Where Customers Look First
Research from hospitality studies suggests that on a single-page menu, customers tend to look at the center first, then the top right. On a two-page menu, they tend to start at the top of the right page. While individual results vary, these are generally strong positions — put your highest-margin items there. The dish you want people to order most should be the easiest to find.
Descriptions That Sell
"Grilled chicken" sounds like a commodity. "Fire-grilled herb chicken with roasted garlic and fresh lemon" sounds like something worth paying for. You do not need to exaggerate — describe what makes the dish special using specific words: "slow-smoked," "hand-pulled," "locally sourced." Specific adjectives paint a picture that generic words cannot.
Design Tips That Increase Average Order Value
- Consider removing dollar signs. Research suggests "12" may perform better than "$12.00" — the dollar sign can act as a visual cue that reminds people they are spending money.
- Do not list prices in a column. When prices are in a straight vertical column, people scan downward looking for the cheapest option. Instead, place each price at the end of its item description in the same font size.
- Use highlight boxes sparingly. Put a box, border, or background color on 1-2 items you want to sell most. Boxing every item defeats the purpose.
- Create curated sections. "Chef's Favorites" or "Most Popular" sections draw attention and give customers permission to choose without overthinking.
Keep Print and Digital Menus in Sync
If your printed menu says one thing and your online menu says another, customers get confused and lose trust. Whenever you update prices, add items, or remove dishes, update both your print and digital menus at the same time. A QR code on your print menu that links to your always-current digital menu bridges the gap.