It takes too much work to figure out. People don't go to restaurants to think hard. Seeking help from the waitress, he asks what is really good on the menu. I don't really know. And so it goes.
Customers are confused, and sales opportunities are blown.
Menus are not just listings of food. They can be one of a restaurant's most effective marketing tools. Cohen, president of the Houston-based Cohen Restaurant Marketing Group, said restaurants can increase their profits by 10 percent or more if they approach their menu as a strategic weapon. Upper right is best placement Savvy restaurant owners are calculating about where items appear on their menus. So that's where they put their best, or perhaps their most profitable, dishes.