A well-structured menu is able to increase restaurant profits up to 25% directing the customer to choose the dish that you want to stand out, through a series of techniques ranging from graphics to the name of the dish. We list 5 simple menu engineering points, to increase productivity in the composition of a menu.
1. Never more than 5 products per category
You should never enter more than 5 products for each category, this helps the customer in the decision and to avoid confusion and indecision in the choice, also simplifies the management of the kitchen, which will be lightened by this choice and your chef will can focus more on the quality of the dish avoiding waste.
2. Featured items in the upper right corner
The human eye always tends to visualize the upper right part of its visual focus,as a result, it’s recommended to place the menu item you want to sell most in that location. To push more the visual impact you can associate an illustration or a box to the voice that you want to stand out.
3. From the most expensive to the least expensive
Place the most expensive dishes at the top of the list, the dishes that who follows will seem cheaper. Play on the general psychology of the approach to prices, when customers see first a menu item that seems very expensive this will make the following items look more affordable, changing completely their approach in the choice of the dish.
4. Gourmet description
The descriptions of the dishes can radically change the culinary strategy of a restaurant and increase the profits to 27%. Pizza with wholemeal flour and semi-wholemeal organic ground stone with prosciutto di norcia seems much more appetizing than a simple “pizza with ham”, because it helps to give authenticity to the product and give a greater sense of quality, as well as informing the customer about the care of the restaurant in the search for ingredients.
5. Omit the currency simble
It has been shown that omitting the currency symbol creates a psychological detachment towards the economic value of the dish, in this way the customer will be able to make a choiche with a greater focus on the dish and he will be less influenced by its cost.