Designing for Conversion: How Your Menu Structure Affects the Check

Did you know that the pattern in which people read a menu is predictable? In the paper world, it's known as the "Golden Triangle". In digital, rules change, but psychology remains.

The Reading Pattern

On mobile screens, reading is vertical and fast.

• F-Pattern: Users scan titles and the first words of descriptions.
• Scroll: People don't mind scrolling, but you must keep their interest.

Strategies to Increase Average Ticket

1. Verification Anchor (Anchoring)

Place a very expensive dish at the beginning of a category.

• Reason: It makes everything that follows seem cheaper in comparison.
• Example: A €40 seafood platter first. Then, the €22 fish looks like a bargain.

2. The Power of "Decoy"

If you want to sell the Wine B (€25), create a Wine A (€18) and a Wine C (€35). Most people avoid extremes and choose the middle option.

3. Eliminate Currency Symbols

Psychological studies show that removing the "€" or "$" symbol reduces the "pain of paying".

• Bad: 15.00€
• Better: 15
• Subtle: Just the number next to the name.

4. Highlight High Margin Dishes

In a digital menu, use visual badges like "Top Seller", "Chef's Choice", or "Spicy".

• These badges draw the eye and can increase sales of a specific item by 20%.

Grouping and Categorization

Don't list 20 starters in a row. It causes "choice paralysis".

• Sub-divide: "Cold Starters", "Hot Starters", "To Share".
• Ideal Number: 5-7 items per category is the sweet spot.

Conclusion

Your menu is not just a list of prices. It is a sales tool. Design it with intention. Use neuromarketing to guide your customer towards the dishes that make them happiest and leave you the best margin.