Are consultants blowing smoke? An empirical test of the impact of menu layout on item sales

Abstract

For years, menu design consultants have asserted that the layout of the items on menus is asociated with item sales. To date, no scientific studies exist either supporting or refuting this assertion. In order to test this relationship we conducted a field experiment in which we tracked the pre‐ and post‐treatment sales of items on a three‐page menu over a period of four months. The treatment consisted of switching the contents of pages 2 and 3 of the menu. The data revealed no significant differences in item sales from time 1 to time 2. Implications for restaurant managers are discussed.

Eye movements on restaurant menus: A revisitation on gaze motion and consumer scanpaths

“…Though there may be psychological principles behind current menu design practices, design principles as applied to restaurant menus have not been empirically proven to increase purchase intention, actual sales, or even attention (Bowen and Morris, 1995;Gallup Report, 1987;Kincaid and Corsun, 2003;Reynolds et al, 2005). It is not clear whether the ineffectualness of design tactics to produce changes in sales is due to a breakdown between design and attention or attention and purchase behavior.…”

Enhancing ethnic food acceptance and reducing perceived risk: The effects of personality traits, cultural familiarity, and menu framing

“…Thus, how information is framed on the menu plays an important role in assuring that customers will choose to try the ethnic food and perceive it as safe. Although the topic of menu design has long been discussed in the restaurant industry (Kincaid and Corsun, 2003;Reynolds et al, 2005), little attention has been paid to how different types of information on menus influence willingness to try and perceived risk. Therefore, this study attempts to explore how different menu framings influence ethnic food acceptance and perceived risk.…”

“…Because uncertainty about the food item is reduced by receiving information, the acceptance of that food is enhanced through a reduction in uncertainty about the food products (Eertmans et al, 2001;Tuorila et al, 1994). Since restaurant menus have long been viewed as an important communication tool available to restaurant customers, they must be designed to provide information in the most appealing and efficient manner (Kincaid and Corsun, 2003). In order to contribute to U.S. consumers' acceptance of ethnic foods, it is essential that menu designs generate a desire to eat ethnic foods and provide useful information about the item (Bowen and Morris, 1995).…”

Antecedents and Consequences of Customers' Menu Choice in an Authentic Chinese Restaurant Context

“…A menu helps a restaurant operation position itself and develop a marketing plan (Shock, Bowen, & Stefanelli, 2004). Previous studies have examined menu-related topics such as menu engineering (Kasavana & Smith, 1982, Kwong, 2005, Morrison, 1996, menu layout and design (Kincaid & Corsun, 2003), menu content and variability (Autun & Gustafson, 2005;Bernstein, Ottenfeld, & Witte, 2008), and food neophobia (Hwang & Lin, 2010).…”