Crafted correctly your menu is a silent salesperson, nudging diners toward higher-margin choices without them even realizing. The good news? Small, intentional tweaks in how you present, price and describe your menu items are enough to deliver serious impact. Here are seven tried-and-tested tactics to make your menu work harder for you:
1. Identify and elevate your high-margin stars
To begin with you need clarity on performance. Every dish should be mapped on a simple matrix: popularity vs. profitability. Once plotted, you’ll find four categories:
• Shining stars (high sales, high profit) – these are your menu MVPs. Reposition them at the top of printed and QR menus.
• Hidden gems (low sales, high profit) – give these a little spotlight, like running a limited-time social campaign.
• Volume drivers (high sales, low profit) – think of your cheeseburger with a slim margin. A nudge, like ‘add Wagyu bacon and raclette,’ can lift average spend.
• Quiet losers (low sales, low profit) – be businesslike and eliminate or reinvent them.
2. Use price psychology to your advantage
Pricing is perception. Subtle shifts in how prices are presented can influence guest behavior.
• Charm pricing – for example, AED 39.95 feels more approachable than AED 40.
• Anchoring – place your 300g Wagyu ribeye next to a cheaper 200g grass-fed striploin and the striploin immediately feels like a value deal.
• Decoy pricing – add an AED 75 cocktail to make your AED 30 option look like a smart choice.
3. Engineer where the eye lands
Guests mostly just scan menus. Understanding the visual flow of your layout is key.
• Golden triangle – most eyes land on the top left, then top right and finally the center. Place high-margin dishes in these ‘hot zones.’
• Highlighting – put a subtle box or tasteful icon around a signature dish.
• Curated sections – streamline choices to avoid decision fatigue.
• Typography that works – use slightly larger or bolder fonts to make hero items pop.
4. Make descriptions mouthwatering
The right words can elevate a dish, evoke emotion and justify price.
• Sensory language – instead of Pumpkin Soup, go with Silky Butternut Squash Velouté with Spiced Pumpkin Seeds.
• Ingredient provenance – Charcoal-Grilled Australian Angus Ribeye sounds premium because it is.
• Mini-stories – guests love a dish-related narrative. Entertain them and remember, authenticity resonates.
5. Leverage portioning and pairing for upsells
This is where check averages soar without guests feeling like they’re spending more.
• Tiered sizes – offer both 180g and 300g steaks. The larger portion, priced attractively, draws guests upward.
• Suggested pairings – add ‘Perfect with a glass of Chilean Carménère’ under your lamb dish.
• Side upgrades – For example, put Truffle Parmesan Fries +AED 12 under burgers and ensure staff are trained to recommend.
6. Tap into scarcity and urgency
Creating a sense of ‘limited availability’ drives desire and action.
• Seasonal specials – run a Summer Garden Salad through July. Guests respond to freshness and time limits.
• Daily quantities – cap premium dishes to create a buzz.
• Midweek hooks – think Wagyu Wednesdays or Taco Tuesdays.
7. Let data guide the way
Finally, take the guesswork out of it. Let data refine your menu.
• POS alerts – configure your system to notify you when a dish consistently underperforms. Fix it or swap it.
• Feedback loops – use QR codes for micro surveys.
• Dynamic menus – especially useful for digital or tablet menus. On a slow Sunday night, promote Chef’s Surprise in place of your slowest starter.
The bottom Line
A well-designed menu does more than showcase your kitchen’s creativity, it silently boosts your bottom line daily. By applying these tactics, you’ll create a guest experience that’s both emotionally resonant and commercially sharp.
Duncan Fraser-Smith,
founder of The Craft Hospitality Group
Author of “Create to Plate”
@duncanfs
@crafthospitality.group
duncanfrasersmith.com
crafthospitality.group
