Your menu isn’t just a list of dishes, it’s the start of a conversation. Before a guest even orders, your layout, wording and structure are already guiding them. Done right, a menu builds trust, sets expectations and quietly nudges people toward the choices you want them to make. In our last post, we shared a real visit where too many options and a cluttered layout left us lost. This time, let’s talk about how to do it right.
1. Guests Look for 109 Seconds, Then Decide
Studies show that the average guest looks at a menu for just 109 seconds before deciding. That’s not long and if your menu is cluttered and overwhelming, that time works against you.
Tips:
- Limit sections to 6–7 items max
- Use white space generously so eyes can rest
- Keep descriptions short
Think of your menu like a stage and give your key players the spotlight.
2. Guide the Eyes (Even Without a Golden Triangle)
Guests don’t read menus, they scan them. Whether it’s a folded card or a two-column layout, most people don’t go line by line. Instead, they jump to standout elements: boxes, icons, bold headers, and anything that “pops.”
Tips:
- Place high-margin or recommended items at the top of each section
- In multi-column layouts, feature your best items in the top-right area, it’s where eyes often land first
- Highlight 1–2 key dishes per section using simple visuals, like a small icon, a “House Favorite” label or a subtle box
- Keep sections focused and avoid visual overload
- Don’t make prices stand out, align them so guests choose out of curiosity, not cost.
Even without a perfect triangle, strong visual hierarchy can guide guests to the dishes you want them to choose.
3. Use Anchoring to Influence Perception
Want guests to feel good spending €35 on a bottle of wine? Show them a €80 bottle first. This is called price anchoring and it works.
Tips:
- Introduce a “decoy” product above your high-margin favorite
- The decoy should be appealing, premium-priced (like a reserve label or special region)
- Avoid cluttering the section; 3–4 options is ideal
People don’t know what something should cost, they compare so its your job to help them compare smart.
4. Help Guests Feel Good About Their Choice
If you don’t guide the guest, they’ll default to the safest option. And that’s usually not what you want them to order.
Tips:
- Create a “House Favorites” or “Chef’s Picks” section
- Use emotional cues like guest favorite, most loved, perfect with wine
- Pair labels with light visual hints: icons, stars, brief notes
Guests don’t just buy food, they buy confidence. Help them feel good about their choice before it hits the table.
Designing with Intention
The best menus don’t just list everything you serve. They set the expectations and spark curiosity which helps you sell great dishes more often. This isn’t manipulation, it’s smart intentional menu design. Want help reviewing your menu layout? Email us or follow for more tips insights, and real-world examples from restaurants that get it right.