Five Clever Ways to Re-imagine Your Restaurant’s Menu

Your menu is much more than a list of dishes—it's a strategic document that helps sell your offerings and reflect your business strategy. From design to content, your menu plays a critical role in shaping the customer experience and driving profitability. Here are five important ways to rethink your restaurant’s menu.

1. Focus on Design

Your menu design does more than list items; it influences how customers make their choices. A well-designed menu directs the eye to more expensive items. For instance, on a double-page menu, the eye usually follows a zig-zag path: from top right to top left, then down to the bottom right and across to the bottom left. This makes the top right corner the "hot property" where you can strategically place higher-priced items. You can highlight this area with design elements like boxes or bold fonts to draw attention. However, balance is key—too much emphasis in one area can create clutter and overwhelm customers.

2. Be Strategic with Spacing and Wording

The way you describe your dishes should be tempting. Words like "our famous" or "signature dish" can attract customers to specific items. Additionally, research shows that omitting the currency symbol and just listing the price can encourage customers to spend more, as the amount registers differently in their minds. Also, diners tend to prefer menus with larger fonts and designs that maintain a balance—about 20% blank space works best.

3. Consider Pricey Decoys

Have you ever noticed an extravagant, high-priced item on a menu? These are known as "pricey decoys." Items like the $1,000 “Golden Opulence Sundae” from Manhattan's Serendipity 3 or Ben & Jerry’s 20-scoop "Vermonster" aren’t there to be ordered frequently—they're designed to make other dishes seem more affordable. Seeing a high-priced item can trigger excitement, which makes customers more likely to spend on other parts of the menu.

4. Keep It Short

According to New York Magazine, 28% of restaurant owners are shrinking their menus, and for good reason. Celebrity chef Gordon Ramsay advocates for “less is more” when it comes to menu size. A shorter menu prevents customers from feeling overwhelmed, while also making it easier for your kitchen to focus on profitable, high-margin dishes. Cutting down on low-margin options ensures efficiency and can reduce overhead costs, especially with fewer staff available.

5. Customize Items

With a more streamlined menu, you can offer customizations to cater to dietary preferences and restrictions. Growing awareness of gluten sensitivity, paleo diets, low-carb options, and veganism provides an opportunity to customize a few key dishes. Offering personalized versions of popular items allows you to accommodate a wider range of customers without expanding your menu.

The Bottom Line

A restaurant’s menu is a powerful tool that requires careful planning. From design to the dishes you offer, every detail matters. By rethinking how your menu is structured and presented, you can enhance the customer experience and boost profitability, ensuring that both your customers and your business enjoy success.

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