How to Use Menu Engineering to Increase Profits in Ireland

Menu design is more than aesthetics—it’s a powerful sales and branding tool that influences guest behaviour and boosts profitability. Here’s how Irish operators can improve guest experience, drive revenue, and make every menu item count.

1. Understand How Irish Guests Scan Menus

Most Irish diners don’t read menus top to bottom. Eye-tracking studies show they focus on the top left, top right, and centre of the page—what designers call the “Golden Triangle.” These areas are prime real estate for high-margin dishes.

According to the Toast Consumer Preferences Survey 2025, where 200 Irish restaurant-goers were polled on their restaurant design and menu preferences, 11% always notice when menu items are strategically placed, and 46% say they sometimes do.

Tip: Use layout hierarchy and shading to draw attention to signature dishes or house favourites.

2. Group Menu Items Strategically

Using menu engineering categories like Stars (popular and profitable) or Ploughhorses (popular but low-margin) helps you plan your menu intentionally:

Classify your dishes into four categories to better understand what’s working:

Focus on keeping your Stars in the spotlight. For Puzzles, experiment with rebranding or repositioning.

3. Use Descriptions to Persuade, Not Just Inform

Your menu copy should reflect your brand’s personality. Whether your restaurant is refined and elegant or warm and rustic, tone consistency builds trust. According to our Consumer Preferences Survey, 73% of Irish diners prefer printed menus and 63.5% usually or always read descriptions in full.

Use sensory language and highlight local sourcing. Irish diners are highly receptive to words like “house-made,” “local,” and “best seller,” which rank among the most persuasive callouts.

Example: Instead of “Tomato Soup – €6.50”, try: “Heirloom Tomato Soup – slow-roasted Roma and San Marzano tomatoes, topped with sourdough croutons. €6.50”

4. Highlight Sustainable & Local Ingredients

In Ireland, 70% of consumers are willing to pay more for locally or sustainably sourced food. Featuring ingredients like “Wicklow lamb” or “organic Kerry potatoes” can help you command premium pricing and connect with guests’ values.

According to Bord Bia, sustainable sourcing is becoming a key differentiator in the Irish foodservice industry.

5. Showcase Top-Sellers and “House Favourites”

Irish diners are highly influenced by menu callouts. 43% say they “sometimes” and 35% say they “often” choose items marked as house favourites or best sellers.

Tips:

• Add icons or shaded boxes for best sellers.

• Use descriptions like “Chef’s Recommendation” or “Customer Favourite.”

6. Minimise Decision Fatigue

Overwhelming menus can reduce guest satisfaction. According to the Toast Consumer Preferences Survey, the most common menu complaint is too many options, followed by lack of clear categories.

Best practice for Irish menus:

• Limit categories to 6–8 items each (the preferred range for 46% of guests)

• Use clear course-based categorisation (e.g., Starters, Mains, Desserts) preferred by 52%

7. Consider Irish Format Preferences

• Menu format: 73% of Irish diners prefer printed menus over digital QR or chalkboards

• Font and layout: 57.5% say bold fonts and colours are fine as long as they’re readable

• Photos: 53% rank photos as important or very important, but only if they’re high quality

• Price formatting: 58% prefer whole numbers (e.g., €12), with very few opting for €11.99

8. Include Seasonal & Build-Your-Own Options

Seasonal items drive repeat visits—over 60% of diners are more likely to return if the menu changes regularly. Build-your-own meals also appeal, with 68% of diners showing strong interest.

9. Rebrand or Retire Underperformers

Use sales data and customer feedback to evaluate Dogs—dishes that are neither popular nor profitable. Can they be salvaged with better descriptions or presentation? If not, replace them with more strategic items.

10. Keep Layout Simple, Not Bland

Irish diners care about visual appeal—design is tied with icons and photos in importance. Try this:

• Use colour to guide attention, but avoid visual clutter.

• Create space between sections.

• Align dishes with your brand tone (modern, traditional, playful, minimalist).

Ready to Optimise Your Menu?

Your menu isn’t just a list. It’s your restaurant’s most powerful tool. With the right strategy, you can increase profitability, boost guest satisfaction, and stay ahead in Ireland’s competitive dining landscape.