Menu Engineering
In the busy world of restaurants, where flavors tantalize and ambiance sets the stage, one often overlooked star takes center stage – the menu. Far more than a simple list of dishes, your menu is a powerful tool that can make or break your restaurant’s success. It’s the silent salesperson, the first impression, and the roadmap to your culinary vision.
Menu Analysis
Understanding Customer Expectations
Design Considerations
By investing time and effort into crafting a great menu, you’re not just listing dishes – you’re telling your restaurant’s story, guiding your customers’ journey, and ultimately, boosting your bottom line.
So, let's begin this exciting journey to menu mastery. Your path to increased customer satisfaction and improved profitability starts here!
Menu Analysis
Develop a Menu Matrix
A menu matrix is a great tool to help you create your menu categories.
Using your POS data and your Mpower Recipes profitability calculator, develop a matrix and place each item in one of these four categories
High Popularity/ Low Profitability
Plow Horse – these menu items are popular but not big moneymakers. A restaurant may want to raise their price or decrease portion size. Be careful, though – sometimes these items are loss leaders that are ordered with high-profit items.
High Popularity/ High Profitability
All Stars – these menu items drive the most revenue. They’re fan favorites and also high profitable. They should be highlighted in menu design and promoted by servers as they interact with guests.
Low Popularity/ Low Profitability
Duds – Neither profitable nor popular, these menu items may have fallen out of favor as dining trends change or became too expensive. Regardless, they are taking up valuable menu space and are prime candidates to be replaced with something new.
Low Popularity/ High Profitability
Questionables – These menu items could be winners if only the customers would start ordering them. Sometimes a simple name or description change can turn things around. Another option is to tweak the ingredients to more closely align with flavor profiles similar to All Stars.
This will help you determine which items need to be removed from your menu, which items should receive more promotion, and which ones you may want to adjust on your menu to try and get more traction.
UNDERSTANDING CUSTOMER EXPECTATIONS
Your menu is far more than a list of dishes; it is a central communication tool that shapes customer perceptions, sets expectations, and influences the overall dining experience.
Customers expect the menu to be clear, visually appealing, and reflective of the restaurant’s identity-whether that means highlighting dietary accommodations, showcasing signature dishes, or aligning with a particular culinary theme.
Your menu should be designed with these three priorities in mind
1
First Impressions
A thoughtfully designed menu sets the tone for the meal and builds anticipation.
2
Ease & Enjoyment
A menu that is easy to navigate and visually appealing makes guests feel comfortable and valued.
3
Personal Touches
Attentive service, flexibility in accommodating preferences, and sharing the stories behind dishes all contribute to a lasting positive impression
Visual Scanning Patterns
Customers typically do not read menus from top to bottom like a book. The average time they spend reading a menu is 109 seconds, so it’s important to understand the science behind their scanning patterns. Their eyes are drawn to specific areas first. Studies suggest that the top right corner is often the initial focal point, followed by the top left and then the center. Placing high-profit or signature items in these “hot spots” increases their visibility and likelihood of being ordered.
Organizing your menu into categories (appetizers, mains, desserts, beverages) helps customers quickly find what they want without feeling overwhelmed. Within each category, list items from most profitable to least profitable to aid navigation.
DESIGN CONSIDERATIONS
Research and industry insights reveal several key behaviors and psychological principles that influence how a customer interacts with a menu.
FONTS/READABILITY
Clear, legible fonts and adequate font size (minimum 12 points for body text) are crucial. Text that is too small or ornate can be difficult to read, especially in dimly lit environments. Spacing between lines and sections, along with sufficient margins, makes the menu less cluttered and easier to scan.
COLOR/CONTRAST
Strategic use of color can stimulate appetite and guide attention. For example, green evokes healthiness, while red and yellow can stimulate hunger. High contrast between text and background improves readability.
HIGHLIGHTING ITEMS
Bold fonts, larger text, or colored boxes can be used to draw attention to specials, chef’s recommendations, or high-margin items.
DESCRIPTIONS/STORYTELLING
Customers are influenced by descriptive, sensory language that paints a vivid picture of a dish’s flavors, preparation, and origins. Well-written descriptions can make items more appealing, justify higher prices, and help customers imagine the dining experience.
Menu descriptions should be brief, vivid and appetizing. They are worth the trouble. Include sensory words like “tender”, “flaky”, or “juicy” or cultural terms such as “Cajun” or “Italian”; and nostalgic terms such as “homestyle” and “traditional” reveal important insight. Don’t forget to call out specialty items such as gluten-free, heart healthy, low calorie etc.
Including stories or background information about menu items can increase engagement and build loyalty by creating an emotional connection.
Many customers scan for familiar dishes or those that stand out due to placement, description, or visual cues.
ORGANIZATION
Organizing menus with clear headings, bullet points, and logical flow reduces cognitive load and makes the experience more enjoyable.
Studies suggest that the top right corner is often the initial focal point, followed by the top left and then the center. Placing high-profit or signature items in these “hot spots” increases their visibility and likelihood of being ordered.
PHOTOGRAPHY
High-quality photos, when used sparingly, can further entice customers and help them visualize what they are ordering. Consider lighting, camera angle, etc. to ensure your photos best represent the product for the customer.
If you do not have the means (or time) to invest in excellent photographs of your food, consider leaving the dish’s appearances to your customer’s imagination.
PRICING
When pricing menu items, here are the key considerations:
1. Food Cost and Profit Margins
Cost-Based Pricing: Calculate the total cost of each dish (ingredients, preparation, overhead) and set a price that achieves your target gross profit margin.
2. Market and Competitor Analysis
Research local competitors with similar concepts to ensure your prices are in line with what customers are willing to pay. If your prices are higher, justify them with superior value, quality, or unique offerings.
3. Customer Perceived Value
Understand what your target customers value-quality, portion size, uniqueness, or dining experience-and price accordingly. Customers may be willing to pay more for premium ingredients, ambiance, or exceptional service.
Consider offering meal deals or combos (bundle pricing) to increase perceived value and average check size.
4. Customer Loyalty and Price Sensitivity
Avoid overpricing, which can deter repeat business. Loyal customers are key to long-term success, so prices should reflect both value and affordability for your target market.
5. Operational and External Factors
Consider fluctuating ingredient costs, wage changes, and economic conditions. Regularly review and adjust prices to maintain profitability and competitiveness.
Ensure the menu reflects the restaurant’s brand identity, whether that’s luxury, minimalism, sustainability, or fast-casual dining. Regularly review and update the menu to stay relevant to evolving customer tastes and trends, without needing to overhaul the entire offering.
MENU ACCESSIBILITY
Offering menus in multiple formats (physical, online, QR code) ensures accessibility for all customers, including those with visual impairments
or limited internet access.
5 Essential Elements for a Winning Menu
1. Crystal Clear Readability
- Select easily readable fonts
- Align design with your restaurant’s ambiance
- Proofread meticulously
to eliminate typos
2. Visually Appealing Layout
- Utilize white space effectively
- Highlight signature dishes with eye-catching callouts
- Organize items into logical categories
3. Consistent Brand Identity
- Infuse your menu with your restaurant’s unique personality
- Ensure online menu viewers can grasp your establishment’s essence
- Align menu design with guest expectations for a cohesive experience
4. Optimal Menu Dimensions
- Avoid overly small menus that strain readers’ eyes
- Steer clear of unwieldy, oversized menus
- Select a size that’s comfortable to handle and easy to store
5. Strategic Upselling Opportunities
- Leverage your menu as
a sales tool - Incorporate enticing add-ons and upgrades
- Clearly display customization options to boost check averages
By focusing on these five key elements, Martin Bros Distributing can help our restaurant partners create menus that not only showcase their offerings but also enhance the overall dining experience and drive sales.