Assumed Pattern of How We Read Menus (image) San Francisco State University Share Print E-Mail 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 Usage Restrictions None Share Print E-Mail 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.