Turn menu psychology into higher-margin choices.
Behavioural science for food companies that improves margins, boosts plant-rich choices, and enhances guest experience — without changing a single recipe.
No kitchen changes · No new dishes · Just smarter design
What is Smart Menu Design?
Smart Menu Design helps restaurants, caterers, and food platforms increase sales and shift customer choices using behavioural-science-based menu optimisation, through proven interventions like naming, positioning and storytelling.
It’s not about changing what you offer, but how you offer it.
Small menu tweaks → big shifts in customer behaviour.
Across multiple use cases, plant-based sales increased by 30–60%, while gross margin improved by 6–12% after a single menu redesign.
The Benefits
We don’t preach. We design desire.
Research shows that how a dish is named, framed, and placed has significant influence what guests order - more than price or abstract messaging about sustainability. We make the most profitable meals the most attractive ones through micro-storytelling and smart design.
Higher-Margin Sales
Guide guests toward your most profitable dishes through smart naming and positioning.
Science- & Data-Driven
Behavioural design is proven to shift choices - and we track the impact for maximum results.
Improve Guest Experience
A smoother guest experience through intuitive design, to help guests choose what they most like.
Zero Operational Changes
Effective menu optimisation with zero operational impact or recipe changes — just smarter menu design.
Choose your path
Three flexible options to boost your menu profitability
Fixed-Fee Menu Consultation
€499 · Proven menu optimisation without operational changes · Ideal for restaurants, lunchrooms, cafés
Your benefits:
✔ Behavioural design - identify hidden revenue drivers
✔ Specific improvements: naming, framing, position
✔ Clear, visual report delivered in 48 hours
✔ Priority checklist to increase high-margin sales
✔ 30 days of support for implementing changes.
Performance-Based Partnership
€0 upfront · fully risk-free · Ideal for restaurants, lunchrooms, cafés
Your benefits:
✔ No upfront investment required
✔ 30% revenue share for 3 months, then 0%
✔ We only win when you win
✔ Transparent monthly impact reports
✔ Ongoing optimisation to maximise results.
Smart Menu Sprint (4 week pilot)
Price upon request · Designed for high-volume caterers and canteens
Your benefits:
✔ Increase plant-forward sales at scale
✔ Improve margins with behavioural design
✔ Enhance guest UX across the full food journey
✔ Validate results with A/B testing
✔ Insights from guests, teams, and on-site behaviour.
What others say
Trusted by restaurants, caterers, and food platforms using Smart Menu Design to increase plant-rich choices and improve margins.
“SMD’s menu redesign increased plant-based choices from 19.7% to 31.8%, and improved gross margin from with 8%. Incredible results!”
“An elegantly simple solution to a deeply complex problem: behaviour change in food choices made super practical.”
“SMD redesigned our menu for 35 locations. Within one month, non-meat choices increased from 58% to 69%.”
“Smart Menu Design's work is incredibly valuable to us in helping avoid our biases and stay focused on costumer’s perspective on food.”
How it works
From behavioral science to menu impact — in 4 easy steps.
Scan | We analyse your current menu for margins and behavioural design opportunities.
Advise | Get tailored suggestions — from naming to layout and sensory cues.
Optimize | Implement the changes that support your brand, with or without our support.
Track | See results in dish performance, margins, and guest satisfaction.
Ready to improve your menu performance?
Tell us a bit about your business and upload your menu (optional). We’ll analyse it and reply within 48 hours with tailored insights or proposed pilot options.
