Fonts are silent storytellers. They set the tone, evoke emotions, and communicate the restaurant’s personality before you even read a word. Fonts don’t just change how menus look—they change how the guest imagines the food will taste.
A dish described in a flowing script font feels refined, while the same dish in a bold, plain font might seem… ordinary or bland. Fonts create expectations, tap into our subconscious and have a powerful influence on how we experience the meal.
Research backs this up. For example, elegant fonts elevate our expectations of quality. Picture a menu that says “Velvety Chocolate Mousse” in delicate script. Now imagine the same phrase in plain sans-serif. The first one makes you dream of indulgence; the second one… not so much.
On the flip side, bold and minimalist fonts work perfectly for straightforward, no-fuss food. That’s why they’re common at fast-casual places. They promise efficiency and simplicity—and deliver just that. One is not better than the other. The key is that the guest gets what they expect.
Fonts also carry cultural weight. A French bistro might use elegant serif fonts to evoke Parisian charm, while a family-owned Italian trattoria leans into rustic, hand-drawn styles for authenticity. And context matters: a beachfront café uses breezy, whimsical fonts to reflect its laid-back vibe, while a steakhouse might opt for bold, strong typefaces to match its robust menu.
The menu font can also affect how much diners are willing to pay. Intricate or elegant fonts make dishes seem more premium. Compare “Herb-Crusted Lamb Chops” in sleek serif to “Lamb Chops” in plain sans-serif. Same dish, different vibe. It's a subtle difference with a big difference in expectation.
Dr. Melissa Hughes is a keynote speaker, author, and self-proclaimed neuroscience geek. She is the author of Happy Hour with Einstein, and Happier Hour with Einstein: Another Round. Dr. Hughes combines extensive research in neuroscience, behavioral science, and psychology to help restaurateurs and hoteliers apply science to create exceptional guest experiences.
Learn more at MelissaHughes.rocks.