Chapter 2

Does anyone actually read my menu?

Khách có thật sự đọc tờ menu của tôi?

The chapter's question

In the first ninety seconds, which dishes do my customers see?

Big idea

Customers do not read the menu; they scan it in about ninety seconds.

In this chapter

  1. Part 2.1

    The First Stop

    On my menu, which area does the customer look at first?

  2. Part 2.2

    How Many per Group

    How many choices does each section have, and how many is too many?

  3. Part 2.3

    Photos: Help or Harm

    Which dishes need a photo, and which are hurt by one?

  4. Part 2.4

    What a Dish Name Says

    Do my dish names describe ingredients, describe the cooking, or describe nothing?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of A Menu That Sells is free to read right here.

Read in Conan School

Chapters of A Menu That Sells

  1. 1.Should a slow seller always come off the menu?
  2. 2.Does anyone actually read my menu?
  3. 3.Is my price set by cost, or by its neighbours?
  4. 4.Do bigger bills come from pricier dishes, or one question?
  5. 5.How often can the menu change before the kitchen breaks?