The Language Of Food, Your Customer, Must Salivate Reading Your Menu!
Your menu is the first thing customers see! It certainly is true in today’s world of ordering online.
Face it; you cannot have a picture of every item on your menu! The next best thing you can do is describe your selection in a way your customer’s palate salivates on every sentence. Menu descriptions tell a story to your customers. Paint a good picture in their heads, which leaves them salivating and ordering for more.
Menu innovation does not always mean creating or adding something new it can be taking existing menu items and re-writing your description.
Restaurant menu descriptions play an essential role. In most restaurants, descriptions are a list of all the ingredients in the dish. Successful menu descriptions must be so much more than that!
An ideal restaurant menu description is a short one, explains what the dish is, and, ultimately, makes the customer want to order it.
According to Charles Spence, a British Psychologist, if you give a dish an ethnic label, such as an Italian name, people will find the food more authentic. Calling your pasta dish, “Grandma Josephine’s Sunday Dinner,” has more impact than spaghetti and meatballs. Descriptive items keep your customers coming back. Even if it is just spaghetti and meatballs, they can only get your Grandma’s recipe at your restaurant and return again and again.
Research On Menu Descriptions
Research from Cornell University of Hotel and Restaurant found that using descriptive menu items increases food sales. It improves the attitude your customers have towards both the food and the service.
Another study shows that using descriptive menu items can raise sales by as much as 25%, compared to food items without delectable text.
The more adjectives, the better off you will be.
Consider the description of a chocolate cake. It’s baked in our kitchen, laced with freshly opened vanilla beans, and topped with our secret homemade, cocoa espresso frosting. It’s much better than chocolate cake with coffee frosting.
A well- planned and designed menu can help any restaurant achieve its goals, most importantly, keep your customers coming back to try more of what’s on it.
HOW TO WRITE A MENU DESCRIPTION
Step 5 Goes Over -Menu Planning- Menu Formats- Menu Descriptions- Menu Pricing- Menu Engineering
The menu is the most critical internal sales tool a restaurant has to market its food and beverage to customers. It’s essential to keep in mind that your menu is your primary means of representation.
It says precisely who you are and what you hope to convey personality-wise.
Following all the sections and completing the worksheet at the end of Step 5 will show you precisely what you need to do to create a successful menu.