4. If prices are in a column, it will result in price shopping. Stagger them three spaces from the last letter of the menu description without any dots or dashes to draw the customer's attention away from the fact that they're paying $20 for roast chicken.
5. A dessert menu should always include the five C's: citrus, coffee, caramel, chocolate, cheesecake.
6. Desserts shouldn't be on the main menu. If they see an eye-catching dessert at the beginning of the meal, they'll often skip an appetizer. Savvy restaurateurs know to surprise the diner with a dessert menu after the main course in order to bask in the profits of both appetizer and dessert sales.