After receiving customer complaints on how their previous menu had “too many choices and too much text,” IHOP completely redesigned the menu’s look. The revamped spread resulted in a 3.6 percent increase in store sales, according to Bloomberg, and throws out the daunting wall of text for a more visual look.
The video below breaks down exactly how the restaurant chain’s redesign appeals to the visual cues of diners, from the addition of color-coded categories to an increase in vibrant photos. The visual-friendly layout makes it easier for patrons to navigate through their options, thus creating more opportunities for them to order more food. In other words, IHOP just created the menu version of a Charles Dickens picture book.