It might not be quite as complicated as Einstein's Theory of Relativity, but the intricacies of menu design date back more than 40 years. Books were even published on the science of selling succulent entrees.
"The menu is the most important thing, the menu is the foundation, the menu is also essentially your price list," said Drew Nieporent, owner Myriad Restaurant Group. His restaurants include Tribeca Grill and Nobu.
"You have to be smart enough to keep your menu design to 10 apps and 10 entrees, which you can control the quality of," he added.
While still controlling just about every other aspect of the menu, three types generally exist: Tribeca Grill's single-page format; the two-page, single fold; and, of course, the three-panel, two-fold variety.
No matter what it is, it needs to be read fast. A Gallup poll reported customers spend an average of just 109 seconds reading a menu.
"Based on psychology they will put most expensive dish to the right side, but then right below that they'll have the dish considered a decoy that usually has the highest margin of profit," said Elliott Levenglick of 2dineout.com.
Eyes even move a certain way around a menu. You generally first look smack in the middle, and then to the upper right hand corner.
Your gaze can be altered by things called "eye magnets." then there are techniques to draw you in that are not even on the menu
"Now, you've been to a lot of restaurants where you have a menu, but the waiter comes over and goes tonight 'we have this and we have that...' but not saying any prices," Nieporent said. "You get bill those specials considerably more expensive than printed menu."
Equations for success as important to restaurant owners as E=mc2 is to scientists.
Wednesday, June 19 2013 1:16 PM EDT2013-06-19 17:16:13 GMT
Kolcraft is recalling more than 96,000 Jeep Liberty strollers after at least 18 people were injured by tire blowouts, the Consumer Product Safety Commission said Wednesday.
Kolcraft is recalling more than 96,000 Jeep Liberty strollers after at least 18 people were injured by tire blowouts, the Consumer Product Safety Commission said Wednesday.
Wednesday, June 19 2013 8:30 AM EDT2013-06-19 12:30:41 GMT
Natura Pet Products is voluntarily recalling all Innova, California Natural, EVO, Healthwise, Mother Nature and Karma branded dry pet food and biscuit, bar, and treat products with expiration dates prior to June 10, 2014, because of a positive Salmonella test.
Natura Pet Products is voluntarily recalling all Innova, California Natural, EVO, Healthwise, Mother Nature and Karma branded dry pet food and biscuit, bar, and treat products with expiration dates prior to June 10, 2014, because of a positive Salmonella test.
Wednesday, June 19 2013 6:12 AM EDT2013-06-19 10:12:52 GMT
A senior administration official says Gov. Andrew Cuomo and legislative leaders have struck a deal to authorize four upstate casinos and to allow votes on 10 separate women's rights bills including an abortion...
A senior administration official says Gov. Andrew Cuomo and legislative leaders have struck a deal to authorize four upstate casinos and to allow votes on 10 separate women's rights bills including an abortion proposal...
Tuesday, June 18 2013 11:03 PM EDT2013-06-19 03:03:58 GMT
Facebook, which owns Instagram, is expected to announce this week a new video option for the popular photo app. Most likely the feature will be for shortened video clips.
Facebook, which owns Instagram, is expected to announce this week a new video option for the popular photo app. Most likely the feature will be for shortened video clips kind of what you see on Vine.
Tuesday, June 18 2013 2:57 PM EDT2013-06-18 18:57:05 GMT
Chrysler photo via AP
Chrysler said it has resolved its differences with the government and will recall older Jeep Grand Cherokee and Liberty SUVs that could be at risk of a fuel tank fire.
Chrysler said it has resolved its differences with the government and will recall older Jeep Grand Cherokee and Liberty SUVs that could be at risk of a fuel tank fire.
Tuesday, June 18 2013 12:20 PM EDT2013-06-18 16:20:04 GMT
The director of the National Security Agency said Tuesday the government's sweeping surveillance programs have foiled some 50 terrorist plots worldwide, including one directed at the New York Stock Exchange.
The director of the National Security Agency said Tuesday the government's sweeping surveillance programs have foiled some 50 terrorist plots worldwide, including one directed at the New York Stock Exchange.
Monday, June 17 2013 10:10 AM EDT2013-06-17 14:10:37 GMT
For the first time in seven years, most U.S. homebuilders are optimistic about home sales, a sign that construction could help drive stronger economic growth in coming months.
For the first time in seven years, most U.S. homebuilders are optimistic about home sales, a sign that construction could help drive stronger economic growth in coming months.
Saturday, June 15 2013 7:27 PM EDT2013-06-15 23:27:36 GMT
TRENTON, N.J. (AP) — Motorists are seeing stable prices at the pumps in New Jersey.AAA Mid-Atlantic says the average price of a gallon of regular gasoline in New Jersey on Friday was $3.40, the same price as last week. It's also the same price motorists were paying a year ago.The national average price also remained stable, coming in at $3.63 for the second straight week.
TRENTON, N.J. (AP) — Motorists are seeing stable prices at the pumps in New Jersey.AAA Mid-Atlantic says the average price of a gallon of regular gasoline in New Jersey on Friday was $3.40, the same price as last week. It's also the same price motorists were paying a year ago.The national average price also remained stable, coming in at $3.63 for the second straight week.
