How do I design a menu for my restaurant? Here's the answer! Secret psychological tricks taught by world's most famous menu engineer with over 30 years of experience, Gregg Rapp. All restaurant owners & restaurant managers can use this to enhance their menu and use it to increase average sales. Increase restaurant sales with menu design tricks. Menu engineering tricks.

1. PSYCHOLOGICAL
TRICKS TO
DESIGN A
PROFITABLE
MENU
by Pratham Junius

2. Using psychology to design
your menu will have a huge
impact on your sales. Here
are some tips from world-
renowned menu engineer,
Gregg Rapp for your place!

3. 1) READING PATTERNS
L e a r n t h e r e a d i n g
p a t t e r n s o f y o u r
c u s t o m e r s a n d p l a c e
h i g h - p r o f i t i t e m s
w h e r e t h e y p l a c e
t h e i r e y e s f i r s t .
example

4. Area of most attention
is top of page
Area of most attention
is top-right side panel
One-Panel Menu Two-Panel Menu
next point

5. A d d s p e c i a l c a l l - o u t s
s u c h a s a g r a p h i c ,
s h a d e d s h a p e , b o r d e r
e t c a r o u n d h i g h -
p r o f i t i t e m s t o b r i n g
m o r e a t t e n t i o n t o i t
a n d g i v e i t a s e n s e o f
s p e c i a l t y .
2) ADD EYE-MAGNETS
example

6. Bright box
differentaiting
this item from
the rest of the
menu
next point

7. A d d i n g a
d e s c r i p t i v e t i t l e
l i k e ' h o m e m a d e ' ,
s u c c u l e n t , s a t i n
e t c c a n i n c r e a s e
s a l e s b y 3 0 % .
3) DESCRIPTIONS
example

8. Increased sales
by 30% as
compared to the
one below
Succulent Italian
Seafood Filet
VS
Seafood
Filet
next point

9. 4) PRICE TRICK
A l w a y s m a k e t h e f i r s t
i t e m u n d e r m a i n c o u r s e
v e r y e x p e n s i v e a n d
m a k e t h e r e s t o f t h e m
n o r m a l r a t e s . T h e h i g h
c o s t o f t h e f i r s t o n e
w i l l m a k e t h e r e s t l o o k
a f f o r d a b l e e v e n t h o u g h
i t ' s n o r m a l p r i c i n g . next point

10. 5) SCREW THE DOTS
D o n ' t p l a c e d o t s l e a d i n g
f r o m t h e i t e m n a m e t o
t h e p r i c e . U s e a
d e s c p r i t i o n i n s t e a d .
P e o p l e n e e d t o d e c i d e t o
h a v e i t b e f o r e l o o k i n g a t
t h e c o s t . D o n ' t l e a d t h e m
t o t h e c o s t , c o n v i n c e
t h e m t o b u y . next point

11. 6) NO CURRENCY SIGNS
R e m o v e t h e c u r r e n c y
s i g n a n d o n l y a d d
t h e p r i c e n u m b e r .
P s y c h o l o g i c a l l y i t
s o f t e n s t h e i m p a c t o f
p a y i n g t h a t m u c h .
next point

12. U s i n g i l l u s t r a t i o n s
i n s t e a d o f p i c t u r e s
g i v e s a m o r e h i g h - e n d
l o o k . I f y o u ' r e u s i n g
p i c t u r e s y o u n e e d
p l a c e i t w e l l b u t w i t h
i l l u s t r a t i o n s y o u w i l l
m o s t l y g e t i t r i g h t .
7) PREFER ILLUSTRATIONS
next point

13. next point

14. 8) RED & BLUE
R e d & b l u e c o l o r s
t r i g g e r a p p e t i t e .
I f y o u c a n ' t u s e
b o t h , u s e a c c e n t s
o f a t l e a s t o n e .

15. I've tried my hardest to steer
clear of general advice/content
you get online and only state
unique ideas that I have seen
bad restaurants ignore or has
worked exceptionally well for
my clients.
I genuinely hope this helps.

16. ALL THE BEST
WITH YOUR
RESTAURANT!

17. I'M MAKING BRAND
STRATEGY, MARKETING
AND SALES CONTENT
FOR RESTAURANT
OWNERS.
Drop me a comment with the problems you face and
I'll make content that'll help your restaurant!