The psychology behind menu writing

Restaurants are getting creative to stay top of mind and top of menu. From brand collabs and licensing plays to the science behind what makes a dish sell, we’re diving into the strategies driving today’s dining trends. Plus, one lucky thrifter scores a culinary gem for less than $10. Let’s get into it.

Robo recipes: An upcoming Dubai restaurant will be leaning on AI to design its menus. Fortunately, the dishes will be made by a human.

End of an era: Cole’s French Dip, L.A,’s oldest restaurant, will close in August after 117 years, citing the pandemic, strikes, rising rent and labor costs as key factors.

Factory defect: Five anonymous plaintiffs are suing a popular chain restaurant, alleging it hired undocumented workers and subjected them to forced labor, discrimination and trafficking. 

Wing and a prayer: After more than 30 Hooters locations closed in June, a new opening in a Florida retirement community may signal a reboot, with new owners aiming to restore the brand’s original identity.

Thrift score: Is this the best $8.50 ever spent?

'Too many menus are written from the chef’s perspective'

When was the last time you thought about your menu? Not the dishes, but the layout and how it speaks to your diners? Chef Matthew Thompson has spent more than 25 years in the culinary and hospitality industry, with training that includes recent work in lifestyle medicine through Harvard Medical School. These days, he’s bringing scratch cooking and personalized nutrition to senior living and healthcare settings—all with a mission to elevate mealtime and restore dignity through food. We chatted with Thompson to talk about what makes a good restaurant menu and how they go way beyond conveying price and ingredient descriptions. —Julien Perry

What is the psychology behind menu writing?
The psychology of menu writing involves understanding how words, structure and presentation influence what people choose to eat and how they feel about their choice. It’s not just about listing dishes; it’s about storytelling, emotional cues and guiding guests through a dining experience that aligns with both their expectations and your brand’s intent.

In senior living and healthcare, especially, I see menu writing as a bridge between nutrition and hospitality. Done well, it empowers choice, evokes memory and subtly nudges people toward better decisions, without ever feeling prescriptive. 

What is the biggest problem with restaurant menus today?
Too many menus are written from the chef’s perspective, not the guests'. They’re either overloaded with jargon or too focused on showcasing technique instead of communicating value or flavor. A menu should feel like a thoughtful invitation, not a puzzle to solve.

Chefs can fix this by stepping into the guest’s shoes: simplify the language, be transparent about ingredients, highlight how a dish will make someone feel and always ask, “What story am I telling on this page?” When we treat the menu as a hospitality tool rather than just a list of food, we transform the entire dining experience.

Another significant issue is how special diets are often treated as afterthoughts, like a checkbox rather than a hospitality opportunity. Just this week, I dined at a restaurant where the sole gluten-free and vegan option was a single pasta dish, intended as a one-size-fits-all solution for anyone with a dietary need. That kind of shortcut misses the mark entirely. Gluten-free guests shouldn’t be forced into vegan meals and vegans shouldn’t be limited to gluten-free dishes unless they choose to be. 

How are menus evolving? And what is pushing this change?
Today’s diners are more informed, more diverse in their dietary needs and more values-driven in their choices. This shift is pushing chefs and operators to move beyond traditional formatting and think more like communicators: incorporating transparency, sustainability and personalization directly into the structure and language of the menu. The best menus now act as both a mirror of the brand’s values and a tool for connection, designed not just to sell food, but to build trust and belonging.

This interview has been edited for brevity. Read the full Q&A here.

How restaurants are tapping licensing to grow loyalty

As restaurants look for fresh ways to reach customers and build brand loyalty, licensing and collaborations are taking center stage. From nostalgic grocery items to bold brand mashups, these strategies extend restaurant identities far beyond the dining room. Frances Alvarez, SVP at Beanstalk, breaks down how today’s most innovative restaurants are leveraging licensing to drive revenue and enhance customer experience. 

Why it matters: In a competitive and ever-evolving industry, restaurants must find new ways to stay relevant and connect with consumers. Licensing and brand collaborations offer powerful tools to do just that. As dining habits shift and retail experiences blur with lifestyle and entertainment, these strategies allow restaurants to meet customers where they are while reinforcing brand loyalty and standing out in a crowded marketplace. (Modern Restaurant Management) 

Why you need website and social media synergy

You’ve heard it before: To truly thrive in today’s restaurant landscape, a strong digital presence is essential. It’s why syncing your website and social media channels is so important. From streamlined online ordering and Google integrations to cross-promotion and user-generated content, cohesive digital storytelling drives engagement and visibility. Best of all, small restaurants can implement these strategies with minimal resources. Want help? There are companies that can do it for you.  

Why it matters: In an increasingly digital world, most diners discover and evaluate restaurants online before ever stepping foot inside. By aligning your website and social media, you’re building trust, improving search visibility and making it easier for your customers to interact with your brand. When your online platforms work together, they drive traffic (thus boosting reservations and orders) and create a consistent experience that keeps guests coming back. (Back of House) 

Master menu pricing to boost profits, win customers

Pricing a restaurant menu is tricky, no doubt. Set prices too low and you risk losing profit. Set them too high and you could lose customers. Restaurateurs can benefit from key pricing strategies, from cost-based and profit-based approaches to dynamic and combo pricing, as well as knowing what challenges may arise. Whether you’re running a fine-dining restaurant or a fast-casual neighborhood spot, smart pricing can boost margins and keep your business financially stable.

Why it matters: An effective pricing strategy helps restaurants stay profitable while keeping a loyal customer base. With rising operating costs and shifting diner expectations, knowing how to price effectively can make or break your business these days. Thoughtful pricing maximizes menu performance and supports long-term sustainability, which can help restaurants thrive in an unpredictable, margin-tight industry. (The Restaurant HQ)

80%

Restaurant operators who anticipate their 2025 sales to be higher or about the same as in 2024, reflecting optimism despite competition.
(Restroworks)

“The generation that turned fern bars into family hangouts—they'd forgotten the sleaze and just remembered the excitement. So when we redesign these [chain] restaurants, when we strip away their soul, we're not just losing some dusty antiques... we're losing a sense of the personality of a previous generation.”

– Phil Edwards, "edutainer" and YouTuber, on the rise and fall of kitschy '90s restaurants. (🎧 Phil Edwards—YouTube)

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The Prep is written by Julien Perry and edited by Lesley McKenzie.