The Psychology of Menu Design: How to Influence Customer Choices

Menu design is far more than just listing dishes and prices—it's a strategic tool that, when used correctly, can influence what customers order, increase average spend, and create a more enjoyable dining experience. In 2025, with rising competition in the Australian foodservice scene, mastering the psychology of menu design could be the hidden ingredient your business needs to boost sales and stand out.

Let’s explore the science behind great menus—and how you can use proven psychological principles to guide diners’ decisions.

🧠 1. Menu Layout & Eye-Scanning Patterns

Customers don’t read menus from top to bottom—they scan. Studies show diners tend to look at the top right corner first, which makes it prime real estate for high-margin or signature items.

✅ Tip:

  • Place your most profitable dishes in the “Golden Triangle” (top right, top left, and center).

  • Avoid overcrowding—group items into clear sections with distinct headings like “From the Grill” or “Plant-Based Picks.”

💬 2. Descriptive Language Sells More

The more vivid your descriptions, the more appealing a dish becomes. When words trigger the senses or tell a story, diners feel more connected—and more likely to order.

✅ Tip:

  • Use adjectives like “slow-roasted,” “handcrafted,” “zesty,” or “locally sourced.”

  • Tell mini-stories: Instead of “Pumpkin Soup,” try “Grandma’s Spiced Roasted Pumpkin Soup – a family favourite made with locally grown butternut pumpkin.”

💰 3. The Power of Price Placement & Formatting

Subtle tweaks in how you present pricing can influence perceived value and reduce sticker shock.

✅ Tip:

  • Remove dollar signs ($) – studies show this reduces the focus on cost.

  • Avoid price columns—they encourage scanning for the cheapest option.

  • Tuck prices at the end of the dish description in the same font and size.

Example:
Grass-Fed Ribeye Steak – Chargrilled to perfection and served with garlic butter potatoes and broccolini  38

🌟 4. Highlighting High-Profit Items

Draw attention to the dishes you want to sell more of with visual hierarchy and subtle design cues.

✅ Tip:

  • Use boxes, borders, icons or chef’s picks labels to highlight featured items.

  • Consider a "House Favourite" or “Locally Loved” badge for popular dishes.

👥 5. Leverage Social Proof & Popularity

People feel safer choosing what others love. When you label items as popular or most-ordered, it reassures guests they’re making a good choice.

✅ Tip:

  • Add "Most Popular," "Customer Favourite," or "Staff Pick" to top-selling dishes.

  • On digital menus, use real-time tags like “Ordered 15 times today.”

📏 6. Keep Choices Manageable

Too many options can overwhelm diners. Known as the “Paradox of Choice,” excessive variety leads to decision fatigue and fewer overall purchases.

✅ Tip:

  • Limit each category (e.g., entrées, mains, desserts) to 6–8 thoughtfully curated options.

  • Use “chef’s tasting menus” or set options to streamline decision-making.

🎯 7. Use Anchoring to Influence Spend

The first price customers see creates a reference point. This can “anchor” their perception of value for the rest of the menu.

✅ Tip:

  • Start each section with a higher-priced, premium item to make other options appear more reasonably priced.

  • Add a “decoy” dish that’s slightly more expensive to nudge customers toward a mid-range (and more profitable) choice.

📲 8. Optimise for Digital Menus

As QR-code and app-based menus continue to rise in 2025, your digital design matters just as much as your physical layout.

✅ Tip:

  • Use professional photography to enhance appeal.

  • Keep scrolling minimal—group related items and allow for easy navigation.

  • Include customisation options and real-time specials to keep it interactive.

Final Thought: Your Menu Is Your Silent Salesperson

Great menu design is part psychology, part art, and all strategy. It should reflect your brand, guide customer decisions, and drive profitability—without feeling like a sales pitch.

By using proven psychological principles and smart layout choices, you can create a menu that works harder for you, turning browsers into buyers and dishes into bestsellers.

Disclaimer

This blog provides general information based on known menu design principles and consumer psychology research. Individual results may vary depending on business type, target audience, and operational factors. We recommend testing and adapting strategies to suit your specific environment and seeking professional design advice where necessary.

Kristy O'Brien