What are the biggest menu design mistakes I should avoid?
Dear Dawn,
I’m opening my first restaurant and I want my menu to be perfect. But the more I research, the more I see warnings about bad menu design costing restaurants revenue. I’ve poured my savings, time, and energy into making this place work. The thought of losing guests’ interest before they’ve even ordered makes me nervous. I don’t want to make rookie mistakes. What are the biggest menu design errors I should avoid?
A menu is not just a list of dishes. It is a silent salesperson. When designed well, it guides choices, increases profitability, and shapes the guest experience. When it misses the mark, it frustrates diners, slows service, and costs revenue.
The biggest problems:
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Menus that overwhelm. Too many choices make guests panic, default to a safe bet, or decide not to order at all. Research shows seven to ten items per category is the sweet spot.
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Menus that forget digital. QR codes are convenient, but relying on them without a physical option is risky. Poor Wi-Fi, bad lighting, or personal preference mean guests need a choice.
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Menus that hide best-selling dishes. If profitable or popular items are not instantly visible, you are missing an easy opportunity to increase spend per head.
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Menus that fail to meet expectations. Today’s guests, especially Gen Z, care about nutrition, sustainability, and transparency. Calorie counts, ingredient sourcing, and dietary information are now expected.
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Menus that are hard to read. Tiny fonts, dim lighting, or cluttered layouts prevent confident ordering. Always test your menu in the real dining environment to ensure it works in practice.
Next Steps
Limit each section to 7–10 dishes to make ordering easier. Smaller menus help guests feel confident in their choices and speed up service. In hospitality, less choice often leads to higher satisfaction because guests feel guided, not overwhelmed.
Draw attention to high-margin items with clever placement — top right for English menus, eye-catching boxes, or irresistible descriptions. Hospitality thrives on storytelling, so highlight origins, preparation, or guest-favourite status.
Offer both digital and physical menus. Digital helps update specials instantly, while physical copies keep guests comfortable if WiFi is slow or they prefer not to use a phone during a meal.
Today’s diners care about sourcing, sustainability, and transparency. Clearly mark dietary options, ethical sourcing, or local suppliers. These details can become talking points that build loyalty.
Check your menu in real dining light, at real table distances. If your font size, contrast, or layout makes guests squint or hesitate, it’s costing you orders.
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