August 2014


My associate, Travis Summit, brought my attention to an article in the Huffington Post titled, “The 11 Untold Secrets of Menu Design” (see Newsletter). It is an interesting article about how a printed menu may affect revenue, essentially defining what to do and not do when planning your printed menu. At the end of the article I noted a reader’s comment about her displeasure with these “deceptive practices” employed by restaurants to maximize potential revenue.

What I find interesting is how some of us micro-manage our thoughts and environment. Good, common, and sensible business practices are criticized without forethought and an understanding of the demands required for creating a successful business. Creating a printed menu so that it interests and encourages customers to order is not deceptive. The only feature that could be deceptive is if the quality of the food delivered is poor

As intelligent individuals, I like to assume that we are all capable of making food selections based on what we truly want. If research indicates that menu layout and design features may contribute to increased revenue, then employment of these suggested features is common sense. If the removal of currency designations such as a $ contributes to a more relaxed state of mind for the customer, than such a decision is a sensible decision as it contributes to an improved dining experience. The customer has not been deceived.

What ‘micro-managers’ seem to overlook is that ‘businesses’ require revenue to survive, and profits to grow. Profit is good; it means that the business is doing a good job of servicing the needs of its customers, micro-managing customers included.

be memorable...


Menu Covers and Binder Covers in... "Shades of White"...