What You Will Learn
Learn how to use Consumer Reports data to understand what diners value most. Discover practical menu design tips to highlight profitable items, pricing strategies that match customer expectations, and how to prioritize high-margin dishes without losing satisfaction. Understand the role of portion sizes, bundles, and why removing low-performing items boosts profits. Plus, get tips on monitoring and adapting your menu over time.
What Do Consumer Reports Say About Your Menu?
Shifting Diner Expectations in 2025
Running a restaurant isn't just about making great food anymore - it's about knowing what your customers really want. Diners today have more choices than ever, and they're not afraid to speak up when something doesn't meet their expectations. Whether it's price, portion size, or menu variety, people are looking for good value and a better overall experience.
That's why paying attention to consumer reports can make a big difference. These reports collect feedback from real customers and highlight what matters most to them. For example, a recent national survey found that 68% of diners say value for money is their top concern when choosing where to eat. If you're not keeping up with those expectations, you could be losing sales without even realizing it.
This article will show you how to use those insights to make your menu work smarter - not just look nicer. You'll learn how to design a menu that appeals to your guests, helps them spend a little more without feeling pressured, and keeps your food costs in check.
Decode What Diners Value Most
Before you can build a more profitable menu, you need to understand what your customers truly care about. It's easy to assume that low prices or fancy ingredients are the main drivers of choice, but Consumer Reports data often tells a different story.
In fact, studies show that taste, portion size, and consistency are the top three things diners care about most. People want meals that are flavorful, filling, and the same every time they visit. While price matters, it's not always about being the cheapest - it's about offering good value for what they're getting.
Another growing factor is dietary flexibility. More customers are looking for options that fit their lifestyle - like gluten-free, plant-based, or low-carb dishes. According to recent consumer research, over 1 in 3 diners now actively seek healthier or alternative menu options when dining out. If your menu doesn't reflect these trends, some guests may skip your restaurant altogether.
It's also important to understand what makes a customer come back. Repeat business is often tied to satisfaction, which is influenced not just by food but by clarity, service speed, and menu organization. A confusing or cluttered menu can actually reduce customer confidence and lower order value.
The takeaway is this - diners aren't just looking for a good meal - they're looking for a good experience. Use Consumer Reports insights to focus on the features that matter most to them, and you'll create a menu that not only pleases your guests but also supports your business goals.
Apply Insights to Menu Layout and Design
Once you know what your customers value, the next step is to design a menu that guides them toward choices that are both appealing and profitable. A well-organized menu doesn't just list dishes - it influences decisions. Studies have shown that a thoughtfully designed menu can increase sales by up to 15%, simply by making high-value items more noticeable and easier to choose.
1. Place Profitable Dishes in Prime Spots - Put your most profitable dishes where the eyes naturally go - typically the top right corner or center of the menu. Use bold text, boxes, or borders to draw attention to these areas. If Consumer Reports data shows that guests care most about mains and signature items, make those easy to find and visually stand out.
2. Avoid Menu Clutter - Don't overwhelm guests with too many options. Too much choice can confuse customers and lead them to pick cheaper or safer dishes.
3. Group Items Logically - Organize items into clear sections - starters, mains, sides, desserts - to help customers find what they want quickly.
4. Use Clear, Appealing Descriptions - Keep descriptions short and appetizing. Highlight what matters to customers, such as freshness or portion size, with words like "house-made," "hearty, or locally sourced."
5. Feature Limited-Time or Trendy Items - If Consumer Reports data shows a rise in popularity for certain flavors or diets - like spicy or plant-based dishes - rotate those in and give them prime placement on the menu.
By focusing on these five steps, you make it easier for guests to choose, increasing the chances they'll order higher-margin items and boosting your profits.
Align Pricing with Perceived Value
Pricing is one of the most important - and sometimes trickiest - parts of menu engineering. It's not just about covering your costs or matching competitors; it's about matching what your customers feel is fair and reasonable for the experience you offer. Consumer Reports consistently shows that customers judge price based on the overall value - which includes taste, portion size, and even the restaurant's reputation.
1. Understand Price Anchoring - People tend to compare prices on your menu relative to other items. Including a high-priced "anchor" dish can make other items feel more affordable in comparison. For example, if you have a premium steak priced high, a mid-range chicken dish might seem like a better deal, even if it's not cheap. Use this psychology to encourage customers to pick dishes that balance profitability and customer satisfaction.
2. Set Tiered Pricing Levels - Offering items at different price points gives guests options without overwhelming them. For example, include budget-friendly entrees alongside premium options. This caters to varying customer budgets and reduces the chance of sticker shock, which Consumer Reports finds to be a common reason diners avoid certain restaurants.
3. Avoid Rounding Prices to .99 Always - While pricing ending in .99 can sometimes attract attention, it may also suggest lower quality. Depending on your brand, it might be better to use whole numbers or even slightly higher prices that convey quality and confidence.
4. Be Transparent About Value - Use your menu descriptions to justify pricing. Highlight premium ingredients, larger portions, or chef's expertise to help diners see why a dish costs what it does. When customers understand the value, they are more willing to pay.
Aligning your prices with what customers perceive as fair improves satisfaction and increases your chances of making a sale - and a profit.
Use Consumer Preferences
Once you understand what your customers want and how they perceive value, it's important to focus your menu on items that bring in the best profit for your restaurant. Not all popular dishes are equally profitable, so using consumer insights can help you spotlight the right ones.
1. Identify High-Demand Categories - Consumer Reports often shows that diners care most about main courses and signature dishes. These are the items where you can have the biggest impact on both customer satisfaction and your bottom line. Focus your menu on these categories, ensuring you offer a strong variety of options that meet consumer preferences.
2. Highlight High-Margin Dishes - Look closely at your food costs and identify which dishes bring in the highest margin. Use your menu design, as discussed earlier, to draw attention to these items. By promoting dishes that are both popular and profitable, you can increase average check size without pushing customers toward expensive, low-margin items like plain sides or drinks.
3. Avoid Promoting Low-Margin Popular Items - Some items may be crowd-pleasers but bring little profit. It's tempting to feature these heavily, but doing so can eat into your profits. Instead, balance the menu so that these items complement higher-margin dishes, rather than overshadow them.
4. Encourage Strategic Upsells - Use consumer data to guide your upselling strategy. For example, if reports show diners like adding extras or sharing appetizers, offer bundles or combos that include high-margin sides or drinks. This increases total spend per customer while meeting their preferences.
By focusing on items that customers want and that also benefit your profits, you create a menu that supports your restaurant's financial health and guest satisfaction.
Refine Portion Sizes and Bundles
Portion size plays a big role in how customers perceive value - and it can directly affect your profits. According to Consumer Reports, many diners weigh whether a meal feels "hearty enough" or "too small" before deciding if it was worth the price. Getting portion sizes right helps build trust and encourages repeat visits.
1. Adjust Portions to Match Expectations - If diners frequently say portions feel too small, they may hesitate to order certain dishes or feel disappointed afterward. On the other hand, overly large portions can lead to waste and higher food costs. Use customer feedback and data to find a balance that satisfies hunger without sacrificing profitability.
2. Offer Bundles That Add Value - Bundling popular items together - like an entree with a side and drink - can increase perceived value and average check size. Consumer Reports shows that customers enjoy combos because they simplify decision-making and often feel like a better deal. Designing bundles around your high-margin items encourages guests to spend more without feeling pressured.
3. Create Flexible Portion Options - Consider offering different portion sizes, such as half or smaller plates, for guests with lighter appetites or those looking to try multiple dishes. This can also attract customers who want healthier or more varied options, which aligns with current consumer trends.
4. Use Descriptions to Set Expectations - Clear menu descriptions help manage portion expectations. For example, "Generous serving of hand-cut fries" or "Perfect for sharing" signals the size and purpose of a dish. When customers know what to expect, they're less likely to be surprised or dissatisfied.
By fine-tuning portion sizes and offering thoughtful bundles, you can better meet customer preferences, reduce waste, and improve your restaurant's profitability.
Eliminate Low-Performing, Low-Impact Items
A cluttered menu can confuse customers and slow down their ordering decisions, which often leads to lower sales or simpler, less profitable choices. Consumer Reports data frequently shows that diners prefer menus that are clear and easy to navigate, with a well-curated selection rather than an overwhelming number of options.
It's important to regularly review your menu and identify dishes that consistently receive low satisfaction scores or that rarely get ordered. These low-performing items not only take up valuable space on your menu but also add complexity in the kitchen, increasing labor costs and the risk of mistakes. Removing them can simplify operations and improve efficiency, ultimately helping your bottom line.
Deciding which items to cut should be based on both customer feedback and your own cost analysis. If a dish doesn't contribute much to profit and isn't a customer favorite, it's often better to let it go. This doesn't mean losing variety - instead, it's about focusing on quality over quantity, offering a tighter menu that highlights your best and most profitable dishes.
A streamlined menu also helps your staff become experts on fewer items, improving the quality and speed of service. Additionally, customers appreciate a menu that feels thoughtfully crafted rather than overloaded.
Monitor, Adapt, and Stay Aligned
Building a profitable menu isn't a one-time task - it requires ongoing attention and adjustment. Consumer preferences evolve, new dining trends emerge, and what works today might not work tomorrow. That's why it's essential to regularly monitor customer feedback, review updated Consumer Reports data, and stay flexible in your menu strategy.
Use surveys, online reviews, and sales data to spot shifts in what your guests want. Small changes, like tweaking portion sizes or introducing new ingredients, can have a big impact if they align with your customers' evolving tastes. Testing changes gradually before rolling out major updates helps minimize risk and keeps your menu fresh and relevant.
To make this process easier, consider tools that provide real-time insights into sales, labor, and customer trends. Platforms like Altametrics specialize in restaurant analytics designed to help you understand your business at a deeper level. With data-driven dashboards and easy-to-use reports, Altametrics can empower you to track menu performance, optimize pricing, and improve operational efficiency - all in one place. Click "Schedule a Demo" below to learn more about Altametrics.
Staying connected to your customers through data is the key to a menu that not only delights guests but also drives profitability. Start using consumer insights today, and watch your menu - and your restaurant - thrive.
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Frequently Asked Questions
What are some common pricing mistakes to avoid?
Avoid underpricing popular dishes just to compete, using inconsistent pricing across categories, or failing to adjust prices with inflation or ingredient cost changes. These can erode your profit over time.
How can I find out what my customers value the most?
You can look at Consumer Reports data, customer reviews, comment cards, or run your own simple surveys. Focus on consistent themes like value for money, menu variety, or freshness.
What is the best way to design a profitable menu layout?
Place high-margin items in visually prominent spots (top right or center), use clear sections, and avoid clutter. Highlight best-sellers or signature dishes using boxes, borders, or special icons.
How do I decide which items to promote on my menu?
Promote dishes that are both high-margin and aligned with customer preferences. Use menu design tools - like callout boxes or chef's recommendations - to draw attention to these items.
