Eye-Tracker Study Shows How We Read Menus (IMAGE) San Francisco State University Caption Diagram showing how we read restaurant menus, based on a new eye-tracker study by San Francisco State University Professor Sybil Yang. The research found that customers tend to read a restaurant menu sequentially like a book. These findings challenge years of conventional wisdom in the restaurant industry, which until now, proposed a more complex scan path with a "sweet spot" above the center of the right hand page -- an area where customers are thought to look the longest and gaze most frequently. Yang's results found no evidence of menu sweet spots. Credit Courtesy of <I>International Journal of Hospitality Management</I> Usage Restrictions None License Licensed content Disclaimer: AAAS and EurekAlert! are not responsible for the accuracy of news releases posted to EurekAlert! by contributing institutions or for the use of any information through the EurekAlert system.