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How can you increase your sales with menu placement?

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Menu placement is a powerful tool to influence your customers' choices and boost your sales. By applying some basic principles of menu psychology and marketing, you can optimize your menu design and layout to highlight your most profitable and popular items, and encourage repeat orders and upselling. In this article, you will learn how to use menu placement to your advantage, and what factors to consider when creating or updating your menu.

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1 The importance of menu placement

Your menu is not just a list of dishes and prices, but a strategic communication tool that can persuade your customers to order more and spend more. Menu placement refers to how you arrange and position your menu items, categories, and sections to draw attention, create contrast, and generate interest. Menu placement can affect your customers' perception of value, quality, and satisfaction, as well as your profit margins and revenue.

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Fernando Messala

Brand Manager | Marketing Estratégico | Consultor de Marketing
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When thinking about the menu, always take into consideration, first of all, how it affects the operations because that will affect the service you provide. For example, if a dish needs avocado, this ingredient might oxide relatively fast, so especially in a QSR, this might be a problem. From a client perspective, this could affect their waiting times (which also affects our table rotation). Please make sure to have a menu designed to make your kitchen more efficient while offering dishes that can be combined so it is easier to cross-sell or offer recommendations.

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2 The golden triangle of menu placement

One of the most common and effective methods of menu placement is the golden triangle. This is based on the idea that customers tend to scan a menu in a triangular pattern, starting from the middle, then moving to the top right, and then to the top left. These three areas are the prime spots to place your best-selling and high-margin items, as they are more likely to be noticed and ordered. You can also use visual cues, such as boxes, colors, icons, or photos, to emphasize these items and make them stand out.

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Israel Sant’anna

MBA em Gest?o empresarial pela FGV | Gerente de A&B (Alimentos e bebidas) | Perfil Intraempreendedor e hands on | IA entusiasta
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A estética visual desempenha um papel crucial, destacando os itens selecionados por meio de cores contrastantes, fontes atrativas e imagens de alta qualidade. Essa abordagem visa direcionar o olhar do cliente para áreas específicas do menu, aumentando a probabilidade de que escolham os pratos destacados. A eficácia da estratégia também é refor?ada por chamadas para a??o persuasivas e descri??es apetitosas adicionadas aos itens de destaque. Rotacionar periodicamente o itens permite manter o interesse dos clientes, especialmente ao promover sazonalidades ou novidades no menu. Esses elementos visuais e persuasivos contribuem para uma experiência de menu envolvente, promovendo os itens desejados e impulsionando o apetite dos clientes.

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Matthew Chin

Toronto Food Photographer and Food Stylist
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Now with the prevalence of social media, people eat with their eyes so having a great design with some photos go a long way in helping people visualize delicious meals. It's also great to consider if you have something unique. Charcoal black ice cream or a mammoth-sized burger is great for customers to visualize them.

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3 The decoy effect of menu placement

Another way to use menu placement to increase your sales is the decoy effect. This is a psychological phenomenon where customers are influenced by the presence of a less attractive option that makes another option seem more appealing. For example, you can place a very expensive item next to a slightly cheaper item that has a higher profit margin, to make the latter seem like a better deal. Or you can place a low-margin item next to a high-margin item that has a similar price, to make the former seem like a bargain.

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Fernando Messala

Brand Manager | Marketing Estratégico | Consultor de Marketing
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This always works for upselling sizes; when you offer a small sizes cup for, let's say, $1 and the medium size and the big sizes are $1.25 and $2.5.- for those who were to select the small one, the difference with the medium is so small that is convenient, while the cost difference is insignificant. This also helps to upsell when you offer options such as add-ons for a salad. You can use price as the comparison factor, and you, on purpose, set higher prices for those you do not want to promote and help others to be chosen.

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4 The serial position effect of menu placement

The serial position effect is another principle of menu psychology that can help you optimize your menu placement. This effect states that customers are more likely to remember and order the first and last items in a list or a category, than the ones in the middle. This is because the first items benefit from the primacy effect, which means they are more likely to be recalled and processed, while the last items benefit from the recency effect, which means they are more likely to be fresh and salient in the memory. Therefore, you should place your most profitable and popular items at the beginning and the end of your menu sections, and avoid overcrowding your menu with too many options.

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5 The eye movement of menu placement

The eye movement of menu placement is another factor to consider when designing your menu. Research has shown that customers tend to read menus differently depending on the format and orientation of the menu. For example, customers tend to read menus from left to right and top to bottom when they are presented in a single-page or booklet format, while they tend to read menus from right to left and bottom to top when they are presented in a folded or tent format. You should take advantage of these patterns and place your most profitable and popular items accordingly, and avoid placing them in the corners or the edges of the menu, where they are less likely to be seen.

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6 The menu engineering of menu placement

The menu engineering of menu placement is a technique that combines the analysis of your menu items' profitability and popularity, with the application of menu psychology and marketing principles. By using menu engineering, you can categorize your menu items into four groups: stars, plowhorses, puzzles, and dogs. Stars are items that are both profitable and popular, and should be placed in the golden triangle areas. Plowhorses are items that are popular but not profitable, and should be placed in the middle or the bottom of the menu sections. Puzzles are items that are profitable but not popular, and should be placed next to plowhorses or stars, or enhanced with visual cues or descriptions. Dogs are items that are neither profitable nor popular, and should be removed from the menu or placed in the corners or the edges of the menu.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you increase your sales with menu placement?

1

2

3

4

5

6

7

1 The importance of menu placement

2 The golden triangle of menu placement

3 The decoy effect of menu placement

4 The serial position effect of menu placement

5 The eye movement of menu placement

6 The menu engineering of menu placement

7 Here’s what else to consider

Food & Beverage Operations

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How can you increase your sales with menu placement?

1

2

3

4

5

6

7

1 The importance of menu placement

2 The golden triangle of menu placement

3 The decoy effect of menu placement

4 The serial position effect of menu placement

5 The eye movement of menu placement

6 The menu engineering of menu placement

7 Here’s what else to consider

Food & Beverage Operations

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