Designing Drink Menus That Sell: Benjamin Tushaus

In the world of food and beverage, presentation and strategy are just as important as flavor. While crafting the perfect cocktail or curating a list of wines takes skill and knowledge, designing a drink menu that truly sells is an art of its own. Industry professionals, like Benjamin M. Tushaus, have shown that a well-constructed drink menu not only enhances the guest experience but also drives profits and brand loyalty. So, what makes a drink menu successful? Let’s dive into the elements of a drink menu that actually boosts sales and keeps customers coming back.

The Psychology Behind Menu Design

Great menus don’t just happen—they are built on strategy and consumer psychology. When a customer looks at a drink menu, they are often seeking guidance. A thoughtfully designed menu gently leads them toward the most profitable or signature options without them even realizing it.

Using visual cues such as boxes, bold text, and limited-time offerings can help highlight high-margin items. According to menu design experts like Benjamin M. Tushaus, subtle touches such as using sensory words ("smoky", "refreshing", "velvety") and well-placed pricing (avoiding the use of dollar signs) can influence customer behavior significantly.

Keep It Simple, Yet Strategic

One of the biggest mistakes many establishments make is overwhelming customers with too many choices. Studies show that when faced with too many options, customers can experience decision fatigue, which often results in defaulting to the cheapest or most familiar item.

A successful drink menu keeps the selection curated and focused. Instead of listing every beer available, highlight a few unique or craft options that represent your brand. Create sections that help guide choices: "Signature Cocktails", "Seasonal Favorites", "Local Brews", or "Zero Proof". Each section should have no more than 4–6 options to keep the selection manageable.

Benjamin M. Tushaus emphasizes that quality always trumps quantity. Offering a smaller selection of well-thought-out drinks also helps your staff become more confident in recommending items, which enhances the overall guest experience.

Prioritize Visual Appeal

Visual appeal is crucial. A beautiful menu makes a strong first impression. Use high-resolution images sparingly to avoid clutter, and opt for clean, modern typography. Menus should reflect the brand’s identity—whether that’s elegant and upscale, fun and quirky, or relaxed and casual.

Color schemes should align with your establishment’s ambiance. Highlight special or seasonal items with borders or icons (like a small leaf for a summer special or a snowflake for a winter warmer). Thoughtful design keeps customers engaged longer, increasing the chance they’ll try something new or indulgent.

Pricing with Purpose

Menu pricing requires a delicate balance. Price too high and you risk turning customers away; price too low and you leave money on the table. The trick is to price with perceived value in mind. A $14 cocktail might seem reasonable if it includes premium spirits, handcrafted ingredients, and a stunning presentation.

Menu engineer Benjamin M. Tushaus recommends using strategic pricing cues. For instance, avoid aligning all prices on the right, which encourages customers to scan for the cheapest option. Instead, embed prices within descriptions, minimizing price-driven choices and encouraging value-driven decisions.

Also, consider offering tiered pricing. For example, create a premium category with exclusive cocktails that justify a higher price point through presentation or storytelling.

Leverage Descriptions and Storytelling

Every drink has a story—whether it’s the origin of the spirits used, a local ingredient, or the inspiration behind the name. Great menus make use of these stories in their descriptions. Rather than listing ingredients, describe the experience. Instead of “Rum, Lime, Mint, Soda”, say “A refreshing blend of Caribbean rum, freshly muddled mint, and a splash of citrus, perfect for cooling off after a long day.”

These narrative elements not only make drinks sound more appealing but also create emotional engagement. Guests are more likely to remember—and reorder—drinks that made an impression through storytelling.

Staff Training Complements Menu Design

Even the best-designed menu falls short without well-trained staff to back it up. Your team should know the menu inside and out. This includes being able to explain ingredients, suggest pairings, and make confident recommendations. Consider holding regular tastings so the team can speak authentically about each item.

Benjamin M. Tushaus often highlights that the synergy between menu design and staff engagement is critical. When staff can guide customers based on their preferences, upsell thoughtfully, and tell the story behind each drink, the menu becomes a powerful sales tool.

Evolving with the Seasons

Don’t let your drink menu get stale. Seasonal updates keep the menu exciting and relevant. Rotating in seasonal ingredients and themed specials not only appeals to regulars but also creates a sense of urgency to try something before it's gone.

A dynamic menu shows that your brand is paying attention to trends, seasons, and customer feedback. This also gives you opportunities to experiment and test new items before making them permanent additions.

Conclusion

Designing drink menus that sell involves more than a list of beverages—it’s about creating an experience. With thoughtful layout, compelling descriptions, strategic pricing, and continuous refinement, you can turn your drink menu into one of your establishment’s most powerful marketing tools.

As Benjamin M. Tushaus and other industry leaders have demonstrated, successful menus are equal parts creativity, psychology, and strategy. By investing in the design of your drink menu, you're not just selling beverages—you're enhancing your brand, increasing revenue, and delivering memorable moments one sip at a time.