Menus as a branding and sales medium
A menu is not a price list. It is the last and most influential marketing touchpoint before the purchase. When a guest orders, their choice is determined not only by taste, but also by attention, simplicity and framing. Good menu design reduces choice friction, directs attention and makes premium choices logical and obvious.
Cleverly designed menus demonstrably lead to a better premium mix, a higher attach rate (e.g. a drink with the meal) and a higher average spend per guest (AOV/ticket size).
Who is this relevant for?
- Beverage brands that want to focus on category growth and premiumisation within the hospitality industry.
- Hospitality concepts and franchises that want to speed up decision-making, increase upselling and ensure a consistent brand image.
The business problem: why menu design works
At the moment of decision, attention is scarce and choosing is difficult. Menus with too many options, excessive visual stimuli or tightly aligned price columns subconsciously steer guests towards safe and often cheaper choices.
Good menu design does the opposite: it reduces cognitive load and makes the desired choice the easiest choice. This is not an aesthetic preference, but behavioural psychology.
The three levers with the most effect (evidence-based)
1. Visuals: attention, processing and brand preference
Images are processed faster than text and have a strong effect on memory, attitude and choice intention. Research shows that photos and powerful product names within a menu context increase evaluation and ordering intention (e.g. Hou et al., 2016; Edell & Staelin, 1983).
Best practices:
- Use one ‘hero visual’ per category instead of photos everywhere.
- Keep visuals realistic for good expectation management.
- Reserve contrast and colour accents for the items you want to actively promote.
2. Choice architecture: less searching = more ordering
Too much choice leads to choice overload and procrastination. Various studies show that there is a ‘sweet spot’: in many settings, around six options per category work best, while fine dining can tolerate slightly more (Johns et al., 2013; Mogilner et al., 2008; Reutskaja & Hogarth, 2009).
Best practices:
- Limit the number of options per subcategory (guideline: 6-8).
- Order from recognisable → variants → premium to take advantage of the compromise effect.
- Make the menu scannable with a clear hierarchy, sufficient white space and consistent typography.
3. Pricing presentation: reduce price friction
Price is not just a number, but a psychological signal. Small changes in presentation can have a noticeable effect on spending. A well-known study by Cornell University showed that guests spend on average about 8% more when prices are displayed without currency symbols (Cornell University, 2009; published in IJHM).
Best practices:
- Avoid tightly aligned price columns; they invite guests to ‘search for the cheapest option’.
- Write prices compactly: 18 instead of £18.00 (if appropriate to the brand tone).
- Work with price anchors: one premium option makes the desired middle option more attractive.
Specific to beverage brands: category ownership on the menu
For beverage brands, the menu functions as a shelf. The menu guides on four levels:
- Visibility
- Premiumisation
- The right ‘default’ choice (well-known A-brand vs. alternative)
- Bundles and combinations
Best practices:
- Place -go-to’ items at scan hotspots (at the top, first in a list or with a subtle highlight).
- Use decoy and anchor pricing tactically, for example with an ultra-premium option.
- Use social proof sparingly: Most chosen or Signature.
Digital menus and QR: what is changing?
Additional rules of conduct apply to QR and screen menus. Research by Nielsen Norman Group shows that most attention is focused above the fold; below that, attention quickly declines. This makes first screen dominance crucial.
Best practices for digital:
- Place 1-2 key items per category above the fold (especially on mobile).
- Use clear CTAs and filters; avoid long, flat lists.
- Design thumb-friendly interaction with large tap points and no micro-links.
- Measure and optimise with heat maps and click maps to identify dropouts.
Conclusion
The menu is a strategic sales and branding medium. Those who consciously use visuals, choice architecture and price psychology are not only focusing on aesthetics, but also on turnover, brand preference and behaviour. Exactly when it counts.
References
Edell, J. A., & Staelin, R. (1983). The Information Processing of Pictures in Print Advertisements. Journal of Consumer Research, 10(1), 45. https://doi.org/10.1086/208944
Hou, Y., Yang, W., & Sun, Y. (2016). Do pictures help? The effects of pictures and food names on menu evaluations. International Journal of Hospitality Management, 60, 94-103. https://doi.org/10.1016/j.ijhm.2016.10.008
Johns, N., Edwards, J. S. A., & Hartwell, H. J. (2013). Menu Choice: Satisfaction or Overload? Journal of Culinary Science & Technology, 11(3), 275-285. https://doi.org/10.1080/15428052.2013.798564
Mogilner, C., Rudnick, T., & Iyengar, S. S. (2008). The Mere Categorization Effect. Journal of Consumer Research, 35(2), 202-215. https://doi.org/10.1086/588698
Reutskaja, E., & Hogarth, R. M. (2009). Satisfaction in choice as a function of the number of alternatives. Psychology & Marketing, 26(3), 197-203. https://doi.org/10.1002/mar.20268
Sela, A., Berger, J., & Liu, W. (2008). Variety, Vice, and Virtue. Journal of Consumer Research, 35(6), 941-951. https://doi.org/10.1086/593692
Cornell University. (2009, Dec 9). Diners spend more when menus don’t use dollar signs. Cornell Chronicle. https://news.cornell.edu/stories/2009/12/beware-menus-dont-use-dollar-signs
Nielsen Norman Group. (2010, Mar 21). Scrolling and Attention (Original Research Study). https://www.nngroup.com/articles/scrolling-and-attention-original-research/
Baymard Institute. E-Commerce Product Lists & Filtering UX (research summary). https://baymard.com/research/ecommerce-product-lists
Capkan, E. N. (2025). Designing visual menus for a sustainable future: The role of non-meat ‘decoy’ options (ScienceDirect).