Less Is More: How a Limited Menu Can Boost Quality, Revenue and Ambiance

Dining options are virtually limitless, and it’s just plain overwhelming. Establishments are beefing up their menus to combat the slew of casual, upscale, and trendy newcomers flooding the restaurant industry.

But catering to every taste can backfire. This eager-to-please menu style forces restaurants to spread themselves thin and burdens guests.

Businesses spend too much money on ingredients that go to waste while forcing kitchen staff and servers to do and know too much at once, hoping to cover every craving imaginable. In this scenario, quality is sacrificed for quantity.

The “Cheesecake-Factory-like” conditions force many guests to:

• feel confused when choosing what to eat
• ask more questions and take longer to order
• have buyer’s remorse when they stumble upon a “better” dish
• change their minds and reorder
• eat a below-average meal produced by an overwhelmed kitchen
• wallow in disappointment

We’ve strayed far from the communal midday meal and simple supper club offerings. It’s time to end the menu novella.

A variety-packed approach may have been impressive at one point. But now that a large number of diners can get whatever they want, whenever they want, restaurants need to simplify.

The power of simplicity

Offering a limited menu might seem counterintuitive. However, many successful restaurants nationwide embrace the “less is more” philosophy, proving that a streamlined menu can enhance the dining experience and drive profitability.

By focusing on fewer, high-quality dishes, restaurants can reduce costs, simplify operations, and ultimately create a more engaging and enjoyable experience for their guests.

Restaurants with limited menus are experiencing impressive success by honing their offerings. For instance, Eleven Madison Park in New York City, known for its sophisticated dining, operates with a seasonal tasting menu focusing on a curated selection of dishes. The catch? They’re entirely plant-based.

Industry insiders first heavily criticized the bold decision to limit its menu to plants. However, the focused approach paid off, earning Chef Daniel Humm accolades and allowing the restaurant to perfect each menu item.

On the other end of the dining spectrum, In-N-Out Burger has achieved iconic status and widespread popularity with its famously pared-down menu of burgers, fries, and shakes. It also (quietly) boasts a not-so-secret menu that repurposes the same ingredients in different forms – you can only enjoy “Animal Style” if you already know about it.

When restaurants narrow their focus, they can concentrate on sourcing the best ingredients and perfecting recipes. This simplification process also enhances the ordering experience for guests.

Decisions can breed stress

Psychological research supports the concept that fewer choices can lead to greater satisfaction.

Barry Schwartz’s book The Paradox of Choice argues that an overabundance of options can lead to decision paralysis, where consumers become exhausted from choosing and ultimately less satisfied with their choices.

According to Schwartz, fewer options can reduce anxiety and lead to higher levels of contentment with the chosen meal.

Harvard Medical School agrees: Citing a study from the University of Minnesota, Harvard found that consumers can focus better and make decisions quickly when faced with fewer choices. This phenomenon, known as the “choice overload effect,” suggests that less choice can reduce stress and improve overall dining satisfaction.

A limited menu simplifies decision-making and, simply put, leaves guests feeling more satisfied with whatever they order.

Staying efficient, saving on cost

A streamlined menu benefits guests and provides significant operational advantages. Fewer items mean fewer ingredients to manage, reducing inventory costs and waste.

For instance, Joe Beef in Montreal has a limited menu that changes nearly every dinner service. The French-casual bistro only serves what is available to buy from Montreal’s Atwater Market and other local suppliers. This approach allows them to maintain a tight inventory, reduce spoilage, and ensure that ingredients are at their peak freshness. Joe Beef’s “Cookbooks of Sorts” celebrate their namesake’s humble beginnings as a tavern owner serving lower-class laborers.

Taking a cue from this Montreal gem, a simplified menu can streamline kitchen operations. With fewer dishes to prepare, kitchen staff can focus on perfecting their techniques and ensuring consistency.

Higher-quality food goes hand in hand with inspired service. A limited menu promotes exclusivity that guests will clamor to not miss out on.

Increasing focus on experience

When a restaurant narrows its menu, it frees up resources to enhance other aspects of the dining experience.

With less time spent preparing a wide range of dishes, staff can devote more attention to the presentation of each dish. This focus on quality can significantly boost the restaurant’s reputation and attract more discerning diners. It also gives servers a sense of pride and purpose as they can dive deep into their focused food mission.

Filling a specific culinary niche can make the dining experience more memorable and enjoyable for guests.

By offering a limited menu, restaurants can streamline operations, reduce costs, and deliver a more focused, high-quality dining experience. This approach not only simplifies the decision-making process for diners but also allows restaurants to concentrate on perfecting their offerings and creating a memorable atmosphere.