Where do eyes first look on a restaurant menu?

Capturing the attention of your customers is vitally important and is the foundational principle of menu engineering. 

In the chart below, you will see the direction of how an average customer reads the menu. Their eyes hit #1 and then flow throughout the menu. This is the reason why most restaurants place their entrees, or most profitable items in the middle of the right-hand side page. This practice is done intentionally to capture the eyes of their customers and promote profitable items. ​