Where guests get confused
(And How to Fix It)
If you’ve ever watched a customer pause at the door, hesitate at the counter, or look around for the toilets, you’ll know this feeling: something isn’t quite clear - even if everything technically works.
In busy cafés, bars and restaurants, small moments of confusion can quietly chip away at customer confidence, slow service, and affect the overall experience. And often, it’s not down to staff or service at all, but the environment itself.
If customers have to ask, hesitate, or second-guess themselves, it’s usually a sign that something in the space isn’t guiding them clearly enough. The good news? These issues are often easy to fix with thoughtful, well-designed signage.
Outside the venue: first impressions start on the pavement
Before a customer even steps inside, there are a few key questions they subconsciously ask:
Are you open?
Is this the right place?
What do you offer?
If the answer isn’t immediately obvious, some people will simply keep walking.
Clear window graphics, visible opening hours signage, and external menu displays help remove uncertainty before customers reach the door. A-boards and pavement signs can also play an important role in setting expectations, especially for passers-by who aren’t actively searching for somewhere to eat or drink.
When guests can see what’s on offer from the pavement - whether that’s food, drinks, pricing or atmosphere - they’re far more likely to step inside with confidence.
On entry: where do I go and what do I do?
The entrance is one of the most common confusion points in hospitality spaces. Customers often pause because they’re unsure:
Do I order at the counter or wait to be seated?
Where should I stand?
Is there a queue system?
This moment of hesitation can slow service and create unnecessary pressure for staff.
Simple directional signage, clear ordering prompts, or well-placed digital screens can quietly guide customers without needing verbal instructions. Even subtle cues like “Order Here” signage or visual flow indicators can make a big difference, especially during busy periods.
The aim isn’t to overwhelm guests with information - it’s to gently reassure them they’re in the right place and doing the right thing.
Ordering & menus: clarity beats choice overload
Menus are another major source of confusion, particularly when:
There are too many options
Layouts are hard to read
Prices aren’t immediately clear
When customers struggle to read or understand a menu, they tend to hesitate, ask more questions, or default to “safe” choices - which can slow queues and reduce average spend.
Clear menu boards, well-structured printed menus, and digital menu screens help customers decide more quickly and confidently. Highlighting bestsellers or specials reduces decision fatigue, while digital menus offer flexibility to update pricing, availability or time-of-day offers without clutter.
When menus are treated as part of a wider signage system, they support both efficiency and the customer experience.
Toilets & facilities: the questions guests hate asking
Asking where the toilets are is one of the most common - and most awkward - questions guests ask in cafés, bars and restaurants.
Poorly signposted facilities lead to customers wandering through the space, interrupting staff, or feeling uncomfortable. Clear, consistent wayfinding signage removes this friction instantly.
Directional signs to toilets, baby changing facilities or outdoor areas don’t need to be loud or intrusive. When designed in line with the rest of the venue’s branding, they blend seamlessly into the environment while doing an important job.
Pick-up points & next steps: what happens now?
After ordering, customers often wonder:
Where do I wait?
Will my food be brought to me?
When should I collect my order?
Uncertainty here can cause crowding, repeated questions at the counter, and a less relaxed atmosphere.
Subtle collection point signage, directional prompts, or on-screen messaging can clearly communicate what happens next. These small cues keep service flowing smoothly and help customers feel at ease - especially in fast-paced or hybrid service models.
A simple exercise: walk your venue as a customer
One of the most effective ways to spot confusion is to walk through your venue as if you’re visiting for the first time. Pause where customers pause. Notice where you’d feel unsure or need to ask a question.
Those hesitation points are exactly where signage can help.
Signs Express works with cafés, bars and restaurants to identify and fix these small but important moments of confusion. From window graphics and menu boards to wayfinding signage and digital screens, our teams help create environments that guide customers naturally - improving confidence, speed of service and overall experience.
Sometimes, the biggest improvements come from the quietest changes.
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