A good menu is one where the most popular dishes are the ones that give the most benefits to the restaurant. For this, restaurateurs place the most profitable dishes in prominent places, under labels like suggestions or specialties. In addition, they play with prices. The dishes that want to be asked for more are placed next to the more expensive dishes of the menu, so that, by comparison, they seem more economical (Ancona, 2002).
In menu psychology, the personality of a specific restaurant focuses on the absolute goals of the company to promote profitability and to attract more customers. To achieve the goals, a menu design must be attractive to catch the eye of the customer. A menu is not necessarily about the price and the dishes; it must psychologically engage a customer for him or her to buy the dish.
There are different psychologies in the menu; the first one is design psychology. It is the golden triangle. For many people, they eyes on the menu starts at the middle section, it then goes to the upper right corner of the menu and finally to the left upper corner of the menu (Hailey, 2014).
These are the areas in which the hotelier should place the dishes with the highest profit margins. They are not the most expensive but the most profitable. It really pays handsomely when you the golden triangle is fully effected in design psychology.
The second type of psychology is the color psychology. The use of color attracts the customers to appropriate sections of the menu. Color green is seen as the greens and vegetables section picked from the garden. Orange on the other hand is fun, light and healthy foods. It stimulates appetites. Yellow makes people happy and captures the attention of the customer same as red thus makes people to spend more money in the restaurant (Avermaete and Massey, 2013). Superlatives are too fantastic to believe.
Although it may seem a lie, there are hundreds of studies that have studied carefully how customers read a menu, which dishes have to be placed sooner or later .What is the proper source and what is the optimal number of meals that should be offered to the diner to spend as much as possible. Evaluation of the Menu A good menu should have variety of food or dishes that are enticing When fixing the price of the dishes of a restaurant, the innkeepers take into account two variables: how much the raw material costs and what elaboration entails each dish. Based on this, it is established a price range, which is usually huge, and varies according to how greedy each entrepreneur is. No matter how much the restorer squeezes his head to put an appropriate price for each meal, and honored as it is, there will be dishes that will be much more profitable than others: those in which the relationship between the price of matter and the time is more balanced. These are the dishes that will be promoted as much as possible.
Choosing which dish to take in a restaurant is, on occasion, a daunting task. Luckily, gigantic letters are becoming less common. For some time now the hoteliers have understood that overwhelming the diner with an infinite number of dishes is not synonymous with luxury and opulence, in that sense, is getting worse and worse (Hailey, 2014).
In fast-food restaurants, customers have only six choices per category (starters, chicken, fish, vegetables, pasta, meat, hamburgers and sandwiches and desserts), while in conventional restaurants seven entrees, seven desserts and ten dishes are enough Main. No more no less For a long time, the restaurateurs have designed their menus following very specific patterns, which seem to be changing. A study from San Francisco State University found that diners read letters from left to right and from top to bottom, as if they were books. For decades restaurateurs thought that the most attractive space on a menu, like a magazine or newspaper, was the one on the top right corner, but according to recent study, , Diners read up and down the entire menu (as shown in the diagram), carefully, and there is no place more appealing than another (Kifer et al., 2002).
In some peoples view, you can not confuse the menu of a restaurant with an advertising brochure, because in a restaurant you have an audience that is motivated to read the information you offer. According to their study, there is no more attractive place in the menu, but less attractive places: the areas with restaurant information and the list of salads, which interest less people.
Another trick that restaurants are beginning to adopt is to place prices in such a way that they are not aligned with each other and make it more difficult to compare the cost of different dishes. In addition, as far as possible, decimals are tended to be eliminated, since a number of only one or two figures seems more affordable.
What name to give to the dishes The food has its own language and choose an attractive name for a dish is decisive. At the present time they are not well seen the bombastic names, that have finished saturating, but the names "surprising" continue working (Hall and Schulz, 2011). Why do not Italian restaurants translate the names of the dishes and the ingredients? Because people who know the Italian gastronomy, with a greater percentage, feel very important explaining to the rest of the diners what is one or the other thing, and who is not familiar will have to ask the waiter that, if it is good.
Summary of the Findings
Menus generally should be catchy and bright to attract the customer. When fixing the price of the dishes of a restaurant, the innkeepers take into account two variables: how much the raw material costs and what elaboration entails each dish. A menu in a restaurant will always need improvement depending on changes in variables like prices and the type of foods. Menu psychology, color and design should be perfectly done to boost sales and profits in the restaurant.
When preparing a menu design, the success or failure of it will depend on its design and ability to attract the customer’s eye. It is recommended that resultant menu design should be done to maximize the profitability of a restaurant. The various foods that are prepared in the restaurant should also be a determinant in the design of the menu. Menus generally should be catchy and bright to attract the customer. The design should also be prepared to make the foods that are easily eaten to be available. It should be clearly marked and prices visible (Hall and Schulz, 2011).
Menus are important. In fact, without a menu it is highly unlikely that anything will be sellable. There are different psychologies in the menu; the first one is design psychology. It is the golden triangle. For many people, they eyes on the menu starts at the middle section, it then goes to the upper right corner of the menu and finally to the left upper corner of the menu (The menu, n.d.). A menu should be reflective and show the areas in which a customer will be more attracted to. A menu is not necessarily about the price and the dishes; it must psychologically engage a customer for him or her to buy the dish.
2003 Los Angeles, So. California restaurants. (2002). New York: Zagat Survey.
Ancona, G. (2002). The foods. New York: Benchmark Books.
Avermaete, T. and Massey, A. (2013). Hotel lobbies and lounges. London: Routledge.
Hailey, A. (2014). Hotel. Open Road Media.
Hall, K. and Schulz, C. (2011). Hospitality. New York: Ferguson Pub.
Jayaraman, S. (2013). Behind the kitchen door. Ithaca: ILR Press.
Jha, S. (2010). Hotel marketing. Mumbai [India]: Himalaya Pub. House.
Kifer, K., Schneider, J., Solar, D. and Barnard, C. (2002). Foods. Eugene, OR: Garlic Press.
Tassiopoulos, D. (2011). New tourism ventures. Cape Town, South Africa: Juta.
The menu. (n.d.). 1st ed.
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