Assumed Pattern of How We Read Menus (IMAGE)
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 <I>International Journal of Hospitality Management</I>
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