Smart Menu Design
Better choices by design.“A highly impressive and innovative solution to a critical global challenge - rooted in behavioural science and ready for application.” - Thomas Funke, Founder @ Tomorrow UniversityGrow profits. Delight customers. Reduce your footprint.
Behavioural science meets menu strategy - helping food businesses sell more plant-rich, high-margin meals (without ever saying “sustainable”).
What is Smart Menu Design?
Smart Menu Design is a behavioral science-based service that helps restaurants, caterers, and food platforms optimize how food choices are presented - using proven interventions like naming, positioning, and storytelling.It’s not about changing what you offer - it’s about changing how you offer it. Small menu tweaks, big shifts in customer behaviour.Developed as part of an MBA research project, tested with real users, and now running pilots across Europe.
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 plant-rich meals the most attractive ones through micro-storytelling and smart design.You get:✓ Higher sales of plant-rich, high-margin items✓ Sustainability impact - without the sustainability lecture✓ A smoother guest experience through intuitive, empowering design✓ Science-backed guidance, tailored to your brand✓ No tech, no kitchen changes, no friction.
How it works
From behavioral science to menu impact — in 4 steps:1. Scan
We analyze your current menu for sustainability and behavioral design opportunities.2. Advise
Get tailored suggestions — from naming to layout and sensory cues.3. Optimize
Implement the changes you like, with or without our support.4. Track
See results in dish performance, margins, and plant-forward choices.
