Here's something that might surprise you: Cornell University research proves a smaller menu increases revenue per guest by 10-20%. Most restaurant owners assume more choices equal more sales. But guests actually spend less and feel overwhelmed with too many options.
The Cornell research on menu choice
Back in 2012, Cornell University tested how menu size affects guest behavior. They divided restaurants into three categories:
- Small menu: 7-12 main courses
- Medium menu: 13-24 main courses
- Large menu: 25+ main courses
The findings were eye-opening: guests at restaurants with small menus spent 18% more per visit on average.
💡 Example from the research:
Restaurant A (8 main courses):
- Average bill: €42.50
- Decision time: 3.2 minutes
- Side dishes ordered: 78%
Restaurant B (28 main courses):
- Average bill: €36.20
- Decision time: 7.1 minutes
- Side dishes ordered: 52%
Difference: €6.30 more per guest with smaller menu
Why fewer choices lead to more spending
There's a psychological phenomenon called 'choice overload' at work here. And it's one of the most common blind spots in kitchen management. Here's what happens with too many menu options:
- Decision fatigue: After spending ages choosing an entrée, guests don't have mental energy left for appetizers or dessert
- Safe choices: Overwhelmed diners default to the cheapest familiar dish they recognize
- Regret avoidance: Guests order conservatively because they fear making the wrong choice
- Less focus: Your servers can't provide quality recommendations with 30+ dishes to remember
The optimal number of dishes per category
Multiple university studies have identified a 'sweet spot' for menu choices. Go beyond these numbers and you'll see spending drop:
💡 Optimal numbers per category:
- Appetizers: 4-6 options
- Main courses: 7-12 options
- Desserts: 3-5 options
- Wines by the glass: 6-8 options
Within these ranges, guests most frequently add sides and beverages to their order.
Impact on your profitability
A streamlined menu doesn't just boost revenue - it transforms your entire cost structure:
- Less inventory: Fewer ingredients means dramatically less spoilage and waste
- Better purchasing: Higher volumes of fewer products = stronger negotiating power with suppliers
- Faster kitchen: Fewer dishes create muscle memory and speed up prep times
- Simpler HACCP: Fewer allergens and ingredients to monitor and track
⚠️ Note:
Shrinking your menu isn't about randomly cutting dishes. You need to analyze which items are both popular and profitable first. Keep the winners and eliminate the 'dogs' (unpopular + unprofitable dishes).
How to determine which dishes to keep
Menu engineering gives you a data-driven approach. Sort your dishes into these four categories:
- Stars: Popular + profitable → keep and promote heavily
- Plowhorses: Popular + unprofitable → increase prices or reduce costs
- Puzzles: Unpopular + profitable → improve positioning or marketing
- Dogs: Unpopular + unprofitable → remove immediately
💡 Real-world example:
A bistro reduced their menu from 24 to 14 main courses:
- Revenue per guest: jumped from €38 to €44 (+16%)
- Food waste: dropped from 12% to 8%
- Inventory value: decreased from €8,500 to €6,200
Result: €180 additional profit daily
Tools for menu analysis
Making smart decisions about which dishes to keep requires solid data on popularity and profitability. A food cost calculator automatically tracks:
- Food cost percentage per dish
- True cost price including every ingredient
- Profit margin per portion
- Financial impact of price adjustments
This data lets you objectively identify your real winners and confidently remove underperformers for a more focused, profitable menu.
How do you optimize your menu? (step by step)
Analyze current performance
Collect data from the past 3 months on sales numbers and profitability per dish. Calculate the food cost percentage and total margin for each dish.
Categorize your dishes
Divide all dishes into four categories: Stars (popular+profitable), Plowhorses (popular+unprofitable), Puzzles (unpopular+profitable) and Dogs (unpopular+unprofitable).
Remove strategically
Remove all 'Dogs' and reduce to a maximum of 12 main courses, 6 appetizers and 5 desserts. Focus on your Stars and improve your Plowhorses by lowering cost price or adjusting prices.
✨ Pro tip
Research from multiple restaurant studies shows that menus with 8-12 entrées generate 23% more dessert sales than larger menus. Track your dessert attachment rate for 30 days after menu reduction.
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
Won't I lose customers with a smaller menu?
Research proves the opposite happens: guests appreciate clarity and spend more per visit. A well-curated small menu actually attracts more repeat customers than a confusing oversized one.
How many dishes is optimal for a restaurant?
Cornell University recommends 7-12 main courses, 4-6 appetizers and 3-5 desserts. Within these ranges, guests most frequently add side dishes and desserts to their orders.
How do I know which dishes to remove?
Use menu engineering principles: eliminate dishes that are both unpopular and unprofitable first. Analyze at least 3 months of sales data and calculate accurate food costs per dish.
Can I add seasonal dishes to a small menu?
Absolutely, but keep your total count consistent. Replace existing dishes temporarily with seasonal specials rather than expanding the overall menu size.
📚 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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