Menu engineering is a strategic blend of psychology, marketing, and culinary art that helps restaurants create a menu that’s not only visually appealing but also profitable and efficient. At its core, menu engineering is about influencing customer choices while optimizing the restaurant’s operational flow.
A key principle in menu engineering is menu layout design. The prime real estate on any menu is the top-right corner, where customers’ eyes naturally gravitate. Placing high-profit items in this area increases the likelihood of them being chosen. Furthermore, creating clear, distinct categories helps avoid choice paralysis and guides diners towards more profitable selections.
Item placement also plays a role. Restaurants often use “decoy dishes” to make other, more profitable options seem more reasonable by comparison. High-margin dishes are often highlighted using boxes, bold fonts, or appealing descriptions to draw attention. In terms of psychology, using descriptive language for menu items can significantly increase their appeal. For example, terms like “succulent” or “artisan” can create a more
vivid image of the dish and justify higher prices.
From an operational standpoint, a well-engineered menu takes into account the restaurant’s kitchen capacity and workflow. By carefully selecting dishes that share ingredients or require similar preparation methods, restaurants can improve efficiency and reduce waste.
For patio service, certain menu items can significantly enhance the patio dining experience, making it more enjoyable and encouraging guests to spend more. Light, shareable plates like charcuterie boards, fresh salads, and tapas are perfect for outdoor settings, fostering a social atmosphere where guests linger and order more over time. Seasonal and refreshing beverages such as iced cocktails, sparkling waters, or fruit-
infused beverages help guests stay cool and relaxed and can be complemented by a comfortable patio environment. (Especially with a weather protected patio.)
Ultimately, menu engineering is one of many powerful tools that allows restaurants to increase profitability, streamline operations, and enhance the overall dining experience for customers.
