Menu design is margin design
A menu isn't a list — it's your highest-traffic sales page. Small design choices moved one restaurant's margin from 9% to 16%.
An F&B menu redesign that re-sequenced items and re-anchored prices to steer guests toward high-margin dishes.
Guests decide in seconds, and their eyes travel a predictable path across a menu. Where you place a dish, how you frame its price, and what sits next to it quietly shape the average check.
We treat the menu like a landing page: hero items get room to breathe, high-margin plates sit in the eye's first stops, and decoy pricing makes the dish you want to sell feel like the smart choice.
For one restaurant, re-sequencing and re-anchoring — with no kitchen changes — lifted blended margin from 9% to 16%. Same food, same prices list, better sales design.