An article in the Wall Street Journal has shown that restaurants that highlight items in their menu design are more profitable. Techniques such as featured items have been used in the retail industry for years. It is used in the shop window, in front of the cash register, etc. They have realized that if the customer notices the product, its sales will increase to a great extent, and if they don't notice, there is never a possibility of buying. According to this theory, restaurant menu design can enhance the prominent items on the menu. Such reviews are called the psychology of menu design.
Coffee Shop and Restaurant Design Techniques
Delicacy must be observed in menu design; Because all the requests and orders of the guests are hidden in it. The menu is what retailers put in their store window to attract customers and sell goods. You want the restaurant guest to see what you offer on the menu. And you hope that he will finally buy the item he wants. The concept of psychology in the menu is to attract the attention of the restaurant guest and order the item you want, which you emphasize on selling more. Restaurant managers, due to not having enough knowledge of menu design, leave this important matter to the graphic designer or designer without any opinion.
An awareness of menu psychology and technique will greatly improve menu design. As it was said, the font, design and color of the menu greatly improves the menu design. As it was said, the font, design and color of the menu are a reflection of your restaurant; For example, if you want to open a Mexican restaurant, cheerful colors like red, turquoise, purple and green can be a good choice for the menu. In most restaurants, you will see that the menu is written in order. Appetizers, soups, salads, main dishes, desserts and drinks, it is important that each part by bolding or highlighting certain foods with a star or other symbols such as special dishes of the restaurant or the chef in order to attract the attention of customers. to favorite food. Adding images or too much clutter in the menu should be avoided.
9 Psychology Techniques in Menu Design
🔹Place many and high-quality photos in the menu
By seeing tempting photos of different foods and drinks, customers move towards more pleasure and consequently order more. .
informs them that they are spending money and makes them conservative.
🔹Creating a connection between the concept of food and family
Customers are very interested in buying things that are familiar to them; Such as Aunt Leila's pickles, Daisy Sarai Aghajun, Mamanpez's dishes and...
Customers who order Italian pizza experience the taste and smell of Italy, and customers who order American pizza experience the taste and smell of America. While both pizzas are cooked and prepared from the same type of ingredients and in a certain way with the same equipment!
🔹 Highlighting important and best-selling items in the menu
When some dishes in the menu are shown with a different line, with a bright color and a more beautiful frame with a photo. It is possible, it actually attracts more attention and the customer feels that he is going to order a special dish.
🔹Place expensive dishes at the top of the menu
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By seeing The first and most expensive food in the restaurant and then seeing the cheaper prices, the belief is created in the minds of customers that most of the food in this restaurant is cheap. But relative to where? Maybe only the first one!
Providing food in two different sizes in the menu
In this method, the customer has no idea of the amount and size of the food he wants to order, so he prefers the size order the smaller one, which can actually bring more profit to the restaurant owner.
🔹Analysis of the pattern of reading the menu by customers
A phenomenon called primary effect Humans usually remember the first thing they see better than the rest. One of the places that customers look at is the top corner of the menu, especially the right side. One of the problems that the customer faces in ordering is many choices. With the limitation of the customer's choice, the order becomes final.