Creating a Menu That Sells: The Psychology of Pricing & Design

A well-designed menu is more than just a list of dishes—it’s a powerful sales tool that influences customer choices and maximises profitability. By leveraging the psychology of pricing and design, hospitality businesses can guide diners toward high-margin items, create a sense of value, and enhance the overall dining experience. Here’s how to craft a menu that drives sales and delights customers.

1. Strategic Pricing Techniques

Anchor Pricing

One of the most effective pricing strategies is using an anchor item. By placing a high-priced dish at the top of a menu or in a prominent location, it makes other items seem more reasonably priced. This technique subtly encourages guests to spend more while feeling like they’re making a value-driven choice.

Charm Pricing

Using prices that end in .95 or .99 can make a dish seem more affordable, while rounded prices (e.g., $20 instead of $19.99) convey luxury and quality. Testing different pricing formats can help determine what resonates best with your clientele.

Bundling & Upselling

Offering combo meals, tasting menus, or add-ons can increase the average spend per customer. For instance, highlighting a wine pairing suggestion next to an entrée encourages diners to enhance their meal while increasing revenue.

2. Menu Design & Layout Psychology

The Golden Triangle

Research shows that customers’ eyes naturally move in a specific pattern when scanning a menu—starting at the center, then moving to the top right and then the top left. Placing high-profit items in these areas increases their likelihood of being ordered.

Highlighting Key Items

Using design elements like bold fonts, boxes, or color highlights draws attention to specific dishes. Featuring chef’s recommendations or customer favorites with symbols or special sections helps guide decision-making.

Minimising Dollar Signs

Studies suggest that removing currency symbols ($) from a menu reduces the psychological focus on price, making guests more likely to spend freely. Instead of listing a dish as “$18,” simply writing “18” makes it feel less like a financial transaction.

3. Descriptive Language & Storytelling

Evocative Descriptions

Menus that use sensory-rich language (e.g., “slow-roasted, herb-crusted lamb with a hint of rosemary”) create a more enticing experience than basic descriptions. This technique enhances perceived value and makes dishes sound more appealing.

Origin & Authenticity

Highlighting locally sourced ingredients, unique preparation methods, or cultural inspiration adds depth to a menu. Guests appreciate transparency and connection to their food, making them more likely to choose premium options.

4. Menu Size & Structure

Limiting Choices

Too many options can lead to decision fatigue, making it harder for customers to choose. Streamlining the menu to focus on quality over quantity improves efficiency and increases sales of high-margin items.

Logical Flow

Organizing a menu in a logical order—from appetizers to desserts—guides diners through a seamless decision-making process. Grouping items into clear categories prevents overwhelming the customer.

Final Words

By understanding the psychology behind pricing and design, hospitality businesses can craft menus that not only enhance customer experience but also drive profitability. Thoughtful pricing strategies, strategic layout, engaging descriptions, and optimized menu structure all contribute to a menu that sells. Invest in a well-designed menu, and watch your revenue and customer satisfaction grow.