Your menu should be selling for you but too often, it’s getting in the way. Here are five common mistakes that cost restaurants money and guest satisfaction. In our last post, we shared how menu psychology can guide guests toward confident choices. This time, we’re focusing on what not to do.
1. Trying to Please Everyone
Imagine you run a steakhouse. Your guests come in expecting, well… a steak, maybe some sauces, a few sides, a salad or two. But then they open your menu and see five fish options, three vegan mains, sushi, and a curry? That’s like walking into a salad bar and finding a ribeye. When guests choose a steakhouse, pizzeria or sushi restaurant they’ve already made a decision. Trying to cater to everyone waters down your concept and creates confusion. People trust restaurants that know exactly what they’re proud to serve. So next time your partner says, “I’m craving a steak,” you’ll know exactly where to go.
2. No Visual Hierarchy
If everything looks the same, nothing stands out. Menus without hierarchy make your best dishes invisible.
3. Prices That Pop
Format prices clearly, but subtly. Avoid bold or aligned price columns that make guests shop by number, not by dish. Use price anchoring to make your winner feel like a deal.
4. Boring, Technical Descriptions
Guests want to feel something when they read a menu, even just a hint of flavor or origin. Show what makes a dish special: origin, texture, technique, or story. Studies show that vivid, sensory descriptions activate more areas of the brain making dishes feel more appealing and even improving perceived taste. So instead of “Chicken with Vegetables,” try: Sunday style roast chicken served with buttery carrots and crispy green beans.
5. Weak Section Labels
Generic headers like “Mains” or “Various Dishes” create friction. Great section titles should:
- Set expectations (“From the Grill”)
- Guide behavior (“Perfect to Share” )
- Show personality (“Our Local Favorites” )
Wondering if your menu might be confusing guests?
Let’s take a look. Email us for a review.