The psychology of the restaurant menu - Boston News, Weather, Sports | FOX 25 | MyFoxBoston

The psychology of the restaurant menu

Posted: Updated:
NEW YORK (MYFOXNY) -

It might not be quite as complicated as Einstein's Theory of Relativity, but the intricacies of menu design date back more than 40 years. Books were even published on the science of selling succulent entrees.

"The menu is the most important thing, the menu is the foundation, the menu is also essentially your price list," said Drew Nieporent, owner Myriad Restaurant Group. His restaurants include Tribeca Grill and Nobu.

"You have to be smart enough to keep your menu design to 10 apps and 10 entrees, which you can control the quality of," he added.

While still controlling just about every other aspect of the menu, three types generally exist: Tribeca Grill's single-page format; the two-page, single fold; and, of course, the three-panel, two-fold variety.

No matter what it is, it needs to be read fast. A Gallup poll reported customers spend an average of just 109 seconds reading a menu.

"Based on psychology they will put most expensive dish to the right side, but then right below that they'll have the dish considered a decoy that usually has the highest margin of profit," said Elliott Levenglick of 2dineout.com.

Eyes even move a certain way around a menu. You generally first look smack in the middle, and then to the upper right hand corner.

Your gaze can be altered by things called "eye magnets." then there are techniques to draw you in that are not even on the menu

"Now, you've been to a lot of restaurants where you have a menu, but the waiter comes over and goes tonight 'we have this and we have that...' but not saying any prices," Nieporent said. "You get bill those specials considerably more expensive than printed menu."

Equations for success as important to restaurant owners as E=mc2  is to scientists.

  • Your MoneyMore>>

  • OKCupid, Facebook not alone in studying consumers

    OKCupid, Facebook not alone in studying consumers

    Tuesday, July 29 2014 4:51 PM EDT2014-07-29 20:51:44 GMT
    Think you're in control? Think again. This week, OKCupid became the latest company to admit that it has manipulated customer data to see how users of its dating service would react to one another. The New York-based Internet company's revelation follows news earlier this month that Facebook let researchers change news feeds to see how it would affect users' moods.
    Think you're in control? Think again. This week, OKCupid became the latest company to admit that it has manipulated customer data to see how users of its dating service would react to one another. The New York-based Internet company's revelation follows news earlier this month that Facebook let researchers change news feeds to see how it would affect users' moods.
  • New York's microbrew industry growing

    New York's microbrew industry growing

    Monday, July 28 2014 8:39 PM EDT2014-07-29 00:39:52 GMT
    Local and small beer brewing companies have something to toast. The Brewers Association says microbrew sales grew in the first half of this year; up 18 percent over the same period last year. This comes at a time when overall domestic beer consumption is flat.Ethan Long, one of the owners of the Rockaway Brewing Company in Long Island City, started brewing beer two years ago.
    Local and small beer brewing companies have something to toast. The Brewers Association says microbrew sales grew in the first half of this year; up 18 percent over the same period last year. This comes at a time when overall domestic beer consumption is flat.Ethan Long, one of the owners of the Rockaway Brewing Company in Long Island City, started brewing beer two years ago.
  • Maryland casino to interview workers from closing Atlantic City casinos

    Md. casino eyes workers from closing Atlantic City casinos

    Friday, July 25 2014 4:32 PM EDT2014-07-25 20:32:23 GMT
    AP photoAP photo
    A Maryland casino is looking to hire some of the soon-to-be-jobless Atlantic City casino workers. Maryland Live! is holding job fairs next week at the Sheraton hotel across from the Atlantic City Convention Center. The Hanover, Maryland casino held a similar recruitment effort in January when The Atlantic Club shut down.
    A Maryland casino is looking to hire some of the soon-to-be-jobless Atlantic City casino workers. Maryland Live! is holding job fairs next week at the Sheraton hotel across from the Atlantic City Convention Center. The Hanover, Maryland casino held a similar recruitment effort in January when The Atlantic Club shut down.
Powered by WorldNow

25 FOX Drive
Dedham, MA 02026

Phone (781) 467-2525

Didn't find what you were looking for?
All content © Copyright 2000 - 2014 Fox Television Stations, Inc. and Worldnow. All Rights Reserved.
Privacy Policy | Terms of Service | Ad Choices