1. Place your most profitable items in the hot spot.
2. Place desirable items in the first position of each column.
3. Highlight items with a reduced logo or asterisk.
4. Personalize items with special names.
5. Put a box around items or offset them another way for an easy and automatic way to up sell.
6. Be colorful. Color adds emphasis and attracts attention.
7. Draw attention to menu offerings with photos.
8. Up sell by giving a detailed description of an item. Down sell by using little or no copy.
9. Place your least profitable items at the end of a column or somewhere in the middle where they are likely to get overlooked.
10. Never do a price list. Always list your price (without a dollar sign) AFTER the item description.
11. Put a really expensive item on the menu to encourage customers to order a high-margin, somewhat less costly item that's similar.
12. Find the most profitable areas of your menu and expand upon them. Give them more emphasis and space.
13. Place favorable quotes from restaurant reviews in your menu. And announce any award winning recipes.
14. If you're using a recognized brand name product, let your customers know, they'll appreciate the quality!

Typical eye travel for a six-page menu (inside spread)