• What to put on the first screen of the catalog so orders go up — Guests do not read the whole list. They read the first screen. What sits on top lands in the basket. The rest is browsed by luck.
• Cover and service fees: show them early, so they are not a surprise — Bread and water are not free if they land on the total with no line. Clarity prevents a fight more than a discount does.
• Sizes and extras: how guests add on without getting lost — A long extras list reads like homework. Two clear choices read like an order. The difference shows in the average ticket.
• VAT on the menu: do not surprise the guest at the last step — If the number on the card is not the number they pay, trust drops faster than margin rises.