Even the best food can’t overcome a poorly engineered menu. Many restaurateurs treat their menu as a static list rather than a dynamic sales tool, leading to stagnant profits.
Common pitfalls include cluttered layouts that overwhelm guests and lack of “eye-anchors” to highlight high-margin dishes.
Other “fails” include listing prices in a straight column (encouraging guests to shop for the cheapest item) and using currency signs that trigger “spender’s remorse.”
When your menu lacks a clear hierarchy or uses generic descriptions, you lose the ability to influence the guest’s journey.
A failing menu is often a design problem, not a kitchen problem. By identifying these engineering gaps, you can turn a list of food into a profit-generating engine.
