Bestseller labels boost menu revenue by 20-30% when you direct diners toward your most profitable dishes. Most restaurants slap these labels on random items and wonder why their margins stay flat. Smart operators use bestseller tags as profit-steering tools, not popularity contests.
What are bestseller labels and why do they work?
Bestseller labels mark specific menu items as popular choices. You've seen them: "Chef's Special", "Guest Favorite", or plain "Bestseller". They tap into social proof - people feel safer ordering what others already love.
But here's the kicker: you control what counts as a bestseller. It doesn't need to be your top-selling dish. You can strategically promote whatever makes you the most money.
💡 Example:
Restaurant De Smaak has two popular main courses:
- Steak: sold 45x per week, food cost 38%
- Salmon fillet: sold 35x per week, food cost 28%
They label the salmon as "Bestseller" because it generates more profit, even though the steak sells more often.
Which dishes get a bestseller label?
Target dishes that are both popular and profitable. Menu engineers call these "Stars". But you can also push "Puzzles" - profitable dishes that haven't caught on yet.
- Stars: Popular + profitable → Always label these
- Puzzles: Low popularity but high profit → Labels help boost sales
- Plowhorses: Popular but low profit → Skip the labels
- Dogs: Unpopular and unprofitable → Cut from menu entirely
⚠️ Watch out:
Never label dishes with food costs above 35%. You'll sell more but earn less.
Different types of bestseller labels
Each label type triggers different psychological responses. Pick the ones that match your restaurant's vibe:
- "Bestseller" - Straightforward and effective
- "Chef's Special" - Implies expertise and care
- "Guest Favorite" - Pure social proof
- "House Specialty" - Suggests authenticity
- "Recommended" - Feels personal and trusted
Stick to 2-3 different labels max. Too many options water down the impact and confuse diners.
💡 Example:
Bistro Het Pleintje uses this strategy:
- 2 main courses: "Bestseller" label
- 1 appetizer: "Chef's Special"
- 1 dessert: "Guest Favorite"
Result: 40% of guests choose a labeled dish.
Where do you place bestseller labels on the menu?
Label placement can make or break your strategy. Diners scan menus in a Z-pattern: top left → top right → bottom left → bottom right.
- Make it pop: Use color, borders, or icons
- Right next to dish names: Don't bury labels in descriptions
- Stay consistent: Same spot for every label
- Less is more: Label maximum 20% of dishes
Something most kitchen managers discover too late: effective labels grab attention without screaming "advertisement." They should feel natural and helpful, not pushy.
How often do you change bestseller labels?
Change too often and you'll seem dishonest. Change too rarely and labels get stale. Here's your timing guide:
- Seasonal items: Update with menu changes
- Regular menu: Review every 3-6 months
- New additions: Test with labels for 4-6 weeks
- Declining performers: Remove labels quickly
💡 Example:
Restaurant Villa Rosa evaluates every 4 months:
- Which labeled dishes are selling well?
- Are there new profitable dishes?
- Do the labels still match reality?
This way their labels stay credible and effective.
Measure the impact of your bestseller labels
You can't improve what you don't track. Monitor these key metrics:
- Sales volume: Before and after adding labels
- Item revenue: Total dollars from labeled dishes
- Mix shifts: Movement toward higher-margin items
- Check averages: Are guests ordering pricier labeled options?
Food cost calculators like KitchenNmbrs track these numbers automatically and show which items drive the most profit.
How do you place bestseller labels strategically? (step by step)
Analyze your current sales figures
Look at the past 3 months and determine which dishes are popular and have a low food cost (below 35%). These are candidates for a bestseller label.
Choose a maximum of 3-4 dishes per menu
Select 1-2 main courses, 1 appetizer and possibly 1 dessert. More labels dilute the impact and make your menu cluttered.
Design eye-catching but subtle labels
Use a small icon, color block or frame next to the dish name. Make sure all labels have the same design for consistency.
Test and measure for 6-8 weeks
Keep track of how much of each labeled dish you sell and compare it with the period before. Does sales increase by 15-25%? Then your labels are working.
✨ Pro tip
Review your labeled dishes every 90 days and track which ones actually boost kitchen efficiency. The best bestsellers are profitable items your team can execute flawlessly during rush periods.
Calculate this yourself?
In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.
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Frequently asked questions
How many dishes can I label as bestsellers?
Label maximum 20% of your menu items. So if you've got 20 dishes, use at most 4 labels. Too many bestsellers make diners suspicious and kill the psychological impact.
Does a bestseller really have to be your best-selling dish?
Absolutely not - you choose strategically based on profitability and goals. The key is that labeled dishes should be profitable and ready for increased demand. Guests won't fact-check your sales numbers.
Which dishes should never get a bestseller label?
Skip any dish with food costs above 35% or items you're planning to remove. Promoting money-losing dishes with labels is like paying customers to hurt your margins.
How often should I update my bestseller labels?
Review every 3-6 months for regular menus, or seasonally if you change offerings frequently. Labels need to stay credible - outdated tags damage trust and effectiveness.
Do bestseller labels work on delivery platforms like DoorDash?
Yes, though they're usually called 'popular items' or marked with stars. The psychology stays the same - highlight your most profitable dishes to steer online ordering behavior.
What's the biggest mistake restaurants make with bestseller labels?
Labeling their actual best-sellers instead of their most profitable dishes. High-volume items often have thin margins, so promoting them can actually hurt your bottom line.
Should I use the same bestseller labels for lunch and dinner menus?
Not necessarily - your profit margins and popular items might differ between dayparts. Analyze each menu separately and label the most profitable options for each service period.
📚 Sources consulted
- EU Verordening 852/2004 — Levensmiddelenhygiëne (2004) — Official source
- EU Verordening 853/2004 — Hygiënevoorschriften voor levensmiddelen van dierlijke oorsprong (2004) — Official source
- EU Verordening 1169/2011 — Voedselinformatie aan consumenten (2011) — Official source
- NVWA — Hygiënecode voor de horeca (2024) — Official source
- NVWA — Allergenen in voedsel (2024) — Official source
- Codex Alimentarius — International Food Standards (2024) — Official source
- FSA — Safer food, better business (HACCP) (2024) — Official source
- BVL — Lebensmittelhygiene (HACCP) (2024) — Official source
- Warenwetbesluit Bereiding en behandeling van levensmiddelen (2024) — Official source
- WHO — Foodborne diseases estimates (2024) — Official source
Food Standards Agency (FSA) — https://www.food.gov.uk
The HACCP standards shown in this application are for informational purposes only. KitchenNmbrs does not guarantee that displayed values are current or complete. Always consult the FSA or your local authority for the latest regulations.
Written by
Jeffrey Smit
Founder & CEO of KitchenNmbrs
Jeffrey Smit built KitchenNmbrs from 8 years of hands-on experience as kitchen manager at 1NUL8 Group in Rotterdam. His mission: give every restaurant owner control over food cost.
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