7 Tips to Build an Effective Restaurant Menu

1. Design for Scannability (You Have 109 Seconds)

Customers spend an average of 109 seconds looking at a menu. That’s less than two minutes to capture their attention, guide their choices, and leave a lasting impression. To make the most of this short window, your menu needs to be easy to scan and visually appealing.

Humans are visual creatures, a cluttered or confusing menu can overwhelm customers, leading to decision fatigue and dissatisfaction. On the other hand, a well-organized menu helps customers quickly find what they’re looking for, making the dining experience more enjoyable.

Actionable Tips:

• Use Clear Headings and Sections: Divide your menu into logical categories like appetizers, mains, desserts, and drinks. Clear headings help customers navigate the menu effortlessly.
• Prioritize Readability: Choose fonts that are easy to read, even in low light. Avoid overly decorative fonts that can strain the eyes. And look at color contrast and font sizing.
• Guide the Eye Naturally: People typically scan menus in an F or Z pattern (left to right, top to bottom). Place high-margin or signature dishes in prime real estate, such as the top-right corner or center of the page.
• Leverage White Space: Avoid clutter by using white space effectively. A clean, uncluttered design makes the menu more inviting and easier to read.

By designing for scannability, you ensure that customers can quickly find what they want, reducing frustration and increasing satisfaction.

2. Use Photos Strategically

A picture is worth a thousand words and in the restaurant industry it can be worth thousands of dollars in sales. Studies show that menus with photos can increase sales of featured items by up to 30%. However, the key is to use photos sparingly and strategically.

Photos trigger cravings by helping customers visualize the dish. When they see an image, their brain starts imagining the taste and texture, making them more likely to order it. However, too many photos can overwhelm customers and make the menu look cheap or cluttered. 

Actionable Tips:

• Highlight High-Profit or Signature Dishes: Use high-quality images to showcase your most profitable or unique dishes. This draws attention to items you want to push.
• Invest in Professional Photography: Poor-quality photos can do more harm than good. If you’re going to use images, make sure they’re appetizing and professionally shot. If you’re not confident in your photography skills, consider hiring a professional. At ZBS, we offer marketing services that include high-quality food photography tailored to your brand.
• Use Photos Sparingly: Limit the number of photos to avoid overwhelming customers. A few well-placed images can have a bigger impact than a menu filled with pictures.
• Optimize for Digital Menus: On digital platforms, ensure photos are high-resolution and load quickly. Customers browsing online should be able to zoom in and see the details.

By using photos strategically, you can entice customers to order specific dishes while maintaining a clean and professional menu design.

Remember: Quality over quantity.

3. Master Pricing

How you display prices on your menu can significantly impact customer spending. Research from Cornell University found that diners spent significantly more when menus omitted dollar signs ($) and avoided listing prices in a single column.

Pricing psychology plays a crucial role in how customers perceive value. When prices are displayed prominently or in a way that invites comparison, customers may focus more on cost than on the dining experience. Subtle pricing formats, on the other hand, keep the focus on the food.

Actionable Tips:

• Remove Dollar Signs: Listing prices as “12” instead of “$12” can make them feel less transactional and more inviting.
• Avoid Price Columns: Listing all prices in a single column encourages customers to compare costs, which can lead to cheaper choices. Instead, integrate prices into the dish descriptions.
• Use Descriptive Language: Pair prices with enticing descriptions to highlight the value of the dish. For example, “Creamy Lobster Pasta – 24” feels more appealing than just “Lobster Pasta – $24.”
• Highlight Value, Not Cost: Use phrases like “chef’s special” or “customer favorite” to draw attention to high-margin items without focusing on the price.

By mastering pricing psychology, you can subtly guide customers toward higher-value choices while enhancing their overall dining experience.

If you’re struggling on how to price your menu effectively, check out our blog: Price Your Menu using these Easy Tips to always Maintain Profits

4. Write Mouthwatering Descriptions

The words you use to describe your dishes can have a powerful impact on customer decisions. According to a Cornell University study, descriptive menu labels can increase sales of an item by 27% and leave customers feeling more satisfied with their meal.

Descriptive language evokes emotions and cravings, helping customers imagine the taste and texture of a dish. Words like “savory,” “crispy,” or “homemade” create a sensory experience that makes the food more appealing.

Actionable Tips:



• Use Sensory Words: Incorporate words that appeal to the senses, such as “smoky,” “buttery,” or “zesty.” These descriptions make the dish feel more real and enticing.
• Tell a Story: Use descriptions to convey the story behind the dish. For example, “Our signature lasagna, made with a family recipe passed down for generations” adds a personal touch.
• Keep It Concise: While descriptive language is important, avoid overly long descriptions. Keep it short and impactful.
• Match Your Brand Voice: Ensure your descriptions align with your restaurant’s personality. A fine-dining establishment might use elegant language, while a casual diner could adopt a more playful tone.

By crafting mouthwatering descriptions, you can make your dishes irresistible and leave customers eager to try them.

5. Curate Choices and Optimize Layout

You’ve likely heard the phrase ‘less is more'. When it comes to your menu, this phrase couldn’t be more relevant. While variety is important, too many options can overwhelm customers. Rooted in the psychological concept of the “paradox of choice,” where an abundance of options can lead to anxiety, decision fatigue, and even dissatisfaction.

Decision fatigue is real. When customers are presented with too many options, they may struggle to choose and end up feeling less satisfied with their selection. A well-curated menu simplifies the decision-making process and enhances the dining experience.

Actionable Tips:

• Limit the Number of Items: Focus on your best-selling and most profitable dishes. A shorter menu also makes it easier to maintain quality and consistency.
• Group Similar Items: Organize dishes into logical categories, such as “Vegetarian Options” or “Chef’s Specials,” to help customers find what they’re looking for.
• Highlight Recommendations: Use icons or labels like “best seller” or “staff favorite” to guide customers toward popular choices.
• Test and Iterate: Regularly review sales data and customer feedback to identify which items are performing well and which ones can be removed or replaced.

By curating choices and optimizing your menu layout, you can simplify the decision-making process and leave customers feeling confident and satisfied.

6. Stay True to Your Brand

Your menu is a reflection of your restaurant’s identity. From the design to the language, everything should align with your brand’s personality and values.

Consistency builds trust and loyalty. When your menu reflects your brand’s identity, it creates a cohesive experience that resonates with customers and keeps them coming back.

Actionable Tips:



• Match Design to Brand: If your restaurant has a rustic vibe, use earthy tones and natural textures in your menu design. A modern bistro might opt for sleek, minimalist layouts.
• Use Consistent Language: Ensure your menu descriptions and tone align with your brand voice. A family-friendly diner might use playful language, while a fine-dining restaurant should adopt a more formal tone.
• Incorporate Brand Elements: Use your logo, colors, and other brand elements throughout the menu to reinforce your identity.

By staying true to your brand, you create a memorable and authentic experience that sets your restaurant apart.

7. Optimize Your Online Menu on Your Website and Ordering System

You can’t forget about digital menus. We’re living in a digital era, where smartphones are everywhere, and online ordering is the norm. Your online menu is just as important as your printed one—if not more.

Many diners browse menus online before deciding where to eat, and your online ordering system plays a huge role in their experience. A well-designed digital menu doesn’t just attract customers; it makes it easy for them to explore your offerings and place orders without a second thought.

A well-optimized online menu makes it easy for customers to explore your offerings, whether they’re browsing from their phone or placing an order for delivery. It also ensures accessibility for all customers, including those using screen readers.

Actionable Tips:

• Upload a PDF for Design Consistency: Include a downloadable PDF of your menu on your website to showcase its beautiful design.
• Use HTML Text for Accessibility: Write out your menu directly on the webpage in HTML text to ensure it’s accessible to screen readers and mobile users. In addition add ALT text descriptions to your images.
• Personalize Your Online Ordering Menu: Customize your online ordering system to match your brand. Use high-quality images and detailed descriptions to help customers visualize their meal.
• Provide Clear Descriptions and Photos: Since online customers can’t ask your staff questions, include as much information as possible through photos and descriptions.

By optimizing your online menu, you create a seamless experience that attracts and retains customers, whether they’re dining in or ordering from home.