Menu psychology uses findings from behavioural research and price psychology to build a menu's design, copy and price presentation so that guests order more readily and at higher value. The menu is your strongest salesperson: it talks to every guest, always at the same quality. While menu engineering decides WHAT belongs on the menu, psychology decides HOW it works there.
Tick six points — score and the biggest lever appear instantly.
| Principle | How it works |
|---|---|
| Defuse the price | "18.5" instead of "€18.50": currency symbols and dotted leaders draw the eye to cost — without them, guests order by appetite. |
| Set anchors | One deliberately premium dish makes its neighbours look reasonable: next to the €42 steak, the €28 filet feels sensible. |
| Use eye flow | Attention gathers at entry points and highlights — that's where the dishes with the best contribution margin belong, not the cheapest. |
| Describe, don't just name | Origin, preparation, sensory cues ("braised in red wine", "from Müller farm") measurably raise order rates and willingness to pay. |
| Limit choice | Too many options create decision stress — guests then pick the most familiar (often the cheapest). Rule of thumb: ~7 per category. |
| First and last position | Primacy/recency effect: the start and end of each category are remembered best — your stars belong there. |
It is sales design — like shop windows and store layout. The line: honest products, honest descriptions, fair prices. Guiding guests to dishes they'll love helps both sides.
Especially there — the more guests, the stronger every check euro scales. A snack bar with clear eye flow and one good anchor sells measurably differently from a wall of text.
Content-wise with the seasons, structurally once or twice a year based on POS data. Price rounds belong in it — small regular adjustments feel gentler than the big jump every three years.