Why Less is More: The Power of Simplicity in Restaurant Menus

When it comes to restaurant menus, many owners assume that more is better. More options, more cuisines, more add-ons, surely that means more customers, right? In reality, the opposite is often true. Too much choice can overwhelm diners, dilute your brand, and even hurt your bottom line.

Let’s explore why simplifying your menu can actually attract more customers, and what one small gelateria in Turin, Italy, can teach us about the art of focus.

The Paradox of Choice in Dining

Psychologists call it the “paradox of choice”: the more options people have, the harder it becomes to decide and the less satisfied they often feel afterwards.

When diners open a very lengthy menu, they’re forced into decision fatigue. Instead of excitement, they feel stress: Should I pick the pasta, the burger, or the curry? What if I regret it later?

This overload can push customers away. Instead of celebrating what you’re known for, you risk being remembered as “the place with too much going on.”

Why Fewer Options Work Better

Menus with less variety have several advantages:

• Clarity of identity – Guests immediately understand what you specialize in.
• Better quality – Fewer dishes mean more consistency and mastery.
• Operational efficiency – Simplified inventory and faster preparation lower costs.
• Stronger brand story – Customers remember a signature dish.

The Biraghi Example: One Flavor, Endless Customers

In Turin (Italy), the Biraghi company created a sensation with something astonishingly simple: an ice cream shop that served just one flavor: milk.

No chocolate, no pistachio, no twenty exotic combinations. Just pure milk gelato, made exceptionally well.

The result? Long queues of curious and delighted customers. The extreme simplicity became its point of attraction. Instead of competing on variety, Biraghi competed on focus, quality, and the power of a bold concept.

How to Apply This to Your Menu

You don’t need to go as far as offering only one dish, but you can apply the same principle:

• Define your signature – What dish represents your brand? Highlight it.
• Reduce the excess – Remove dishes that are rarely ordered or don’t fit your story.
• Curate with confidence – A customized menu that feels intentional, not random.
• Use scarcity as a strength – Limited options can create anticipation and exclusivity.

Final Thoughts

A shorter menu isn’t a weakness, it’s rather a statement. It tells customers you have the courage to focus on what you do best. Just as Biraghi proved in Turin, people don’t flock to abundance; they flock to excellence.

In today’s dining world, where attention is scarce and experiences matter, the winning recipe is simple: less choice, more impact.