Menu design: can menus sell

Objectives of a menu include communication of the products available for sale, providing tangible evidence and selling. Managers must consider all these elements when they create a new menu. Focuses on menus as a sales tool in a full‐service restaurant. Describes an experiment to investigate the effectiveness of using menu design techniques to sell a specific menu item. Presents the experiment′s results and four propositions that relate to the effectiveness of the menu as a selling tool.