Updated: October 6 2025
Not long ago, knowing whether your new “spicy chicken taco” would perform better than “smoky chipotle glaze taco” would only be possible after launch.
But today, menu testing platforms allow you simulate real consumer choice, test variations, and predict your success way before your menu items hit the restaurants.
In this post, we’ll explain what good menu testing looks like, how to evaluate a tool, and our top picks for 2025.
What Is Menu Testing?
Menu testing is a research approach which assesses the appeal, pricing, and profitability of menu items to optimize a restaurant’s offerings before a full launch. The goal of menu testing is to capture consumer feedback about the menu item or the full menu before launch.
You can use menu testing in phases:
- Menu item screening — narrow a long list of possible menu items, names, or descriptions.
- Refinement / optimization — with a shortlist, vary price, image, layout, or description wording to see what combination yields higher “choice share.”
- Layout & visual testing — test menu designs, ordering, grouping, highlights (callouts, icons), and see whether things like heatmaps or attention metrics differ.
A good menu testing tool helps you move from intuition to data-based decisions.
Benefits of Using a Menu Testing Platform
A dedicated menu testing platform helps brands go beyond assumptions and gut instinct. Here’s how the best tools add value:
- Predict what will sellMenu testing platforms can simulate real decision-making, helping you identify which items or item combinations are most likely to be ordered.
- Optimize pricing and descriptionsSee how small changes affect preference and purchase intent.
- Reduce launch riskTest menu items before investing in signage, kitchen prep, or supply chain shifts. This minimizes wasted effort on underperforming ideas.
The right platform turns menu innovation from a guessing game into a repeatable, data-driven process.
Read more: The benefits of using a menu testing solution
5 Best Menu Testing Platforms (2025)
1. Upsiide (by Dig Insights)
- Best for: Full‑stack menu / innovation testing with behavioral decision modeling
- What it is: Upsiide is Dig Insights’ proprietary claims and concept testing platform, built to mimic how consumers make real-life decisions. It combines behavioral science with AI to help brands identify which menu items drive true preference.
- What makes it different: Upsiide doesn’t just tell you what menu items people like. It predicts which ones will actually perform best in the market. Its patented Idea Score can forecast share of choice, source of volume, and even potential cannibalization. The swipe-based interface makes surveys feel natural, boosting engagement and data quality.
- Key use cases: Menu testing, concept testing, claims testing, ad and pack testing, flavor and scent messaging, AI-powered idea screening and analysis
- Why it works: Unlike traditional surveys, Upsiide uses trade-off techniques and visual dashboards to identify what they’d choose. Built-in quality controls, fast turnaround times, and expert consultation make it ideal for agile, predictive claims research.
2. Quantilope
- Best for: Deep methodology + advanced analysis on menu variables
- What it is: Quantilope is a consumer insights / research automation platform that offers many advanced methodologies (Conjoint, MaxDiff, implicit testing, etc.) to test price sensitivity and tradeoff among menu items.
3. Qualtrics / Forsta (Decipher integration)
Best for: Flexibility + visual design testing + integration with CX / enterprise systems
What it is: Qualtrics (and its associated tools like Forsta / Decipher) is a general insights / experience management platform, but it is highly flexible and powerful for testing menu items.
4. Methodify
Best for: High‑volume testing, standardization, and embedded surveys
What it is: Methodify is a research automation platform that allows you to run agile, repeatable studies with validated templates. It’s used often for concept / message testing etc., but can be adapted for menu testing tasks.
5. Suzy
Best for: Fast feedback with both quantitative + qualitative probing
What it is: Suzy is a hybrid consumer insights platform that lets you combine survey tasks with follow-up qualitative engagement (e.g. interviews or open feedback) in the same menu testing project.
What to Look for in a Menu Testing Platform
Here are the most important features to look for when evaluating menu testing tools:
1. Choice-based testing
A good platform should go beyond “Do you like this?” and simulate real customer decisions. Look for tools that let people choose between items, so you know what they’d actually order.
2. Support for multiple variables
Menu testing often involves combinations of names, descriptions, price points, and visuals. The right platform should handle complex permutations without slowing you down.
3. Visual testing capabilities
Quite often, menus are visual. Make sure your platform lets you test full menu layouts, images, and design elements using tools like heatmaps, click tracking, or eye-tracking proxies.
4. Fast, reliable insights
Speed matters. Choose a platform that delivers high-quality results in days, not weeks—with access to vetted respondent panels and built-in quality checks.
5. Segment-level analysis
Different audiences respond to different things. Your platform should allow you to filter results by age, region, diet type, or any custom segment that matters to your business.
6. Clear dashboards and storytelling tools
Stakeholders need to act on your insights. Look for tools that turn complex data into intuitive dashboards and charts—so you can make decisions quickly and confidently.
Final Thoughts
Menu testing helps you de-risk big decisions and ensure that every word, image, and price point on your menu works to convert your consumer.
Whether you’re launching a limited-time offer, revamping your menu, or introducing new items, the right platform can help you predict what will perform before you invest in rollouts, packaging, or supply chain changes.