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Menues are not only lists of food and drinks; rather, they are promises and invitations. This suggests that they also convey the culinary philosophy of your establishment. The menu of a cafe, bistro, or any restaurant has the power to affect the customers experience and the business’s success. The following text provides help in creating a pleasing menu that speaks to your and the diners’ needs.
1. Understand Your Brand
Brand identity can be defined as the personality of your business that is best communicated through your menu. For example the branding of a sushi bar and that of an italian trattoria are completely different. A good menu also considers fonts, colors, and the type of language used as well so for vintage diners colors should be pastel and fonts should be retro.
2. Organize for Ease
Navigation is crucial with an organized menu and should be divided into courses as well. Most customers exhibit a Z pattern style when reading menus so it is wise to put your high-margin and signature dishes right where they are most likely to look.
3. Write Enticing Descriptions
Describing certain dishes can make them irresistibly appealing to customers. Focus on describing the major ingredients and taste using bold and vivid language. Instead of ‘Grilled Chicken’, say ‘Tender Grilled Chicken with a Zesty Lemon Herb Sauce.’ Always remember to keep the descriptions brief yet appealing.
4. Highlight Specials and Bestsellers
Place these items in boxes or add a border around them.Set certain bestselling or special items apart by using a border or adding boxes. This makes them visible while also subtly encouraging customers to order them.
5. Mind the Visuals
While visuals call attention, putting too many on the menu will only make it look cluttered. Add high-quality pictures sparingly. Only photos with professional quality need to be used in the menu for signature dishes or items best experienced visually. Put the focus elsewhere for items that do not look glossy in appearance.
6. Consider Typography
Typography is one of the many factors that can make or break a document’s readability. Choose fonts that are easy to read and fit your brands aesthetic. When it comes to fonts, less is more. Only one or two variations should be used. Don’t forget to ensure a bold contrast between the background and the text for clearer legibility.
7. Size Matters
Think about how large your menu is going to be. It should not be too cumbersome to handle nor small that it gets difficult to organize the information. If you have many items to offer, then it would be wise to consider multiple pages or a tri-fold to keep it organized.
8. Test and Iterate
Before you finalize your menu, first try it out to a small group of customers or staff members. Gauge their views on the menu’s design and content. Be willing to make changes based upon their insights. Remember, a menu is a necessarily flexible document and can be altered to suit different seasons or changes in the offerings.
9. Pricing Strategy
Make sure the prices are strategically placed and understand the concept of psychological pricing. Such as, no currency symbols can make prices less frightening. Try not to state the prices in a list format as this draws the attention of the customers away from the dish and more towards the price.
10. Embrace Technology
Post Covid-19, the use of digital menus and QR codes has grown significantly. These are easier to use and faster to edit. Always remember to make sure that the menu is easy to read, appealing, and optimized for smartphones.
