Turn menu psychology into higher-margin choices.
Improve your margins and enhance your quest experience by boosting plant rich choices — without changing a single recipe.
No kitchen changes · No sustainability messaging · Just smarter design
What is Smart Menu Design?
Smart Menu Design helps restaurants, hotels, 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.
Our clients see a 30–60% increase in plant-based sales and 6–12% higher gross margins 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, framing and positioning.
Attractive Menu Design
Modern, appetising menu design that makes plant-forward dishes feel desirable — not dutiful.
Improved Guest Experience
A smoother guest experience through intuitive design, to help guests choose what they most like.
Minimal Operational Impact
Menu optimisation without changing recipes, workflows or staff routines.
Choose your path
Three flexible options to boost your menu profitability.
Fixed-Fee Menu Consultation
Fixed price · Proven menu optimisation · Ideal for restaurants, hotels, lunchrooms
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, hotels, lunchrooms
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.
Proven impact
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 raise gross margin 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.
The people behind Smart Menu Design
A small expert team working at the intersection of behavioural science, hospitality and design.
Rosanne Hakfoort
Founder & Behavioural Strategist
Jonathan Sander
Sales & Partnerships
