There's a science to where on the menu you display that price, too, he says. Take a typical two-column menu: The description of the food is on the left, and the price is an inch or two from the description, on the right. Bad idea, says Mentzer. Get rid of the second column, he recommends, and put the price at the end of the sentence that describes the dish.
"You want people to read the price after they've read the description," he explains, "not before."
Now that you've nestled together price and description, you've got to think about where on the menu to locate each dish. Mentzer has studies that track where the eye travels when it reads a menu, and part of his presentation to clients is a menu divided into sections: the starlets (top right, the place for items that net the most money), the plow horses (top left, ideal for dishes that are higher than average in popularity and lower than average contributors to the bottom line), the dogs (bottom left, lower than average popularity, lower than average profits) and so on.
"The eye goes first to the starlets and it doesn't like to spend a lot of time with the dogs," he says. "I told a guy recently to move his pastas -- which are really high-margin -- from the dogs to the all-stars, and there was a 30 percent jump in sales."
Tot articolul: http://www.washingtonpost.com/wp-dyn/content/article/2008/04/12/AR2008041201225.html
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