Your menu can be a powerful sales tool, or a hit-and-miss catalogue of the food and drinks you sell. By taking a careful, even scientific approach to layout, contents and design, it’s possible to increase sales of your most profitable items, and influence people to order more than they originally planned.
In this podcast, Ken Burgin talks with behavioural specialist and consumer expert Bri Williams about the many elements that can be brought together for effective menu design. It starts with an understanding of the basic ‘irrationality’ of customers, and builds with the form, menu choices and descriptions used, plus pricing, highlights, typeface, paper and colours. It’s a fascinating subject, and one that can give foodservice operators some quick wins if you take care with design and layout.