The Menu Magician
“[Gregg] Rapp is so sure of his menu makeovers that he offers a money-back guarantee that his menu will raise profits–and in his 25 years in the business, he has yet to issue a refund. The first step is the design. Rapp recommends that menus be laid out in neat columns with unfussy fonts. The way prices are listed is very important. ‘This is the No. 1 thing that most restaurants get wrong,’ he explains. ‘If all the prices are aligned on the right, then I can look down the list and order the cheapest thing.’ It’s better to have the digits and dollar signs discreetly tagged on at the end of each food description. That way, the customer’s appetite for honey-glazed pork will be whetted before he sees its cost.”
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