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

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By Julien Perry | for The Prep

When was the last time you thought about your menu? Not the dishes, but the layout and how it speaks to your diners? Did you know there’s an entire psychology around menus and how they can predict what people are going to order and, more importantly, what they’re not?

Chef Matthew Thompson has spent more than 25 years in the culinary and hospitality industry, with training that extends from Johnson & Wales and the Culinary Institute of America, to more 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.

He’s also big on using food to tell stories. He wrote an entire article called "The Psychology of Menu Writing," which explores how and why we choose what we eat.

We chatted with Thompson to talk about what makes a good restaurant menu, and how they go way beyond conveying price and ingredient descriptions.

What is “The Psychology of 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?

The biggest problem I see is that too many menus are written from the chef’s perspective, not the guest’s. 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.

Great menus offer choices that reflect thoughtful intention, not compromise. If we genuinely believe in inclusive hospitality, then our menus should give every guest a reason to feel seen, welcomed and excited to eat.

What makes a popular menu item so popular? And what about the dishes that don't sell?

A popular menu item almost always hits that sweet spot between familiarity and excitement. It’s comforting enough to feel safe, but has just enough intrigue—whether that’s a unique flavor twist, a standout ingredient or a compelling story behind it—to spark curiosity. It’s also easy to understand at a glance, and ideally, it makes people feel something: nostalgic, adventurous, cared for.

On the flip side, dishes that don’t sell often fail one of two tests: they’re either too confusing or too forgettable. If a guest has to work too hard to understand what the dish is, or if it doesn’t deliver a clear emotional or sensory payoff, it becomes invisible.

Chefs need to step into the mind of the diner, not just the kitchen.

What are some tips you can share when it comes to designing a menu?

Start with clarity. A guest should be able to scan the menu and understand their options without feeling overwhelmed or confused. Limit decision fatigue by organizing the layout intuitively; use categories, strategic item counts and thoughtful naming. Highlight your strengths, but don’t try to please everyone; curate with intention.

And finally, remember: menus are emotional. The words you choose, the pacing, the flow—it all contributes to how the guest feels before they ever take a bite. Design with both logic and hospitality in mind.

Do these rules apply to online ordering as well?

Absolutely! And arguably, they matter even more online. Digital diners are scanning quickly, often distracted and may abandon a cart at the first sign of confusion or inconvenience. Online menus must be even more intuitive, with clear labeling for dietary needs, concise descriptions and smart organization that mimics the in-person experience. It’s about reducing friction and building trust. If the menu feels effortless, the decision to order becomes effortless too.

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.

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