9. On a two-page menu, most people will first look just above center on the right page. Next, people look at the first and last items on the list. Loading these areas with your highest profit-margin foods is a dastardly trick, but putting the best dishes in these spots will fool the patrons into really enjoying their meals.
10. Restaurants factor in costs of free items like bread, butter, ketchup, and fortune cookies. A savvy restaurateur will add $.05 for that fancy ramekin of ketchup.
11. A healthy rule of thumb for a balanced menu is 10 apps, 10 mains, and six desserts, with at least one vegetarian app and entree.