Creating a menu that drives sales is about more than just listing food items. It’s about thoughtful design, strategic pricing, and a clear understanding of consumer behavior. By using proven design techniques, selecting the right paper and finishes for durability, and focusing on what will entice your customers to spend more, you can create a menu that not only reflects your brand but also boosts your bottom line.

Types of Menus

The type of menu you choose for your restaurant or hotel will impact how customers engage with your offerings. Each style has its own advantages:

• Folded Menu: This option provides more space to display a broader range of items, often used in casual and upscale dining establishments.
• Booklet Menu: A multi-page format perfect for large and diverse menus, like in hotel restaurants or fine-dining establishments. It allows for extensive listings of appetizers, main courses, desserts, and beverages.
• Table Talker Menu: Small, stand-alone menus placed on tables, often used for limited-time offers, drink specials, or dessert menus.

2. Menu Design That Drives Sales

The design of your menu is crucial in guiding customers to make decisions that benefit your business. Here are some key design elements to consider:

Sections

Organize your menu into clear, well-defined sections (appetizers, mains, desserts, drinks) to make it easy for customers to navigate. Use headings and subheadings that guide the reader’s eye.

Spacing

Leave enough space between menu items to avoid clutter. Clear separation between sections and items helps customers make quick decisions without feeling overwhelmed.

Pictures

While not every menu needs pictures, including high-quality images of signature dishes or seasonal specials can entice customers to try those items. Ensure the images reflect the quality of your food.

Fonts

Choose fonts that are easy to read. Opt for a maximum of two fonts—one for headings and another for the descriptions—to maintain a clean, professional look.

Colors

Colors should align with your restaurant’s or hotel’s brand identity and atmosphere. For example, a fine-dining restaurant might opt for elegant, muted tones, while a cafe could go for a brighter, more vibrant palette.

Borders

Borders help define sections of the menu, providing structure and focus. Subtle borders or lines between menu sections can enhance the design without making it feel too busy.

3. How Menu Layout Drives Sales

To maximize sales, think about how the layout influences customer choices. Research shows that people often look at the top right and center of the menu first—this is prime real estate for your high-margin items. Use techniques like:

• Highlighting Special Items: Place your most profitable dishes in prominent positions on the menu, such as the top right corner or center.
• Descriptive Language: Don’t just list ingredients—describe the taste, texture, and appeal of each dish to make them sound irresistible. For example: “Grilled Salmon with a Honey-Lemon Glaze, served with fresh seasonal vegetables.”

4. Menu Printing Considerations

Once you’ve designed your menu, it’s time to consider the materials and printing finishes to ensure it looks professional and lasts long.

Paper Type: 350gsm Artcard

For a sturdy, premium feel, 350gsm artcard is an excellent choice for printing your menu. It’s thick, durable, and perfect for folding or booklet-style menus that will stand up to frequent handling.

Types of Paper Finishes

Choosing the right finish can affect the menu’s look and feel, as well as its durability:

• Glossy Lamination: Adds a shiny, smooth finish that makes colors pop and protects the menu from spills and stains. Ideal for high-end restaurants or menus that need a polished, modern appearance.
• Matte Lamination: Provides a soft, non-reflective finish that gives the menu a more understated, elegant look. It’s perfect for upscale or boutique restaurants where a sophisticated, clean design is desired.

5. Psychological Pricing Techniques

Pricing plays a big role in menu design. Here are some pricing strategies that can help increase sales:

• Use Rounded Numbers: Instead of pricing items with “.99” (e.g., $12.99), round up to whole numbers like $13. This makes the items seem more premium.
• Price Anchoring: Place your highest-priced items at the top or bottom of your menu. This makes your other items appear more reasonably priced by comparison.

6. Highlight Seasonal and Limited-Time Items

Incorporating seasonal or limited-time offerings into your menu not only adds variety but also creates urgency. Customers are more likely to try a dish if they know it won’t be available forever.

• Seasonal Ingredients: Use fresh, local ingredients that align with the season. This creates a unique menu offering that is both appealing and timely.
• Exclusive Specials: Feature limited-time specials in their own section, encouraging customers to try something new before it’s gone.