The menu is the most important internal marketing and sales tool a restaurant has to market its food and beverage to customers. It is the only piece of printed advertising that you are virtually 100 percent sure will be read by the guest. Once placed in the guest’s hand, it can directly influence not only what they will order, but ultimately how much they will spend. Menu design directly influences sales revenue. Management is constantly forecasting business volume to estimate how much to buy, keep in inventory, and prepare. A properly designed menu makes these kinds of decisions easier and more accurate.
A well-designed menu can educate and entertain the customer as well as be a communication, cost control, and marketing tool for your restaurant. The menu is designed to help the guest decide what to order. When you strategically place menu items on the menu, you will sell more of them than if you placed them randomly.