FOOD & BEVERAGE_>>
Sandwich” and “Crispy Pacific Cod with Lemon Aioli” isn’t culinary, but the sec- ond version helps the guest justify a higher price without feeling upsold. A smart footer on the restaurant menu—”locals swear by the stew”—is a reassuring cue to guests who want to feel in on the secret or share in the choice everyone else already trusts. It’s a sug- gestion that focuses on belonging rather than salesmanship. Scarcity plays a similar strategy. Phrases like “Plate of the week” or “Today only” create urgency without pressure. Sequence matters, too. Start sections with comfort dishes, build through variety, and end with something aspira- tional. That rhythm builds confidence and curiosity at the same time. Where an item sits, how it is framed, and how much space it is given also influences what gets ordered. A base lodge café moved its house- made cinnamon bun to a created top banner of the sandwich board with a
small callout reading “baked fresh daily,” which led to an early sell out almost every weekend. No promotion, no price drop, just smart positioning. Menus that understand this science turn words and design into P&L strategies.
THE MENU’S HIDDEN CHOREOGRAPHY
Most guests do not read menus. They scan them. The job of design is to align with people’s natural behavior. Their eyes move in patterns, searching for comfort or curiosity. They tend to start at the top left, drift right, and settle near the middle. That is why smart operators save those zones for items that matter most—signatures, high-margin dishes, or crowd-pleasers that set the tone or reinforce the brand. At a fast-casual restaurant, one small menu adjustment rewired consumer decision making. By moving the signa- ture sandwich to the upper right corner of the menu and shading and outlining it just enough to catch the eye, the item became a new cult classic within weeks. Guests didn’t know why they noticed it first, only that it felt like the obvious pick. When layout matches how the brain searches for information, the guest
MENU TWEAKS MATTER
Default Version
Designed Version
Grilled Cheese
Mountain Melt
Fish Sandwich
Crispy Pacific Cod with Lemon Aioli Silverstone Ranch 80/20 with Baconaise
Burger
By the Glass
Iconic Reds
Gin Fizz
Monashee Fizz with High Country Honey
Small wording changes to menu items can elevate perceived value. These examples show how thoughtful language and strategic phrasing can turn basic items into intentional offerings.
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