In restaurant menu design, it’s easy to believe that more choice means more customers. More dishes, more cuisines, more add-ons — surely that should increase sales. However, in 2025, the opposite is proving true.
Simple restaurant menus are outperforming complex ones. Too many options overwhelm diners, weaken brand identity, and reduce operational efficiency. By focusing on fewer, better dishes, restaurants can improve both customer experience and profitability.
The Paradox of Choice in Restaurant Menus
Psychologists describe this phenomenon as the paradox of choice: when people are given too many options, decision-making becomes harder and satisfaction decreases.
When diners face a long, unfocused menu, they experience decision fatigue. Instead of feeling excited, they feel stressed: pasta, burger, curry — what’s the right choice? This mental overload often leads to frustration or indecision.
In menu optimisation, clarity matters. Restaurants that try to offer everything often end up being remembered for nothing in particular.
Why Fewer Menu Items Perform Better
Reducing the number of menu items creates clear advantages:
- Stronger restaurant identity – Guests immediately understand what you specialise in
- Higher food quality – Fewer dishes allow better consistency and execution
- Operational efficiency – Simplified inventory and faster preparation reduce costs
- Memorable signature dishes – Customers remember what makes you unique
A focused menu doesn’t limit creativity — it amplifies it.
The Biraghi Example: Extreme Simplicity, Maximum Impact
In Turin, Italy, the Biraghi company proved the power of menu simplicity with an extraordinary idea: a gelateria offering just one flavour — milk.
No chocolate, no pistachio, no long list of variations. Just perfectly made milk gelato.
The result was remarkable. Long queues formed daily, driven by curiosity and quality. By focusing on one product and executing it exceptionally well, Biraghi turned simplicity into its strongest marketing tool.
How to Apply Menu Simplicity to Your Restaurant
You don’t need to offer only one dish to benefit from this approach. Instead, apply these menu optimisation principles:
- Define your signature dish – Highlight what best represents your brand
- Remove low-performing items – Eliminate dishes that don’t sell or fit your story
- Curate intentionally – A menu should feel designed, not random
- Use scarcity strategically – Limited choices create desire and confidence
This approach aligns perfectly with modern dining expectations: clarity, quality, and purpose.
Final Thoughts: Less Choice, More Impact
A shorter menu is not a weakness — it’s a statement of confidence. It shows that a restaurant understands its strengths and focuses on what it does best.
As the Biraghi example shows, customers don’t flock to abundance. They flock to excellence.
In a dining landscape where attention is limited and experiences matter more than ever, the winning formula is clear: less choice, more impact.