Menu design is crucial in increasing the total revenue of restaurants.
It acts as a platform to boost the popularity of high profit items in order to
raise more profits. Known as menu engineering, the strategic construction and
design of different types of menus can actually help initiate menu psychology
so as to draw customers’ attention to the more profit-making offerings and
encouraging increased consumption and spending.
Menu Analysis
When setting the price and before printing it on the menu, it is important to analyze the contribution margin and unit cost
of the items offered so to maximize the difference between cost and revenue and increase a
restaurant’s profitability.
Menu Psychology
Menu design is important as it affects customer’s perception and
image of the restaurant. When customers look at a menu, they will deliberately
relate their first emotional response of the menu to their overall perception
of the restaurant.
Menu Design
An attractive menu design with interesting graphics and
multi-languages can help appeal customers visually. In fact, scientific research
shows that the human eye is more attracted to images than words. Hence, when a
menu incorporates photos of the items, customers will tend to order those that
are showcased. Taking advantage of this, restaurants can display photos of the
more profit-making items on the menu so to increase the probability of those
items being ordered.
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| Attractive menu design with graphics |
In fact, the type of menu that a restaurant chooses to present
their offerings also impacts the potential revenue raised from customers. For
example, a restaurant can generate more revenue from displaying their offerings
in the form of A la carte menus as items are individually priced. If customers
would like to get a drink, they would have to pay more to satisfy their desire,
instead of getting a set meal with drinks included. Another example would be in
the form of Table d’hôte menus. By allowing
customers to select on or more items for each course at a fixed price, this
traps the customers in paying a minimum charge for any food offerings in the
restaurant, hence generating a minimum and fixed revenue every time guest comes
in.
After researching on the menu design and menu psychology, I now have a much better idea of how to design the layout of a menu, which will be directly related to a restaurant's image as well as potential revenue. I also enjoyed myself when I was able to apply what I have learnt into re-engineering the menu for Coffee Green Tea.
After researching on the menu design and menu psychology, I now have a much better idea of how to design the layout of a menu, which will be directly related to a restaurant's image as well as potential revenue. I also enjoyed myself when I was able to apply what I have learnt into re-engineering the menu for Coffee Green Tea.
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