If you’re running a restaurant, you already know your menu is more than just a list of dishes—it’s one of your most powerful sales tools. But many restaurant owners don’t realize how much menu design (not just what’s on it, but how it’s presented) directly impacts guest spending.
Here are some proven menu design tips that help increase spend per head—without feeling pushy or overdone.
1. Lead with your winners
Put your most profitable, high-impact dishes where guests naturally look first. On a single-page menu, that’s typically the top third. On a two-pager, the upper right-hand corner is prime real estate. Use this space wisely—don’t waste it on bread baskets and sides.
2. Use visual hierarchy (the right way)
Make it easy for guests to scan the menu without overwhelm. Use clear section headings, smart spacing, and strategic bolding or boxes to subtly highlight what you want them to notice. Less is more: too many photos, fonts, or colors can confuse the eye and cheapen the experience.
Discover the essentials of visual hierarchy with this MasterClass guide—perfect for designers and creatives who want to communicate with impact.
3. Highlight your hero items
Create subtle emphasis for dishes with the best margins or the ones you want to be known for. That can be done through:
- A well-placed callout box
- A chef’s recommendation icon
- A unique description that tells a mini-story
Just don’t highlight everything, or you lose the effect.
4. Strategic pricing layout
Keep prices clean and discreet. Instead of aligning prices in a straight column (which makes it too easy to shop by price), tuck them in at the end of the description—same size, same font. No dollar signs needed. People focus more on what sounds delicious than what costs less.
5. Curate your offering
A bloated menu leads to decision fatigue—and lower overall spend. By narrowing the selection and focusing on your most craveable, high-performing items, guests will choose faster and feel more confident (and usually spend more). Don’t be afraid to 86 the dishes that are simply not that good or don’t sell well. Offering less, but better dishes will work in your favor.
6. Set the tone with design
Your menu should reflect the vibe of your space. Sleek and modern? Warm and nostalgic? Elevated casual? The fonts, colors, paper choice (or digital presentation) should all reinforce the experience you’re selling. A red crocodile leather menu cover says something very different than a laminated trifold.
Want to see this in action? Check out the branding we created for The Fox Den — where every detail, down to the menu, tells the story.
7. Update regularly
Seasons change. Costs shift. Customer preferences evolve. Updating your menu design—not just the dishes, but how they’re positioned—keeps your brand fresh and your margins healthy.
Final Thoughts
Designing a menu that increases spend per head isn’t about gimmicks—it’s about understanding psychology, pacing, and presentation. It’s part strategy, part storytelling, and all about setting the stage for a memorable dining experience.
If you’re ready to give your menu a serious upgrade, I specialize in branding and design for bars and restaurants—and yes, that includes menus that not only look great but sell better.
Running a restaurant but unsure if your brand is working as hard as you are? Read this article.
👉 Check out my hospitality branding work here and let’s talk about how to make your menu your most profitable marketing tool.
