Creating a menu seems like a relatively simple thing to do. Just list down all the items your Chef can cook for your restaurant, and you’re good to go. Except, not! Menu designing is an art and takes a lot of effort and calculations to price those items right. Often, restaurant owners get so involved in pricing their menu, that they forget the aesthetics of it. A well-designed restaurant menu with good restaurant menu descriptions can upsell the dishes itself, and influence your customers to order more, while a poorly designed menu can hamper your business. Read about the top restaurant menu mistakes that you should avoid here.
Restaurant menu descriptions play an essential role in the restaurant menu design. In most restaurants, descriptions are a list of all the ingredients that are used to prepare the dish. A stellar restaurant menu descriptions can be so much more than that!
Use your Menu Descriptions to tell a story to your customers, paint a good picture in their heads, that leaves them salivating and ordering for more.
An ideal restaurant menu description is a short one, explains what the dish is, and, ultimately, makes the customer want to order it. Avoid long, incomprehensible food descriptions that leave the customers puzzled about what the dish is. If customers don’t understand the restaurant menu description, they are most likely not to order that item. Hence, this makes it imperative that you avoid making these cardinal menu design mistakes.
Here’s a Restaurant Menu Engineering Checklist that will help you create the perfect menu for your restaurant business.
The Essentials Of Writing Great Restaurant Menu Descriptions
A few lines that tell the story behind the food on the plate and evoke senses in the reader while recounting the ingredients and the process of creating the masterpiece can be considered as a functional item description. However, easier than said than done, creating a perfect balance between appetizing sounding story, yet keeping it short and exciting is can be quite tricky.
Try to surpass the jargon of writing appealing restaurant menu descriptions using these simple tips!
1. Talk about the Appearance, Texture, and Taste of the Dish
The restaurant menu description of the dish should ideally paint a picture to the reader about what the dish looks like, what its texture is, and how it would taste. Words such as vibrant, leafy, encrusted, buttered, etc., lend a luxurious appearance to the dish. Rich, creamy, delicious, tender, sweet, and more give an excellent feel to the dish by mere words.
2. Emphasize the Fine Quality of the Exotic (Read Expensive) Ingredients Used
If you are serving some of the finest and most expensive exotic items on the menu, you might as well mention it in the restaurant menu description. An unusual item on the menu automatically lends exclusivity to it. Not only would this tempt your customers to order an exclusive thing, but the clear lines would also help in justifying the high selling price.
Italian restaurant Artusi Ristorante does it quite well with their description of their dish Tomino-
“Finest imported soft cheese gently melting over toasted bread with sauteed mushrooms and Italian white truffle oil.”
3. Underline the Painstakingly Taken Effort to Create the Dish
As soon as you mention the extra efforts required to prepare a particular dish, it automatically becomes special. Especially in fine-dine restaurants, customers come for the entire guest experience.
Consider the description of Kastoori Kabab of the famous ITC Bukhara-
“Succulent pieces of boneless chicken marinated in ginger and garlic, spiced with freshly pounded black peppercorns, gram flour and chargrilled with beaten egg yolk.”
This restaurant menu description beautifully paints a picture of tender pieces of boneless that have been pre-marinated and spiced and chargrilled hence. Words such as slow-roasted, pan-seared, etc. add to the individuality of the dish.
4. Lend a USP or Tell a Backstory About the Dish
When you tell a story about how your special Biryani was enjoyed by the Nizams of Hyderabad or a little anecdote about the most popular item on your menu, you not only pique the interest of your customer, you also build your brand. Menu storytelling is a great way to attract customers.
Try to give ethnic names to your dishes to lend them authenticity. You can also add value to an ingredient by mentioning its geographic origin. You can turn dull, uninspiring ingredients into handpicked and chosen elements that create an appealing menu item.
5. Keep the Menu Descriptions Short and Easily to Understand
Often menu copywriters get carried away and write an entire paragraph of incomprehensible mumbo-jumbo of foreign words that still somehow fail to communicate the essence of the dish. It is essential to keep the description short, easy to read, yet be able to evoke the right emotions to eat. Get a restaurant menu description from the Chef, and then ask your copywriter to write a short copy. You can also write it yourself using the tips mentioned above and then get it proofread.
Words to Include in Your Restaurant Menu Descriptions
Words can be tempting. Words that have been known to set the salivary glands working have been carefully placed in food descriptions in menus for ages. The following are the words most commonly used while writing restaurant menu descriptions.
- Vibrant, Tangy, Yummy, Zesty
- Caramelized, Wood-oven roasted, Crispy, Buttered
- Leafy, Tender, Creamy, Elegant
- Aromatic, Delicate, Drizzled, Encrusted
- Succulent, Velvety, Home-made, Infused
- Juicy, Kneaded, Local, Meticulously
- Melt-in-your-mouth, Organic, Pan-seared, Quintessential
- Slow-roasted, Seasonal, Time-tested, Unbeatable
Menu descriptions play an essential role in leaving an impact on the customers’ minds and hence propelling them to order more. A great backstory also leaves a long-lasting impression on the minds of the customers and propels them to come back and order again from your restaurant.
Find out the other ways you can leverage customer psychology to create a menu that garners higher sales here.