points. You ask the waiter, “What’s your speciality tonight?” hoping for some recommendations to make your dining experience even more memorable.
And the waiter is Kabir Sagar (played by Rajkumar Rao) from the Ludo movie. Now that you don’t understand a word, are you prepared to place your order or simply leave the restaurant?
Most people will simply give an embarrassed smile and order the last two or three dishes they recognise, hoping for the best despite not knowing if it will be a good choice or not.
This is where ‘menu layout’ and design play a crucial role in guiding customers to enhance their overall dining experience. A well-designed menu can help customers navigate the options and feel more confident in their choices, ultimately leading to a more enjoyable meal.
What is Menu Layout and Why Is It Important?
In simple words, menu layout means presenting all your dishes in a cohesive manner that makes it easy for customers to select what they want to order.
This can include categorising dishes by type, such as appetisers, entrees, and desserts, or organising them by price or dietary restrictions. By optimising the menu layout, it helps create a smooth and efficient ordering process for both the customer and the restaurant staff.
The layout of the menu can benefit both parties: the customer and the owner. The advantages for customers have been mentioned previously. Now, let’s explore how it can benefit the owner. Consider that you offer coffee, tea, water, cold drinks, ras malai, gulab jamun, rasgulla, and iced tea. You keep them under the ‘Sweets & Drinks’ category. Now, when the customer ponders over this classification, he/she would order 1-2 things.
But if you want to boost your sales by persuading the customer to order more, individualise the sweets and drinks in two different categories. Make separate categories for both of them. Coffee, iced tea, hot tea, and cold drinks in beverages. Gulab jamun, ras malai, and rasgulla in
sweets.
This way the customer would think of both of them as two separate things and may order 3-4 things, such as coffee, gulab jamun, and ras malai.
How Menu Layout Influences Customer Choices and Spending?
Menu layout nudges you to spend more. How? Think about it. High-profit items are often placed strategically. Why? Human psychology works on comparison. Whenever we see a higher-priced food item, we naturally go with a moderately priced item.
For instance, you go to a restaurant where you see a dish priced at ₹700—a pricey dish. But your eyes follow a dish priced at ₹350—a moderately priced dish. You may go with it.
This is a win-win situation for both the owner and the customer. Since you ordered what you liked, for the owner, it’s a business profit for him.
- Many high-profit food dishes or items are enclosed in a highlighted box or could be at the top of the page. Reason? This makes them easy to see.
- Customers often choose what they see first. So, most of the menu designs may hide the prices or make the numbers small. This makes you focus on the dish, not the cost.
- Fancy descriptions can also make food sound more appealing. This can lead to bigger orders.
Key Design Elements That Make a Menu More Profitable
Want to make your menu profitable? Here’s how:
- Eye-catching layout: Use clear fonts and easy-to-read sizes. Group similar items together. White space is your friend. Don’t overcrowd the page.
- Highlight profitable dishes: Use boxes, bold text, or colour to draw attention. These are your star items. Think about placement too. The top and bottom of the sections work well.
- Descriptive language: Entice diners with yummy descriptions. Make food sound irresistible. But keep it short. Nobody reads paragraphs.
- Price strategically: Round prices to avoid change. Consider using “odd-even” pricing (like ₹9.99 instead of ₹10). It can make things seem cheaper.
- Limit choices: Too many options overwhelm people. It also slows down the kitchen. Focus on your best sellers.
- Use photos wisely: High-quality photos can boost sales. But don’t overdo it. Too many photos look cheap.
- Consider menu engineering: This means analysing what sells well and what’s profitable. Then, adjust your menu design accordingly. It’s a smart strategy.
The Psychology Behind Menu Placement and Pricing Strategies
Ever notice how some dishes on a menu seem to call out to you? It’s not just chance. Restaurants use psychology to guide their choices. They want you to order certain items, and they want you to spend more.
One trick is placement. They often put popular or high-profit items at the top or bottom of a category. These are the spots your eyes naturally go to first and last. They might also highlight these dishes with boxes or different fonts. This makes them stand out.
Pricing is another game. Ever seen a price like ₹19.99 instead of ₹20? It feels cheaper, even though it’s practically the same. This is called “charm pricing.” It plays on our perception.
Restaurants also use “menu engineering.” They analyse which dishes are popular and profitable. They then give those dishes prime placement and descriptions. Less popular items might get less attention or even be removed from the menu layout.
Sometimes, restaurants use “decoy pricing.” They’ll offer a very expensive option. This makes the other prices seem more reasonable. It nudges you towards a mid-range choice. They may also remove the dollar sign. “₹20” feels more expensive than “20.” It’s a subtle way to
make prices seem less painful.
Menu descriptions are important too. They use words that evoke emotion. “Succulent,” “crispy,” and “homemade” make dishes sound more appealing. They paint a picture in your mind. This makes you want to try them.
Best Practices for Crafting a High-Converting Restaurant Menu
A great menu layout is key to restaurant success. It should tempt customers and boost sales. Here’s how to make yours shine:
Easy to Read:
- Use clear fonts. Avoid anything too fancy.
- Keep it simple. Don’t overcrowd the page.
- Organise logically. Think appetisers, entrees, and desserts.
- Use headings. Make it easy to browse.
Descriptive & Enticing:
- Paint a picture with words. Think “crispy” or “savoury.”
- Highlight key ingredients. Mention fresh or local produce.
- Focus on flavours. Is it spicy, sweet, or tangy?
- Avoid jargon. Keep the language simple.
Pricing Strategy:
- Be clear about prices. No surprises!
- Consider price psychology. Small changes can make a difference.
- Offer a range of prices. Cater to different budgets.
Design Matters:
- Use high-quality photos. Make food look delicious.
- Consider colour. It can influence appetite.
- Keep it clean and professional. A messy menu layout is a turn-off.
Focus on Your Best Dishes:
- Highlight signature items. What makes you special?
- Use boxes or other visual cues. Draw attention to favourites.
- Don’t offer too much. A smaller menu layout would be better.
Regularly Review and Update:
- Check for errors. Typos are unprofessional.
- Get feedback from customers. What do they like?
- Update seasonally. Use fresh, local ingredients.
- Track what sells. Adjust your menu layout accordingly.
What Is the Best Way to Arrange Items on a Menu for More Sales?
Want your menu to boost sales? It’s all about how you organise things and, of course, the menu design. Here’s the lowdown:
First Impressions Matter: Start with your stars. Put your most popular, profitable dishes right at the top. These are your “winners.” People often order the first thing they see that looks good.
Group Similar Items: Keep things tidy. Put appetisers together. Then, group your main courses. Have sections for salads, pasta, or whatever fits your food. This makes it easy to browse.
Use Descriptions Wisely: Don’t just list ingredients. Make your dishes sound delicious! Use words like “sizzling,” “creamy,” or “aromatic.” But keep it short and sweet. Nobody wants to read a novel. Highlight what makes each dish special.
Pricing Tricks: Don’t put dollar signs next to prices. It makes people think about money too much. Just write the number. Also, try putting prices at the end of the description, not right after the dish name. It’s less in your face.
Eye-Catching Elements: Use photos sparingly, but strategically. A beautiful picture of your signature dish can really draw people in. Consider using boxes or different fonts for daily specials or promotions. But don’t overdo it. Too much makes the menu look cluttered.
Consider the Flow: Think about how people read. Most people scan a menu from top to bottom, then their eyes drift to the right. Use this to your advantage. Maybe put your higher-profit items in those “hot spots.”
Don’t Forget the Drinks: Have a separate drinks section. Make it easy to find. List your cocktails, wines, and non-alcoholic options clearly.
Make it Readable: Use a font that’s easy to read. Don’t make it too small. And make sure there’s enough white space. A crowded menu is overwhelming.
Test and Tweak: Try different menu layouts. See what works best. Ask your staff for feedback. They see what customers are ordering. You can even ask your customers what they think.
Think about your target audience. Are you a fancy restaurant? Or a casual diner? Your menu layout should match your brand.
A few more tips:
- Highlight your specials: Make them stand out. Use a different font or colour.
- Offer a variety: Cater to different tastes. Include vegetarian and gluten-free options.
- Keep it updated: Change your menu designs seasonally. Use fresh, local ingredients.
- Proofread carefully: Typos look unprofessional.
Conclusion: Common Menu Design Mistakes That Could Be Costing You Sales
Your menu layout is your restaurant’s silent salesperson. It’s the first thing your customers see. A bad menu layout can send them running. Don’t let that happen to you. Here are some common menu mistakes that could be hurting your bottom line.
Wordy and Confusing: Big words and long descriptions can overwhelm diners. Keep it simple. Use language everyone understands. Short, sweet descriptions are best. Think “juicy burger” not “exquisitely crafted Angus beef patty on a brioche bun.”
Too Much Stuff: A cluttered menu is a turn-off. It’s hard to read. It’s hard to choose. Limit the number of items. Focus on your best dishes. A clean, organised menu is inviting.
Hiding the Stars: Do you have a signature dish? A customer favourite? Make it stand out! Highlight these items. Use boxes or different fonts. Draw attention to what makes you special.
Picture Imperfect: Food photos can be great. But bad photos are worse than no photos. Avoid blurry or poorly lit images. Professional photos are worth the investment. Or skip the photos altogether. A clean design can be very effective.
Mystery Meals: Don’t assume people know what’s in your dishes. Describe the ingredients. Mention any special preparation. This helps customers make informed choices. It also prevents allergy mishaps.
Price Shock: Offer a range of prices. Don’t just have expensive options. Include some budget-friendly choices too. This attracts a wider range of customers.
Lost in the Crowd: Don’t just list items. Group them logically. Appetizers, entrees, desserts. Make it easy for people to navigate. Use clear headings and spacing.
Tiny Text: Can your grandma read your menu? If not, it’s too small. Use a font that’s easy on the eyes. Consider the lighting in your restaurant. Make sure the menu is readable.
Wasted Space: Don’t cram everything onto one page. Use white space effectively. It makes the menu look less cluttered. It also guides the reader’s eye.
Ignoring Your Audience: Who are your customers? A family restaurant needs a different menu than a fancy bistro. Tailor your menu to your target audience.
No Taste Test: Before printing hundreds of menus, get feedback. Ask friends, family, or even customers. What do they think of the design? Is it easy to understand? Do the descriptions sound appealing?
A well-designed menu is an investment. It can increase sales and improve customer satisfaction. Avoid these common mistakes. Your menu will be more appealing. Your customers will be happier. And your bottom line will thank you.