Contact: Elaine Bible
San Francisco State University
Caption: Diagram showing the pattern of reading a restaurant menu that was thought to be the industry standard in the restaurant business. This scan path implicates a "sweet spot" just above the center of the right hand page, where it's believed that customers look the longest and gaze most frequently. A new eye-tracker study by San Francisco State University Professor Sybil Yang challenges this conventional wisdom and finds that customers read a menu sequentially like a book. Her results found no evidence of menu sweet spots.
Credit: Courtesy of International Journal of Hospitality Management
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Related news release: Do menu 'sweet spots' really exist?