The information shown first may differ by menu item. Operators should determine whether a photo alone creates a desire to order or whether an item’s distinctive value becomes clear only after customers read its description. The sequence of information on printed menus and digital ordering screens should therefore reflect the characteristics of each item.
Key Conclusion
Director Kang Jong-heon’s assessment: The order of photos and descriptions should be based on why customers choose an item, not on design preferences. Show the photo first when visual appeal directly influences the ordering decision. Present the description first when customers need to understand the ingredients, cooking method, or differences in flavor before recognizing the item’s value.
The registered source book Why Does That Store Thrive? Run Your Business with Psychology, PART 1 distinguishes between photo-first and text-first strategies. The key is to vary the sequence according to each menu item’s role rather than applying one format to every item.
Why the Order Should Differ
Displaying photos first can create an appetizing impression. However, the distinctive value of items defined by their ingredients or cooking methods may be overlooked. Conversely, leading with a long description can make it difficult for customers to imagine the food’s appearance, portion size, and texture.
Perspective of the registered source book: The information customers encounter first can influence their subsequent impressions and basis for comparison. The book explains this in terms of the primacy effect. Operators should check whether the first photo or sentence communicates an important reason for choosing the item.
Applications Suggested by the Source Material
The materials provided for this article do not include individual stores’ menus, ordering screens, or customer response data. The actual effect of the arrangement on orders requires further verification.
The registered source book recommends a photo-first format for new items and items for which visual appeal is important. It also recommends this approach for customers with limited familiarity with the menu. A description-first format is suggested for high-priced items and those that require storytelling. Items whose value is judged by their ingredients and cooking methods are also candidates for a description-first approach. This reflects the book’s practical perspective and is not a definitive standard that applies to every store.
Director Kang Jong-heon’s Decision Criteria
Are the Item’s Distinctive Features Visible in the Photo?
Consider a photo-first approach when visible elements such as size, composition, texture, and toppings are central to the item. One option is to arrange a large photo first, followed by the menu name and price, with sufficient white space around them.
Does the Customer Need the Description to Understand the Value?
Consider a description-first approach when the ingredients, preparation process, and flavor characteristics help customers understand the price. Apply the same criterion when the item’s background is important to assessing its value. The registered source book recommends arranging the menu name, description, photo, and price in that order. The description should focus on the item’s core value.
Does the First Information Convey a Reason to Choose?
If the photo comes first, it should show how the food is actually served and reveal its main appeal. If the description comes first, it should do more than list ingredients. It should clearly communicate the flavor and experience customers can expect. Operators should also check whether the first information shown is consistent with the brand identity.
Implementation Sequence
- Classify each item’s role. Divide items into signature dishes, new items, premium items, and supporting items.
- Write down the reason for choosing each item. Determine whether customers are likely to choose it after seeing the photo or after understanding the description.
- Create layout options. Place the photo first when visual appeal is central. Place the description first when written information is necessary.
- Separate the sections. When using both approaches, divide menu groups to reduce conflicts in the reading flow.
- Compare the results. Review the item’s share of orders together with the average transaction value and kitchen preparation time.
Photos first create the desire to eat, while descriptions first present a reason to choose. What comes first depends on the persuasive task the menu item needs to accomplish.
Exceptions and Precautions
- If a photo is excessively styled compared with the actual food, customer expectations may not match the dining experience.
- Even for premium items, a photo-first option should also be tested when appearance is the core value.
- Long descriptions for description-first items can reduce readability on ordering screens.
- If many customers have difficulty understanding written descriptions, images and clear menu names may be more important.
- Specific menu classification criteria and actual effects on customer choice require store-level verification.
Layout Testing and Review Items
The registered source book recommends an experiment that alternates between the current and new layouts for comparison. The standard presented in the book is a three-week test cycle. Operators should further determine whether this period is appropriate for the store’s customer visit cycle and sales volume.
During the test, record not only the share of orders but also the average transaction value and preparation time. Even if more customers select an item, it may be difficult to adopt the layout as the standard if it causes kitchen delays or increases the burden associated with ingredients. Apply only arrangements that repeatedly demonstrate positive results. Review them again when seasons, ingredient availability, or the menu changes.