Your menu does more than just list what’s on offer—it’s one of the biggest influencers on what your customers order and how much they spend. A well-thought-out menu makes ordering easy, highlights your best dishes, and even boosts your bottom line. But if it’s cluttered, confusing, or out of touch with what diners want, you could be missing out on serious sales.
In 2025, diners expect more than just great food—they want a seamless, engaging experience from the moment they sit down. That means a menu that’s clear, well-structured, and in tune with what customers are craving.
Whether you’re opening a new venue or refreshing your current menu, making a few smart tweaks can help attract customers, increase sales, and keep people coming back.
So, how do you create a menu that works for both your diners and your business? Let’s dig in.
Designing a menu that sells
A well-designed menu doesn’t just look good—it helps customers make decisions faster and encourages them to order the dishes you want to sell most. Here’s how you want to design your menu in 2025:
1. Make your menu easy to navigate
Nobody likes a menu that’s all over the place. A well-organised menu should feel effortless to read, with clear sections and a logical flow. Customers don’t want to spend ages trying to figure out what to order. So keep things simple by breaking it down into starters, mains, desserts, and drinks, and make sure each section is easy to scan.
For printed menus, choose fonts that are easy to read (even in dim lighting!) and avoid cramming everything onto one page. If you’re using a digital menu, make sure it’s mobile-friendly so guests won’t have to pinch and zoom just to see what’s on offer. A smooth, hassle-free browsing experience makes a big difference.
2. Highlight high-profit items
Not all dishes are made the same—some bring in more profit than others. Smart menu design helps subtly guide customers toward these high-margin items without forcing it down their throats.
One easy trick? Put your best-selling, high-margin dishes in the top-right corner of the menu—that’s where the eye naturally goes first. Another tip is to use callouts like “Chef’s Recommendation” or “Customer Favourite” to highlight dishes you want to push.
And if you really want to influence choices, try price anchoring. This means placing a higher-priced item next to a mid-range, high-margin dish, making the latter seem like a great deal. It’s a simple psychology trick that works wonders for smart menu pricing.
3. Use menu layouts to maximise sales
Believe it or not, the way customers skim a menu isn’t random—it follows a typical pattern. Most people scan in a “Z” shape, starting at the top-left, moving across, and then down. This means that certain spots—especially the top-right corner—are prime real estate. If you want to boost sales of a particular dish, that’s where it should go.
Another game-changer? Descriptive dish names. Instead of just “Lamb Chops”, go for “Grilled Lamb with Rosemary & Garlic Butter”—it sounds way more appealing. Words like crispy, slow-cooked, zesty, handcrafted tap into the senses and make dishes irresistible.
Another pro tip: don’t overdo it with too many choices—a massive menu can overwhelm customers and slow down orders. Instead, offer a succinct, well-curated selection of standout dishes. This not only makes ordering easier but also improves consistency in the kitchen.
Keeping your menu fresh and exciting
Your menu isn’t something you can just set and forget.
Customers are always looking for something new, seasonal, and on-trend, and if your menu feels outdated, they might go elsewhere. To keep your menu fresh and your customers excited, you can:
1. Tap into the latest food trends
Food trends come and go, and while you don’t have to jump on every single one, keeping an eye on what’s popular can help you stay ahead.
Take plant-based dining—it’s no longer just for vegans. More diners are looking for creative, plant-forward options, so offering a standout vegetarian or vegan dish that’s just as exciting as your meat options can go a long way.
Looking ahead to 2025, food trends like black tahini, chili crunch fusions, and salted egg yolk are popping up in creative ways, plus a growing love for Korean-inspired comfort food and Southeast Asian flavors.
The trick is to introduce trends in a way that makes sense for your venue. You don’t have to change your whole menu, but adding a few trend-driven dishes can keep things exciting for your customers.
2. Show off local and sustainable produce
Customers love knowing where their food comes from, and there’s a growing appreciation for fresh, local, and sustainably sourced ingredients. If you’re already working with local producers, make sure to highlight that on your menu.
A simple note like “Our seafood is sourced daily from local fishers” or “Made with fresh, organic produce from nearby farms” adds authenticity and makes people feel good about their choices.
Beyond the marketing benefits, local ingredients are often fresher and taste better, which means happier customers and better-quality dishes.
It’s also a great way to build relationships within your community—partnering with local suppliers can lead to collaborations, special events, and even cross-promotion
3. Update your menu regularly
Keeping things fresh and seasonal makes your menu feel dynamic and gives customers a reason to come back.
You don’t have to constantly change everything—just a few seasonal specials or limited-time dishes can create excitement. Maybe it’s a summer seafood special, a winter warming dish, or a one-off collab with a local supplier. Whatever it is, rotating a few menu items throughout the year keeps regular customers engaged while giving new guests something to talk about.
Another easy way to test new menu ideas is with weekly or monthly specials. It’s a low-risk way to experiment with new flavours or trending dishes without committing to a full menu change. If something is a hit, consider adding it permanently.
Extra tips for a winning menu
Beyond great food and smart menu design, there are other key ways to get the most out of your menu. We’re talking about tech and pricing—two big game-changers in hospitality right now.
Make tech work for you (and your customers)
Technology is transforming the way people order food, and if you’re not making the most of it, you’re probably leaving money on the table. A smoother ordering experience means happier customers and a more efficient operation—a win-win for everyone.
- QR code menus & mobile ordering: These days, plenty of customers prefer scanning a QR code over flipping through a physical menu. Digital menus cut printing costs, allow instant updates, and let people order at their own pace—which means less pressure on your staff.
- Smart menu suggestions: You know when a great server suggests a side that perfectly complements your main? Digital ordering systems can do the same thing. (“Love that burger? Add a side of truffle fries!”) These little nudges can boost sales without feeling pushy.
- AI & personalised recommendations: If you haven’t looked into leveraging an AI assistant for menu enquiries, now’s the time. Now Book It AI, Sadie can download your menu and get prepped to answer any questions guests may have.
With Now Book It, you can bring bookings, marketing, events, payments, and your AI assistant into one seamless workflow. No more jumping between platforms or dealing with clunky systems—just a smoother, smarter way to run your venue.
Get strategic with menu pricing
Restaurants have been using dynamic pricing strategies for years (think happy hours and weekend surcharges), but tech is making it even easier to adjust prices based on demand.
With modern POS systems and AI-driven pricing tools, you can automate price adjustments based on real-time demand, ingredient costs, or even weather conditions. For example, a smart system can lower prices on slower nights to bring in more customers or suggest small price increases during peak hours to maximise revenue. Some platforms even analyse customer spending habits and suggest optimal pricing strategies for different menu items.
That said, customers need to feel like they’re getting value—while 32% of diners have noticed price hikes during busy times, only 8% are actually happy to pay more. So, if you’re going to adjust pricing, make sure it’s justified and communicated clearly.
A simple note on your menu or adding a little extra—like live music or an exclusive special can make the price increase feel worth paying for.
Here are a few easy ways to play around with dynamic pricing:
- Slow day discounts: Struggling to fill seats on a Tuesday night? Offer specials or slightly lower prices during off-peak hours to bring in more traffic. Our partners at First Table help restaurants do that with ease.
- Event based pricing: Hosting a live music night or a special event? Premium pricing on those nights can help balance extra costs and increase revenue.
- Ingredient based adjustments: Some ingredients such as seafood can fluctuate in cost. Instead of taking a hit, adjust menu prices accordingly—just be transparent with customers about why.
At the end of the day, people don’t mind paying a little extra if they love your business and understand why you do what you do. Keep it transparent, add value where you can, and dynamic pricing can work in your favour without making customers feel like they’re getting squeezed.
Attracting more customers with your menu
A great menu is just one piece of the puzzle. At the end of the day, an excellent dining experience is what keeps customers coming back—from seamless reservations to smooth service and easy ordering.
That’s where Now Book It comes in. Our all-in-one restaurant management system helps you streamline reservations, manage tables effortlessly, and keep things running smoothly, so you can focus on what really matters—serving great food and hospitality.
