How can menu design enhance the guest experience?

1 The psychology of menu design

Menu design is based on the principles of visual hierarchy, cognitive load, and anchoring. Visual hierarchy means that you arrange the elements of your menu in a way that guides the eye and attention of the reader. Cognitive load refers to the amount of mental effort required to process information. You want to reduce the cognitive load of your menu by making it easy to read, understand, and compare. Anchoring means that you use contrast and reference points to influence the perceived value and attractiveness of your items. For example, you can place a high-priced item next to a lower-priced one to make the latter seem more affordable and appealing.

2 The layout and format of your menu

The layout and format of your menu should reflect your concept, style, and theme. You can use different fonts, colors, shapes, and images to create a mood and personality for your menu. You can also use different sections, categories, and labels to organize your menu and highlight your specialties. For example, you can use boxes, icons, or symbols to mark your best sellers, signature dishes, or seasonal offers. You can also use descriptive names, stories, or ingredients to entice your guests and showcase your quality and creativity.

3 The size and variety of your menu

The size and variety of your menu should balance your operational efficiency, profitability, and customer satisfaction. You want to offer enough choices to cater to different preferences, needs, and occasions, but not too many that overwhelm or confuse your guests. You also want to optimize your inventory, waste, and labor costs by selecting the items that have the highest demand, margin, and quality. A general rule of thumb is to have between seven and ten items per category, and to review and update your menu regularly based on your sales data, feedback, and trends.

5 The language and tone of your menu

The language and tone of your menu should match your brand voice, culture, and audience. You want to use words that are clear, concise, and compelling, and that convey your benefits, features, and values. You also want to use words that are appropriate, respectful, and inclusive, and that avoid stereotypes, jargon, or slang. For example, you can use sensory words, adjectives, or metaphors to describe your dishes and evoke emotions and appetites. You can also use positive words, modifiers, or qualifiers to emphasize your uniqueness and quality. For example, you can say "freshly baked", "handcrafted", or "award-winning" instead of just "baked", "made", or "good".

6 The feedback and evaluation of your menu

The feedback and evaluation of your menu should help you measure your performance, identify your strengths and weaknesses, and improve your results. You want to collect and analyze data from various sources, such as your sales reports, customer reviews, staff comments, and industry benchmarks. You also want to test and experiment with different menu design elements, such as your layout, format, size, variety, pricing, positioning, language, and tone. You can use methods such as A/B testing, focus groups, surveys, or mystery shopping to compare and contrast the effects of your menu design on your guest experience.

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?