The fact is, a well-crafted menu goes way beyond listing dishes and prices – it has the power to create positive brand affinity and the persuasive ability to maximise sales and bring in the pounds. Something of a ‘win win’, I’m sure you’ll agree.
But getting it right takes some skill and designing the perfect menu is an intricate balance of art and psychology. The success determined not just by how it makes customers act when they interact with it, but also how it makes them feel.
So easy to get wrong, but so effective when you know how, there are plenty of strategic and design techniques that create that success. And after decades of designing menus for every type of establishment and for every type of customer, we’ve picked up a few tricks in our time.
Yes, this means we find ourselves endlessly flicking through menus and analysing every little detail to decode the formulas and identify the perfect ingredients that make a great menu. But that’s part of the job we love doing. And we wouldn’t change it.