Digital menu screens change how people decide what to buy. Not because screens are “modern”, but because they interact with human decision-making biases: attention, anchoring, salience and social proof. When designed intentionally, digital menus increase average order value and reduce decision friction. When designed poorly, they become expensive TV screens.
Attention bias: motion beats static
Humans are wired to notice motion. Subtle animation on a digital menu (e.g., a slow highlight on a high-margin item) draws the eye without feeling like advertising. Static boards don’t have this advantage.
- Use restrained motion to guide attention to profitable items.
- Avoid constant movement that turns the screen into noise.
- Rotate emphasis every 10–20 seconds.
Price anchoring: making mid-tier feel “reasonable”
People judge prices relative to what they see first. Showing a premium option prominently makes mid-tier items feel like better value.
- Lead with a premium version of a product.
- Position the “most profitable” option next to the premium anchor.
- Avoid leading with your cheapest item.
Choice architecture: fewer options, higher spend
More choice does not equal better choice. Digital menus let you structure choice by context: fast picks during peak hours, full menus during quieter periods.
- Create a “Top Picks” panel with 6–10 items.
- Group bundles visually to simplify decisions.
- Hide low-margin items during peak throughput periods.
Social proof: what others buy shapes what you buy
Labels like “Most popular”, “Customer favourite” and “Staff pick” materially change behaviour. Digital menus allow these labels to be tested and rotated based on performance.
- Use social proof sparingly and truthfully.
- Rotate proof to avoid fatigue.
- Pair proof with imagery for maximum effect.
Salience & visual priming: showing value, not listing it
Images create expectation. Showing texture, temperature, and portion size increases perceived value more than text descriptions.
- Use close-ups for signature items.
- Keep backgrounds clean to avoid visual clutter.
- Ensure colour accuracy (bad photos reduce trust).
Timing effects: when offers convert best
The same offer converts differently by time of day. Digital menus let you time messages to customer context:
- Morning: speed, bundles, caffeine-first messaging.
- Lunchtime: fast picks, queue-friendly options.
- Evenings: indulgence framing, premium upgrades.
Design mistakes that suppress spend
- Too many items per screen (analysis paralysis).
- Tiny text (forces customers to ask staff instead of upgrading).
- Constant animation (visual fatigue).
- No hierarchy (everything looks equally important).
How to implement this without overcomplicating it
- Start with one conversion goal (e.g., upsell hot drinks).
- Create two screen layouts: peak vs off-peak.
- Rotate one element per week and observe impact.
- Keep content templated so updates are operationally cheap.
Want digital menu screens that actually increase spend?
Turbo Digital designs and manages digital menu systems for cafés and hospitality businesses — including content structure, screen placement, remote updates and ongoing optimisation. If your menus look good but aren’t driving spend, we can fix that.
Request a Digital Menu Optimisation Review