Menu Fonts Matter

Have you ever noticed some items on a menu are in a different font?

The next time you open a menu – notice the fonts. When you see items with an elegant or hip looking font – it’s probably LESS of a bargain. On the other hand – items in all caps or block types are usually the less profitable ones. It’s all part of menu psychology – and a lot of restaurants are really good at it. Long, detailed descriptions are a good trick too – that can make the price seem like a bargain with all the great healthy stuff and hard work that goes into it.

At a finer restaurant – you’ll probably see a $15 item on the menu instead of $14.95. That’s because they’re flattering you – you don’t want to feel like you’re counting cents while enjoying the finer things.

Source: Gregg Rapp, Menu Engineering Consultant