2.2 Menu Design Psychology

What is the recommended time limit to get the message across to customers when they are reading a menu?

• 109 seconds

• 60 seconds

• 90 seconds

• 120 seconds

What percentage of sales came from fewer than 18-24 menu items?

• 40-50%

• 60-70%

• 50-60%

• 70-80%

What is the recommended number of different font styles to be used in a menu?

• 1

• 2

• 4

• 3

In which of Dayan and Bar-Hillel's study was it confirmed that placing items at the beginning or end of a category can influence customers' choices?

• None of the above

• Study 3

• Study 1

• Study 2

What was the main focus of the menu design study conducted by Pavesic in 2005?

• Eye movement patterns

• Framing

• Common menu mistakes

• All of the above

What was the main focus of the study conducted by Dayan and Bar-Hillel in 2011?

• Primacy

• Menu item position

• Recency

• All of the above

What was the main finding of the menu design study conducted by Pavesic in 2005?

• The menu design must be congruent with the concept and image of the restaurant

• Highlight the most profitable offerings

• The time it takes to read a menu and make a decision needs to be addressed

• Incorporate the colours and graphics that the customer sees from the table

What was the main finding of the study conducted by Dayan and Bar-Hillel in 2011?

• Descriptive labels encouraged diners to give greater no of favourable comments about the product

• Ps were significantly more likely to select items at the extremes than the items placed in the middle

• No primary-recency effect was found

• Descriptive labels led to the food being described more appealing and also as more calorific

What is the ideal number of menu items to maximise sales?

• 18-24 items

• 25-30 items

• 10-15 items

• 30-35 items

Which of the following is an example of recency?

• • Imagine you are given a list of 10 words to remember: apple, banana, cat, dog, elephant, frog, giraffe, hat, igloo, jelly.

    You are more likely to remember the words presented at the beginning of the list, such as "apple" and "banana," better than those in the middle or at the end.

• • Suppose you are given another list of 10 words: kite, lion, monkey, nest, owl, pear, quill, rabbit, snake, turtle.

  • You are more likely to remember the words presented at the end of the list, such as "snake" and "turtle," better than those in the middle or at the beginning.

• Imagine you are given a list of 10 words: rose, sunflower, tulip, daisy, lily, orchid, peony, marigold, daffodil, iris.

  In this list, you are more likely recall the items in the middle of the sequence (e.g., "lily" and "orchid").