The strategic importance of designing your menu can’t be understated. A well-crafted menu can mean the difference between profits and loss. Your restaurant menu is more than just a random list of your items followed by prices and perhaps a photo. It is your silent salesperson. It can help you increase profits and make your business more successful. Able Printing Services is more than just a printer we are your business partner and are here to help guide you.
The Golden Triangle
Take a look at your restaurant menu and take note of where your eyes move first. For most people, their eyes look at the middle, then they travel to the top right corner and finally to the top left corner. Hence, the Golden Triangle.
What to put here? This is where your dishes with the highest profit margins land. This doesn’t necessarily mean your most expensive menu items, just the most profitable.
You can consider these areas your high rent areas. If you put these items in these areas, and they don’t meet your profitability goals, consider trying other dishes in these spots.
It pays to monitor your progress, so you know what really belongs in the Golden Triangle and what doesn’t.
Lastly, in each Golden Triangle area, you can include more than one dish. Just know that the first and second items listed are usually the top selling items and list the rest in descending order.
Color is Definitive
Another way to use psychology to your advantage in your menu design is with color.
Here are some basic tips when using color:
The Use of Dollar Signs
When it comes to pricing your menu, how you do it matters. Experts say that removing dollar signs from a menu makes people spend more money.
Why is this? When you remove the dollar signs, you take away the “real” or perceived value of the meal. It just doesn’t feel like you’re spending money when the dollar signs disappear.
The same source goes on to say that spelling out the price – ten dollars instead of 10 – makes diners spend more.
Other ways to get your customers to spend more on your menu include:
Appeal to the Imagination
Use the description of your menu items to play into the psychology of the purchase.
Use creative descriptions like freshly-picked, recently harvested, line-caught, home-brewed and chef designed to entice your diners.
You want them to imagine the process of someone bringing the food to the table.
Stay away from superlatives as you can bet diners will ignore them because they are too fantastic to believe.
Another trick is to use nostalgia in your description. It’s a powerful driver when it comes to diners.
For example, try Aunt Mabel’s Renowned Fried Chicken instead of simply fried chicken.
This makes diners feel like they’re ordering something really special – a blast from the past that is worth the money.
List Management Matter
If you have 10 items to list under a category, for example, pasta dishes, pay attention to the order of the list.
Manage your list so that the top items you want to sell are in the top spots. Most customers subconsciously order from either the top two or the bottom option in a list of menu items.
Put your most cost-effective dishes in these prime spots.