Restaurant management tips on how customers read a menu that is contrary to prior research on the most favorable approach are offered in a new study. In summary, it found that customers read a menu like a book and pick the entrée (i.e. main course) first. In the study, which was conducted by Sybil Yang, assistant professor of hospitality and tourism management at San Francisco State University and reported in Nation’s Restaurant News, it made two important points about both present and past findings: Past Findings – “Since 1978, when graphic designer William Doerfler published scan-path research in a Cornell University quarterly, menu designers played on the conventional wisdom of a menu “sweet spot” where eyes, after zigzagging across the pages, were attracted to a spot just above the midline on the right-hand page.” Current Survey – “Thanks to development in infrared retinal eye-scanning technology that used cameras to track retinal movements and didn’t require participants to use bite bars or chin rests to hold their heads steady, Yang was able to create new data that heavily supports the “book-reading” approach.” Read more here on what other restaurant management tips about menus the study found. Need to know what is hot or not for 2012? Check out “Menu Trends & Directions and What You Should Be Cooking Up” as part of your menu and restaurant marketing ideas at the upcoming MUFSO Conference here. If you are just starting out and want restaurant operations consulting to assist on what menu and concept will work, please complete a request for a consultation below and one our experts will contact you shortly. Also, don’t hesitate to read our blogs and newsletters for helpful restaurant management tips too.