Your menu design determines where guests look and what they order. By strategically using font, color, and layout, you draw attention to your most profitable dishes. In this article, you'll learn which design techniques increase your revenue and profit.
The psychology of menu scanning
Guests don't read your menu from left to right like a book. Their eyes follow a predictable pattern: first the top right corner, then the top left corner, then the middle. We call this the 'golden triangle'.
💡 Example:
Restaurant The Golden Spoon placed their signature steak (65% margin) in the top right of the menu:
- Before: 12% of guests ordered the steak
- After: 28% of guests ordered the steak
- Extra profit per 100 covers: €340
Just by changing the placement.
Font hierarchy for profitability
Use different font sizes and weights to highlight important dishes. Large, bold text attracts more attention than small text.
- Large letters (16-18pt): For your most profitable dishes
- Normal letters (12-14pt): For standard dishes
- Small letters (10-11pt): For descriptions and side dishes
⚠️ Watch out:
Don't overdo it. If everything is large, nothing stands out. Choose a maximum of 3-4 dishes per page to highlight.
Color as a steering tool
Warm colors (red, orange) stimulate appetite and draw attention. Cool colors (blue, purple) suppress appetite. Use this strategically.
💡 Example color strategy:
Bistro The Red Stag uses this approach:
- Red accents: For dishes with 60%+ margin
- Orange accents: For popular dishes with good margin
- Black: For standard dishes
- Gray text: For dishes they want to phase out
White space and grouping
Dishes surrounded by plenty of white space appear more important. Group similar dishes together, but give your top performers extra room to 'breathe'.
- Don't place profitable dishes between other items
- Use extra lines above and below top performers
- Use boxes or subtle background colors
Price display that sells
How you display prices affects ordering. Avoid 'menu shock' with smart price presentation.
💡 Pricing techniques that work:
- No euro signs: '24' instead of '€24.00'
- No dots: Not 'Steak....€32' but simply underneath
- Smaller numbers: Price in smaller font than dish name
- Anchor prices: One expensive dish makes other prices seem reasonable
The decoy technique
Deliberately place a dish that's slightly more expensive than your actual top performer. This makes your real favorite seem more attractive. Restaurants use this to steer guests toward their desired choice.
⚠️ Watch out:
Test different layouts. What works in one restaurant doesn't automatically work in another. Measure your results over at least 4 weeks.
Digital vs. physical menus
Online menus (website, delivery apps) have different rules. Here you can steer more directly because guests scroll from top to bottom.
- Place top performers at the top of each category
- Use photos for profitable dishes
- Use 'recommendations' or 'chef's choice' labels
How do you optimize your menu layout? (step by step)
Analyze your current profitability
Calculate the margin of each dish. Make a list of your 5 most profitable items and your 5 most popular items. These get priority in your new layout.
Determine your menu hierarchy
Place profitable dishes in the golden triangle (top right and left). Use large letters and warm colors for these items. Give them extra white space.
Test and measure the result
Introduce the new layout and measure for 4 weeks which dishes are ordered more frequently. Adjust where needed and repeat the process every quarter.
✨ Pro tip
Don't just measure which dishes are ordered more frequently, but also your total revenue per table. Sometimes you sell more top performers but your average check drops because guests order fewer side dishes or drinks.
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 highlight without it becoming chaotic?
A maximum of 3-4 dishes per menu page. If you highlight more, nothing stands out and you create confusion for guests instead.
Should I use photos for my top performers?
Photos work well online and on delivery apps, but avoid them on physical menus. They make the layout busy and can look cheap in restaurants.
How often should I adjust my menu layout?
Check your sales data every quarter and adjust where needed. Seasons, new dishes, and changing margins require adjustments.
Does this also work for drink menus?
Yes, the same principles apply. Highlight cocktails and wines with high margins. Place premium options strategically to make other choices more attractive.
What if guests only look at the cheapest options?
Use anchor prices: deliberately place some expensive dishes to make other prices seem reasonable. Avoid grouping all cheap options together.
📚 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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