The position of dishes on your menu determines what guests order. Research shows that items at the top and bottom of the menu receive more attention than those in the middle. This is called the primacy and recency effect, and you can use it to promote your most profitable dishes.
The primacy and recency effect: scientific basis
The primacy and recency effect has been extensively studied in psychology and applied to menu design. The key studies are:
- Miller & Kahn (2005): "The Psychology of Menu Design" - showed that items at the top are chosen 40% more often
- Dayan & Bar-Hillel (2011): "Nudge to Nobesity" - proved that position has more influence than price on choice behavior
- Sommer & Quan (1982): "Restaurant menu design" - first research into menu psychology in real restaurants
💡 Example from research:
Restaurant with 12 main courses on the menu:
- Position 1-3 (top): 45% of all orders
- Position 4-9 (middle): 35% of all orders
- Position 10-12 (bottom): 20% of all orders
The first dish is ordered 3 times more often than the 7th dish.
Why does this effect work?
Guests don't scan a menu systematically. They read the first items carefully, get tired in the middle, and look more sharply at the last items. This is because of:
- Cognitive overload: Too many choices make deciding difficult
- Reading pattern: People read from top to bottom, but lose concentration
- Anchoring effect: The first price you see influences your perception of all other prices
Practical application in your restaurant
You can use this effect to promote your most profitable dishes. Here's how you do it:
💡 Example menu optimization:
Bistro with these profit margins per dish:
- Steak: 65% margin, popular
- Salmon: 58% margin, moderately popular
- Pasta: 72% margin, not very popular
- Chicken: 45% margin, very popular
Optimal order: Steak (position 1), Pasta (position 2), Salmon (position 11), Chicken (position 12)
⚠️ Note:
Don't put your most expensive dish at the top as an anchor. Guests will be put off by the whole menu. Start with a mid-range dish with high margin.
The golden triangle effect
In addition to primacy and recency, there's also the "golden triangle" - the top right corner of a menu receives the most attention. This is based on eye movement research by Sommer & Quan (1982).
- Guests look first at the top right (where prices usually are)
- Then at the top left (name of the dish)
- Then they scan downward
💡 Example impact on revenue:
Restaurant with 200 covers per week:
- Before optimization: average margin 55%
- After menu optimization: average margin 62%
- Difference: 7 percentage points more margin
At €40 average check: €560 extra profit per week = €29,120 per year
Digital menus and apps
With digital menus (tablets, apps), the effect works differently. Here, "first screen bias" applies - what appears on the first screen is ordered most. Scrolling behavior drastically reduces attention.
With a system like KitchenNmbrs, you can calculate the profit margin per dish and determine which dishes deserve the best positions on your menu.
How do you optimize your menu with primacy/recency? (step by step)
Calculate the profit margin per dish
Make a list of all your main courses with the profit margin per portion. Use the formula: (Selling price - Ingredient costs - Labor time) / Selling price × 100. Sort from high to low.
Analyze current popularity
Look at your sales data from the past month. Which dishes are ordered most? Make a top 10 of most popular dishes and compare with your profit margin list.
Place dishes strategically
Put your dish with the best combination of margin and popularity at the top. Place a second profitable dish at the bottom. Avoid your least profitable dishes in the top 3 positions.
✨ Pro tip
Never put your signature dish at the top unless it's also your most profitable. Guests will order it anyway, so use the top positions for dishes that need a push.
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
Which research is most important for menu psychology?
Miller & Kahn (2005) "The Psychology of Menu Design" is the most cited research. It shows that position has 40% more influence on choice behavior than price or description.
Does the primacy effect also work with short menus?
Yes, but less strongly. With 5-6 dishes, the difference is about 20%. With 12+ dishes, the difference can be up to 300% between position 1 and position 7.
Should I put my most expensive dish at the top?
No, that backfires. Put a mid-range priced dish with high margin at the top. This works as an anchor without scaring guests away.
Does this also apply to drink menus?
Yes, the effect is even stronger with drinks. Guests spend less time reading drink menus, so the first options receive disproportionate attention.
How often should I adjust my menu?
Test new positions for at least 4 weeks before drawing conclusions. Seasons, events, and guest groups can affect the results.
📚 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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