Menu Engineering

This is one investment you do not want to miss. Great design which drives sales. It isn’t based on guesswork, but rather research and science. A well engineered menu will pay for itself many times over.

It's like money in the bank

Let’s be honest – it is a daunting task. It’s one of those things you know you’ve got to do, but you just keep putting it on the back burner for another day. Fortunately, it’s not as hard as it sounds and the reward for completing such a task is huge. Without a properly engineered menu, you’re letting profits slide right through your fingertips. 


Determine your top money-makers

You’ve got to crunch some numbers – just analyze your Top Ten items! Identify your top sellers in terms of cash. After all, it is cash you put in the bank.

You may need to say goodbye

All items that do not represent a minimum of 3% of total sales per category need to go – unless strong seasonal ties make it logical to keep them on the menu during that period.

Page positioning

Customers will only spend an average of 109 seconds (at most) reading a menu. The reader’s eye follows a predictable, critical path as it scans the page. Therefore, a primary goal is placing the highest gross profit sections in the number one position on the menu.

Category positioning

The first and last positions in a category list are the prime real estate. The reader is most likely to make a mental note of the items in these two positions.

Use of icons or pop boxes can draw the eye away from the natural flow. Items buried in the center of a category tend to be overlooked. Place your lower profit or labor intensive items here.

diagram showing where the eyes takes priority on a menu

Ready for your menu tune-up?

Contact Menu Marketing Studio for your menu tune-up today, and watch the profits start rolling in!

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