Importance, Restaurant, salesperson

“Silent Salesperson”

A well-designed menu can be a great communication, cost controlling marketing tool. In fact, menus are often called the “silent salesperson”. When the restaurant staff sits down to design a menu, they must make sure to keep their ideal customer in mind while also focusing on cost efficiency to create profit. With the right design, the menu can directly advertise what a restaurant wants to sell by making certain items stand out to customers and increasing sales revenue. Good menu design can, and will, manipulate customers into ordering certain items without them even knowing it, thus positively impacting the restaurant’s bottom line. Here are actually a few simple tricks restaurants can do to increase their sales!

  1. They use clear section headings and easy to find dish titles to make menus easier to scan
  2. They analyze your reading patterns. Diner’s eyes are drawn first toward the upper right-hand corner of a menu. This ‘sweet spot’ is where they will place an item that they want to sell most.
  3. They emphasize certain items with ‘eye magnets’.
  4. Color is used to influence diner’s feelings and emotions.
  5. They use descriptive language to make items more tantalizing and appealing.
  6. They don’t use dollar signs in order to soften pricing and encourage customers to order based on ingredients, quality or other reasons besides cost.
  7. They don’t place prices in columns, but rather place them inconspicuously under item descriptions.
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