In the book, topics ranging from pricing, to product placement, and food photos are covered.
Here is an excerpt from the book covering product placement within your menu.
The "First and Last Effect"
The First & Last Effect is a psychological concept that states people are more likely to remember the first and last thing they read, see, or hear.
When you look at food, it initially looks good or bad. When you first hear a song, you may or may not like the beat. When you first glance at a restaurant menu, your anticipation of a pleasant meal will either be further enhanced (thus driving the sale), or not.
This theory applies to virtually any type of experience. From political campaign speeches, to business presentations, and yes – even your menu design strategy!
So how does this concept work? It’s simple, you can apply this psychology to your menu design by placing your most profitable menu items in places where they will be most seen and ordered, first or last.
For example, if you have 5 appetizers to feature on your menu, include the most profitable items in the first and last positions.
Interestingly enough, this same concept can also be used to “hide” certain items that may have low profit margins (chicken wings for example) or items that have long prep/cook times requiring extensive labor.
Place these low profit items in the middle of each list, within each category, to essentially “hide” them from customers.
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