The reasoning being sweet spots stem from the classical effect in psychology known as the serial position effect (also known as the rules of recency and primacy). The thought is, customers are most likely to remember the first and last things they see on a menu—hence, sweet spots on a menu should be where the customers look first and last. To date, there is no empirical evidence on the efficacy of the sweet spots on menus.Reynolds, D., Merritt, E. A., and Pinckney, S. (2005). "Understanding Menu Psychology: An Empirical Investigation of Menu Design and Consumer Response." "International Journal of Hospitality & Tourism Administration", 6(1), 1–10.