restaurant's menu menù di un ristorante

What is really important to consider when we write a menu?

A restaurant’s menu is more than just a random list of dishes. A menu has to sell, but it must also represent your brand as well. It is a reflection of your concept, your style, and the quality of your food.

  • Be consistent: If you have a cosy restaurant by the seaside, don’t write your menu like a fancy French restaurant in Mayfair. Make sure the tone of what you write fits with the tone of your brand. If your restaurant mostly attracts families, you should write your Family Restaurant Menu in an easy-to-understand style. That results in happy choices for all ages. On the other hand, in a luxury restaurant the menu should be written in fancy language.
  • Find the interestNothing should be unplanned; you have to go through every item and ask the chefs many questions. Gather as much detail as you can and then decide what’s going to interest your diners most – it could be a fact, an opinion, a story, or a metaphor.
  • Give more information about the food: This is especially important regarding information about allergies and frozen or fresh food – it’s essential to be transparent with clients. These things all help increase perception of quality of the item.
  • Keep it simple: keep the design of your restaurant’s menu simple and avoid using a lot of culinary jargon, especially if you are designing cafe menus. Describe the items in simple, but tantalizing, terms that tickle your customers’ taste buds.
  • Suit the chef’s style and think like a chef: you shouldn’t write the menu once and then forget it; you have to improve it through many iterations before the final version, always keeping the chef’s vision in mind. Ask diners or people you know for feedback and use their comments to improve your menu.

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