Restaurant Catalog Design: How restaurant menu design can change your order

Did you think that your current order in restaurants is based purely on your “wants” and is not affected by anything? It’s time to learn the truth.

Research has clearly shown that what we order in restaurants and how much we eat has little to do with our cravings and more with how the various dishes are presented to us in the menu  of each  restaurant. If you think about it, you will surely remember yourself getting carried away by various appetizers and main dishes on the menu, eventually ordering more than you need.

In fact, in a published study by Cornell University, Professor Brian Wansink, PhD reveals many impressive restaurant strategies, which you may realize the next time you eat out, if you know them from now on.

The details make the difference
The phrase “baked chicken” may not be exactly what you call salivation, but how about a “marinated chicken in mustard, honey and thyme with herbal baby potatoes”? The two dishes may be the same, but the description of the latter leaves us little room for resistance. According to research in fact, when a dish described in every possible detail , its sales increase by 27%, convincing the customer not only to order it, but also to enjoy it more.

The μου camouflaged euros
Menus that aim to entice us, avoid decimal places and the euro symbol. It seems that there is a big difference to see a dish in the list with the price in the form of € 14.00 next to it, than to see a pure 14 and this is because, the more numbers and symbols, the bigger the amount seems, while also the word “euro” itself draws attention to the price. Also, you must keep in mind that in the first part of the menu, but also at the beginning of each category are usually the most expensive dishes, because that is where the eye goes first. Generally, the dishes at the top and bottom of each column usually have 25% more demand , while the items we do not often look for in a list are on the bottom left.

The fonts that attract attention
The bold  they usually catch the eye and the menus seem to be gaining his attention 42% of customers . The restaurants, knowing this trend, use the bold in dishes that they want to promote more and it seems that many customers fall into the “trap”. Another thing that also catches the eye is the color and size of the font.

Advice from the staff
Although usually the dish suggested by the chef, the  waiter  or the menu itself (as the restaurant specialty) is usually a guarantee, you will have noticed that these options are usually included in the most expensive dishes on the menu . With the technique of the proposal, the restaurant manages to promote its best and most expensive dishes, increasing their sales by 28% and the amount of food consumed by customers by 13%. You are satisfied with the taste, but your wallet is groaning.

Avoid the word “healthy”
On the one hand, the trend of recent years that turns us to  healthy eating, on the other hand it seems that in many restaurants, when the word “healthy” is mentioned on a plate, its sales fall. Although this definitely depends on the type of restaurant, it seems that many people identify the “healthy” with the “immune” and move on to the next dish on the menu. Many restaurants prefer the symbol of a green leaf next to a salad or a healthy dish to promote this quality.

Nostalgic names
Dish names like “mom’s ribs” give one beautiful and nostalgic feeling  to the customers of a restaurant.

Reference to local products
The food and geography  they seem to fit very well together, as do the dishes with the place of origin of the products used to make them. Names like Naxos gruyere or Messinian frying pan seem to win the battle with the most “impersonal” dishes.


Scroll to top