Menu Engineering, commonly called Menu Psychology, is the way you organise and design your menu to have an impact on your customers' choices. Some people are sceptical about it, but certainly there is no harm to use some of the ideas. It might actually help to increase your income by subconsciously encouraging customers to buy what you want them to.
Below I listed only some of the main points:
1. Draw attention to profitable items or your specialities by putting them in boxes.
2. Remember that red and orange make your customers hungry.
3. A no-no to blurred pictures and fuzzy logos! You instantly put your client off from ordering from you. Making a bad impression about own business is never a good idea.
4. Describe your dishes by using positive and mouthwatering words as delicious, fresh, tasteful, yummy, juicy, crunchy etc. Try to characterize taste, aroma and flavour of your food. Appeal to all senses!
5. Place your most profitable dishes on a first or last position within the category.
6. When it comes to pricing, did you know that presence of pound sterling sign in your menu may cause customers to spend less? Keep it simple. Instead of £3.50 just put 3.50 next to your product.
If you want to find out more see this article in Guardian, or google 'Menu Psychology' for more info.
Additionally, take a look around YouTube.
If you have a restaurant consider multi-sensual marketing. As name suggests, it is a product marketing that appeals to all senses. Smell, touch, taste, and sound have a tremendous impact on how consumers purchase and experience products. For example coffee shops smell of freshly grated coffee, bars play jazz to sell more wine. You know your clientèle and your business, so take a moment and think how you can stimulate their senses and make them feel comfortable in your environment.