How to Use Menu Engineering to Increase Profits in the UK

A well-designed menu is one of the most powerful tools in your restaurant. It influences guest perception, drives profits, and plays a key role in creating a consistent brand experience. In this guide, we’ll walk through expert-backed tips that UK restaurateurs can use to craft menus that not only look great but also increase your bottom line.

1. Understand How Guests Scan Your Menu

Most guests don’t read menus top to bottom. Eye-tracking research shows diners tend to focus on specific hotspots first—the top left, top right, and centre of the page—known as the “Golden Triangle”. This is your opportunity to spotlight high-margin items.

According to the Toast Consumer Preferences Survey 2025, in which 200 UK restaurant-goers were polled on their restaurant design and menu preferences, 51.5% say they sometimes notice when items are strategically placed, and 14% say they always do.

2. Use Menu Psychology to Boost Sales

Language and formatting have a powerful impact on guest behaviour. Descriptive menu labels can increase sales by up to 27%. Words like “locally sourced”, “house-made”, and “seasonal” can enhance perceived value.

In the UK, 28% of guests said the word “house-made” would most influence their decision when choosing a dish, followed by “best seller” (25.5%) and “local” (16%).

3. Design with Your Brand in Mind

Your menu should reflect your restaurant’s personality. Whether you’re cheeky and casual, rustic and wholesome, or sleek and upscale, your tone of voice should match your décor and service style.

Bold colours and fonts are popular—37% of UK guests surveyed say they love them, and another 52% say they’re okay if readable.

Here’s a great example from Brother Marcus, a UK restaurant using Toast: their branding flows from the physical space right into their menu language.

4. Balance Popularity and Profit with Menu Engineering

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

5. Price with Intention

UK diners are sensitive to pricing, but they also respond well to perceived value. 39% prefer whole numbers like £12 over psychological pricing (£11.99 or £11.95), while 26% have no strong preference.

Avoid using pound signs or too many decimals—this can make customers more cost-conscious. Instead, align your price with your brand’s positioning and portion sizes.

6. Use Menu Layout to Guide Choices

Use visual cues like boxes, shading, and icons to lead the eye. Icons for vegetarian or spicy dishes are increasingly influential: guests in the UK ranked visual design and icons among the most important elements of a menu.

Feature your most profitable items in those “Golden Triangle” zones and don’t be afraid to use highlighted boxes for special offers—31% of UK guests prefer this format over pop-ups or inserts.

7. Add Visuals—But Only If They’re High Quality

According to Grubhub, photos can increase sales by up to 30% when done well. But poorly lit or low-res images can harm your brand. Invest in professional photography or link to your Instagram with a QR code.

According to our Consumer Preferences survey, 33% of UK diners said menu photos are very important, and 40.5% said they’re somewhat important.

8. Showcase Sustainability and Seasonality

UK guests increasingly value sustainability: 70% want restaurants to be more sustainable, and 39% have actively chosen a more eco-conscious brand in the past year (Source: Voice of the Restaurant Industry UK).

Seasonal menus are also a win. 45.5% of UK diners say they sometimes choose limited-time items, and 35% say they often do.

9. Keep It Simple

According to our survey, 46% of guests say 6–8 items per category is ideal. Too many options can overwhelm customers and reduce decision-making confidence.

Avoid clutter. Make your sections clear. And don’t forget: outdated design was rated one of the most annoying menu issues by UK diners.

10. Test and Update Regularly

Your menu should evolve with your business. Use POS analytics to track what’s selling, what isn’t, and how profit margins shift over time. Highlight best-sellers or seasonal items, and consider A/B testing different pricing or layouts.

Ready to Get Started?

Your menu is one of the most powerful tools you have. With smart engineering, you can boost profits, improve guest satisfaction, and create a seamless brand experience from start to finish.