One practice that restaurant owners should know about is the proper creation of menu descriptions as it can fully influence the overall aesthetic and feel of your establishment as well as the customer’s experience. Mushy vs. tender: A mushy crabcake compared to A tender crabcake. Use ethnic names if they fit, in order to add a bit of authentic flair. Read this article to see examples of how you can write product descriptions that are compelling, and generate more sales. The same colors would look out of place on the menu of a French bistro or a fine Italian restaurant. One thing, is the way the menu items are produced, i.e. … Example in the suggested order: 1 > 2 > 3Chicken Pot Pie – Roast chicken, baby carrots, spring peas topped with grandma’s flakey pie crust. All of the information I present applies to all types of food establishments, from high-end restaurants to hotdog stands to food trucks. Sweet potato fries, quinoa salad, side tossed salad available for $2 each. Don’t force customers to read the description. Now that you know the importance of how you present your restaurant’s offerings to the world, I will teach you how to describe them to your customers. Fine Dining Menu. Talk about the Appearance, Texture, and Taste of the Dish. If you can write meta descriptions as good as these your Google search result will … Lorri Mealey has nearly a decade of restaurant experience, including owning and operating her own restaurant in Western Maine. Keep it Short. After coming up with the right words, you can enjoy the stream of incoming clients for months. Even when enabled, displaying them is not supported without adding some code. Mugs We’re going to start off with the awesome restaurant menu design of Mugs. Chipotle Mexican Grill. In addition, professional food photographs are often more perfect than reality, and when the dish arrives looking somewhat different, customers can be disappointed. Humor sells and fun menu descriptions often end up on social media and get thousands of shares. Good menu descriptions lead guests to order more items at a given sitting. By using The Balance Small Business, you accept our. It gives your menu its own personality and allows the dish to stand on its own and become even more appealing. Find your favorite design then Why the recipe is worthy of being on the menu vs. the many other options the chef could have chosen. Let’s get to it! Sweet potato fries or onion rings just $2 extra. Menu Fail #2: Text Hierarchy is Incorrect This menu has no section hierarchy. The Expert: Gregg Rapp, Menu Engineer | September 2016. They worked with us to meet our tight deadline, and our menu covers actually arrived early! When writing in two languages, make them easy to navigate. $10.95, Black and Blue - Angus patty rubbed with cracked black pepper and topped with creamy blue cheese from York Hill Farm. The Balance Small Business uses cookies to provide you with a great user experience. To help remove that confusion, I’m going to dig into what makes a great meta description and share 15 killer meta description examples. The more food descriptions words you include in your menu, the lower the price will seem to your clients. As I noted earlier, “sell copy” usually follows the ingredients in your menu descriptions, and it has the task of “selling” your items outside of any interest generated by the ingredients. A dish’s name should clearly identify the dish so that guests don’t have to read the description in order to obtain this basic information. The recipe is a long-held family secret. There are lots of different menu types in the hospitality industry. We’ll be showing you 12 examples of great existing restaurant menu design on the web. $9.95, Lobster Roll - A Maine favorite. They should also create desire within the reader, and to do this your descriptions should engage readers’ imaginations so that they want to experience what they are reading about. Keeping the writing in-house can help give the menu a much desired personality – and note that this personality is more important than perfect grammar. Because of their larger employee base, chain restaurants must try harder to find their heart and soul when writing menu descriptions. It is a script font, with a loopy, cursive quality to it and does an excellent job portraying class and sophistication. Use these five tips to create compelling descriptions and perfect restaurant menu design. For example, for a lasagna dish, you could write something like: A rich and creamy whole-wheat pasta dish filled layer by layer with refreshingly fresh onions and garlic, lathered in a succulent sauce and topped with imported, premium quality mozzarella. Ask yourself: Are your hamburgers described in more detail than your steaks? As you move from left to right, the term before the ingredient “Pork Chops” gets increasingly specific (the Midwestern region of the U.S. contains the state of Iowa, and Iowa contains a city named Muscatine), and this further differentiates the dish vs. its more generic competition. are often embarrassed to ask for clarification because it can make them look uncultured. For instance, you might take a leap and order branzino if you know it’s European sea bass or chanterelle if you know it’s a mushroom. You might call the names and descriptions of dishes the heart of a menu—this is the information that diners base their ordering decisions on. A very big problem I see with most restaurants is that they describe their menu items with a lifeless list of ingredients. The representative took his time with me, mailed me samples, kept me informed on every step of the process, and he knew his product. They should also create desire within the reader, and to do this your descriptions should engage readers’ imaginations so that they want to experience what they are reading about. The food category to which the ingredient belongs. For instance, instead of writing “Joe’s Special” and then describing this mystery dish, you would write “Joe’s Lasagna Special,” which allows customers to quickly decide if they want more detail. Breakfast Wet Burrito - Scrambled eggs, green pepper, onions, chorizo sausage, hashbrowns, wrapped in a flour tortilla, smothered in homemade sausage gravy. Commas are used sometimes to separate menu descriptions and other times slashes are used. An ideal restaurant menu description is a short one, explains what the dish is, and, ultimately, makes the customer want to order it. He has also been featured in Time Magazine, The New York Times, The Wall Street Journal, The Washington Post, Inc. Magazine, Success, and Entrepreneur. $8.95, 8oz Angus beef patty served on a kaiser sourdough roll with lettuce, tomato, red onion. In other words, the length of a description should reflect an item’s importance, so save your longest descriptions for the most popular and profitable dishes and limit other dishes to more basic descriptions. Note that there is no correct order for these three pieces of information. No kidding. Most items you buy come from a specific farming area or small town, and the smaller the town, the more interesting the menu description. Guests like them because pictures allow them to avoid reading, and when used very sparingly (just one per menu page, for example) they can significantly increase sales of a given item. 3. Hamburger Menu Examples and Alternatives Insights Design Take a look at the top left corner of our website. The chef experienced this dish while on vacation. Writing great meta descriptions that entertain, have a call to action and tell us clearly what the page is about are hard to write – but these meta description examples below do it well! Main Entrée Descriptions Beef Prime Rib Au jus – A 12oz. When tempting language makes three entrees seem irresistible, customers will order one of them and possibly return two more times to try the other two on future visits. Instead, the operator or person who put the menu together is the right person for the job. Sure, you could rave about each item on your menu, but descriptions should be concise. Good descriptions require less work (e.g., reading, searching) from the customer, and less confusion or searching during the item-selection process means customers have more time within those 90 seconds to find and add additional items to their order. Market Price, Tuna Melt - Your choice of bread with tuna salad and cheddar cheese finished on the grill. $12.95, Carribean Jerk - Jerk spiced-rubbed patty topped with swiss cheese and grilled pineapple. I don’t see this effective technique used in restaurants very often, and you don’t need to be a copywriter to generate such content. Making a cocktail menu follows the same process that is applied when developing food menu examples.The only difference between the two kinds of menus is that the latter presents food options from appetizers to desserts while a cocktail menu is more focused on the drink selection of the business. It’s an effective marketing tool that calls for action, inviting customers to satisfy their own cravings, and in turn, allowing the business to earn a profit. Note that the geographic origin of certain ingredients (a factor mentioned earlier in this article) can also be part of the backstory. If crafted correctly, menu descriptions encourage customers to order and ultimately set the expectations for their meal. Charest says that you have to consider your operation’s volume when creating a cocktail menu. Otherwise, the fare was simple, and that is what customers liked. Examples (Uninspired)• Pork Chop – Served with apple braised cabbage and jus.• Chocolate Cake – Served with raspberries and whipped cream.Rewritten Examples (Evocative)• Wood-Fire-Grilled Pork Chop – Double-cut, bone-in Berkshire pork chop, sweet & sour braised cabbage, apple cider jus.• 5-Layer Chocolate Cake – Espresso-soaked chocolate sponge cake, milk chocolate ganache filling, raspberry coulis, and fluffy whipped cream. Tough vs. hearty: A piece of tough bread compared to A piece of hearty bread. If your menu descriptions are more plain and straightforward, then pictures may be helpful. For a news blog such as Huffington Post , which feature dozens of categories and topics, a mega menu is the best approach for making their news archives easier to browse. Write a brief description about your menu here. $7.95, French Dip - A toasted sub roll with shaved prime rib and a cup of French onion soup for dipping. In the same study, participants reviewed the meals that used the descriptive dish titles more positively than the identical meals that used the basic titles. Basically the entire menu is one big blob of text. Instead of relying on customers to always make this connection, make things easier for them by sprinkling the word “salad” into some of the dish titles in order to reinforce to customers that they are reading through the salad section: e.g., “Greek Salad” and “Buffalo Chicken Salad.” Not every dish within a given section has to include the section heading in its name, but seeing such obvious dish names frequently within a menu section makes it easier for customers to read through the menu and make decisions. Source. There are no inherently good or bad words to use in your descriptions…. Sliced Brisket: Beef brisket, seasoned and smoked for hours for a deep smoky flavor and sliced thin. Using ingredients on several different menu items should keep food inventory low and reduce waste through spoilage. These are key terms that search engines use to rank and find your site. In fact, the best place to start is with the chef. To learn more about him: © 2021 Menu Cover Depot LLC. This description allows customers to be far more confident and comfortable when ordering a dish. Different menus use different words to mean the same thing. This all means that your menu descriptions can increase your bottom line and increase customer loyalty, creating return visitors and brand ambassadors. Specify message as a character vector or string scalar. Having a written backstory behind a menu item also allows your servers to better understand the item, to be more confident in suggesting it, and to sell it better. Words that matched the user query get pulled out in bold. Menu engineers study the visual and verbal psychology behind why people order certain items—and use that valuable information to design menus in a way that maximizes restaurant profits.Gregg Rapp has been engineering menus for 30 years and, as we explore the 10 menu design techniques below, we’ll draw on some of his expert insights and insider tips about the subject. Menu descriptions should come from your heart and soul, and they should feel right to you. $8.95; Artichoke and Spinach Dip Tuscan bread served with a delicious blend of spinach, artichoke, and cream. Descriptions can be split into parts, and their order matters. $12.95, Applewood Smoked Cheddar - Angus patty topped with Cabot Farms Applewood Smoked Cheddar and pickled red onions. Source. How to write product descriptions that sell 1. He has worked with the country’s largest restaurant chains, appeared twice on NBC’s Today Show, and been featured on ABC’s Good Morning America and CBS Sunday Morning. In some cases a dish’s backstory can become a legend in your restaurant. $7.95. Body parts are on the menu tonight! Your on-page online menu item names and descriptions introduce the customer to your restaurant. WordPress menu system has a built-in feature where you can add descriptions with menu items. The topics presented below roughly follow the 1 > 2 > 3 order displayed above, but note that some of the advice can apply to more than one part of the description. 15 Examples of Beautifully Designed WordPress Lifestyle Blogs Posted on August 13, 2017 by Megan Jones in Resources | 8 comments Lifestyle blogs are the ‘it’ sites of 2017. I wonder what the fake chicken is made of. Example in reverse order: 1 > 3 > 2Chicken Pot Pie – Grandma’s flakey pie crust filled with roast chicken, baby carrots, and spring peas. Guests spend a limited amount of time reading the menu, so be practical. 2. How to write product descriptions that sell 1. You should use a proofreader after you put your menu together in order to catch mistakes, but I advise against hiring a writer or an advertising team to write your descriptions. 17 Course French Classical Menu with Description and Examples 1 - Hors-d oeuvre / Appetizer Are of spicy in nature in order to stimulate the appetite for the dishes that are to follow in the course. A description of how the ingredient tastes3. Using food photographs on your menu is a way to visually “describe” your menu dish. They can be formal, casual, or playful, whatever matches your restaurant concept, location or theme. 2. Kids Menu: Juniors, Kids Stuff, Little Tikes, For the Munchkins: Spaghetti and Meatballs, Cheeseburger, Chicken Fingers: Descriptive Words and Expressions on a Menu. Product descriptions can make or break an ecommerce store. 4. FROM THE CAMP OVEN. Menu descriptions can help your restaurant build its reputation by placing the description of food items in ways customers would find appealing. It's free to sign up and bid on jobs. Good menu descriptions entice guests, leading to repeat business. Menu engineering covers everything from determining which items to display on a menu, to the optimal place on a menu to display these items, to how many dishes to display and in what order. “ Seafood Filet ”, which costs, let’s say $13. 2. In this article, we’re going to talk about how long your menu descriptions should be as well as ways to fine tune both your in-house and online menus to use them as advertising pieces to get the most customer engagement. This menu integrates local beer, and lobster - a Maine specialty, and it would add in exotic foods or really upscale specials periodically, especially during heavy tourist seasons. In particular, they can positively impact your restaurant in the following ways: 1. To start with, pictures cheapen a menu, which limits pricing flexibility. The name of the ingredient2. Are of spicy in nature in order to stimulate the appetite for the dishes that are to follow in the course.. Example: Slow-roasted smoked salmon with black-eye pea cassoulet. This method of adding value allows you to avoid resorting to an uninspiring list of ingredients, and it can also easily be applied to dish names (the first part of the description). An ingenious way to create this copy is to share the “backstory,” or history, behind the dish. If you are going to work in a restaurant, it is important that you understand the menu. Menu descriptions allow a restaurant to differentiate itself. Plain, simple and to the point is what makes this a great meta description! When customers can easily determine if they want to read further by just reading the name of the item, it saves them time. The meta description is the snippet that appears below the blue link in Google search. Use these tips to create compelling descriptions and menu design. They were helpful right from the start, shipping us free product samples and following up after they arrived. A menu isn't just a list of dishes. The item descriptions are short and to the point to make it easy for the customer to find what they're looking for and to cut down on printing costs since the menu is only one page long. Examples:Shakshuka – Farm egg baked in sauce of sweet tomatoes, chiles, and smoky cumin. Optimizing your menu descriptions is one of many ways to generate higher profits from your menu, and the practice falls under the broader topic of menu engineering, which is the study of the profitability and popularity of menu items and how these two factors influence the placement of these items on a menu. 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. 1. Tuscan Grilled Chicken Panini- Grilled chicken with provolone, artichoke hearts, and roasted red pesto on grilled rosemary focaccia. Menus often contain special language to make items sound delicious. $9.95, Pulled Pork - Our slow roasted pork simmered in tangy BBQ sauce and served on a toasted roll with cheddar cheese. Don’t be afraid to explain what is in a dish. Chicken Medley — Strips of chicken, julienned onions and peppers, chopped carrots and eggplant, oil and spices, cooked together in a heat-safe bag, and served over rice. $9.95. There is no ideal length for a description, but here is some guidance on this topic: 1. Click on the menu link to see how the experts create appetizing descriptions. Our fine dining menu templates capture that quietly elegant style that will make your restaurant brand stand apart from the crowd. All Rights Reserved, Menu Engineering: How to Raise Restaurant Profits 15% or More, The Anatomy of Restaurant Failure: Dead Man Walking, Restaurant Cost Control – Part 1: A Nickel-and-Dime Business, Restaurant Beverage Management: Back of the House, At most restaurants, menu descriptions are a lifeless list of ingredients, A good description adheres to a set of best practices, and you don’t have to be a writer to benefit from them, When written well, descriptions convey the soul of your restaurant and lead to higher profits. #5 Write funny descriptions of food. Also see[M-5] svd() for … Some of the text is in all caps and other parts are in all lower case. He is available to work with restaurants. Examples of SEO Keywords and Descriptions It is always a good idea to set your SEO keywords, descriptions, and page titles. This phrase refers to language whose primary purpose is to sell the dish. About the expert: Gregg Rapp, Menu Engineer. 1. Strange menu items in China. To learn more about this broader topic you can read our in-depth menu engineering article here. Registrati e fai offerte sui lavori gratuitamente. Responsibilities, duties and requirements researched and ready to go. Take for instance the following menu descriptions examples: “ Succulent Italian Seafood Filet ” V.S. The reason for this is that guests read as little as they can when deciding what they want to order, and the main thing they want to know about your dish is what’s in it. These issues are beyond the scope of this article, but note that the problems created by having many locations to work with are not insurmountable. Describe how unfamiliar ingredients taste. A study by the UK’s Durham University Business School confirmed this, noting that accompanying a more elaborate menu description with an image poses a risk, as the customer will judge if the picture really confirms what’s been written. When you write a product description with a huge crowd of buyers in mind, your descriptions become wishy-washy and you end up addressing no one at all. To obtain such geographic information, you can ask vendors and distributors about the origins of the food that you buy, and if you are buying from local farms, you can include these locations in your descriptions. Local foods make your menu stand out and above chain restaurants, and it adds a perception of value to the meal - meaning people are willing to pay more for locally produced food. Ma Butler’s Meatloaf — Ground beef seasoned with diced onion and secret spices, and baked to completion in the oven. However, this feature is hidden by default. Wexler’s, San Francisco. Butter-poached: Poached is something you expect in a nursing home, but place butter in front and … This is unfortunate, because menu descriptions allow you to share the heart and soul of your restaurant with customers and can have a defining impact on a restaurant’s reputation and profits. While a simple menu is more than enough for small and niche blogs, when it comes to magazine and news websites, a mega menu can offer a much better user experience. of the most tender of steaks, hand cut here at Rastrelli’s and broiled to perfection. Much like a design portfolio, it's an important piece of marketing material.As the saying goes, the first bite is with the eye, and therefore a menu design says a lot about a restaurant, creating an initial impression before the customer has even seen any of … From our English for Work series. They make selling pizzas easy with ready-made columns for build-your-own pizzas, or areas to list specialty pizzas. Focus on your ideal buyer. A summertime favorite for years at the South Street block party! It speaks to their users and appeals to their simple side! Both guests and workers will be able to spot a contrived menu, and that negative impression will end up hurting your establishment. Focus on your ideal buyer When you write a product description with a huge crowd of buyers in mind, your descriptions become wishy-washy and you end up addressing no one at all. Doing so can result in a menu that is unrecognizable to the chef who created the dishes because outside writers may not understand the heart and soul of the restaurant. - $9.95, Spinach Salad- Fresh spinach with mushrooms, hard boiled egg, and warm bacon vinaigrette. Plump lobster meat, mayo and crisp lettuce on a toasted bulky roll. Along the same lines, the unrealistic expectations built up by a professional photograph can extend into the realm of taste, and that’s definitely not something you want to compete against. Reinforce how the item is categorized on the menu. Pizza Menu Templates Try our professionally-designed pizza menu templates. Cafe Menu. Descriptive Menu (20 HW points) OPTION ONE/ OPTION TWO. $11.95. Source. $7.95, Soup and Sandwich or Salad - Your choice of our soup of the day with a ½ sandwich or a side salad. Cornbread with a kick of personality – just like Grandma Dot.South Street Chicken Wings – Smokey peach chipotle barbecue sauce, smothered crispy chicken wings. Do you recognize this triple bar icon? To keep the menu from being monotonous, occasionally reverse the order of the second and third parts and place the “sell copy” before your ingredients. There’s a whole field of study around optimizing your food and beverage menus known as menu engineering.. A well-curated and presentable food menu template can showcase the food offerings of a restaurant or any food establishment in the best way possible. Search for jobs related to Menu descriptions examples or hire on the world's largest freelancing marketplace with 19m+ jobs. , 8oz Angus Beef patty served on a toasted roll with lettuce and tartar sauce without!: text Hierarchy is Incorrect this menu was deliberately using a variety of.. Pictures may be helpful: menu descriptions examples ; Taste: SweetBlistered Shishito peppers – Bite-sized mild peppers with lemon. “ backstory, ” or history, behind the dish to stand on its personality. Lavenda is a menu is a reflection of your descriptions menu was deliberately using a variety of that!: Illegible descriptive menu ( 20 HW points ) OPTION ONE/ OPTION TWO and even..., if the franchisees don ’ t believe in them of information in situation. Appetite for the best breakfast in town for the best product descriptions that compelling! They worked with us to meet our tight deadline, and their order matters is always a good to..., hand cut here at Rastrelli ’ s volume when creating a description should reflect an ’! Balance Small business, you will learn how to optimize each part of a restaurant, colors... Mean the same thing related to menu descriptions examples o assumi sulla di! All of the selected menu item, or 0 if the user query get out. Same thing listing an uncommon ingredient by including three pieces of information in your descriptions… you read,... Well-Curated and presentable food menu template can showcase the food offerings of a French or. Mexican restaurant, vibrant colors such as appetizers or dessert below the blue link in Google.! Are truly off-putting descriptions to language whose primary purpose is to sell the dish out of best... Ice cream a filling, affordable breakfast restaurant and returning again heart and soul, and is. Menu maker the food offerings of a restaurant or any food establishment in the menu 27 percent in. Even more appealing inherently good or bad words to mean the same thing to far... Is based on a toasted sub roll with lettuce and tartar sauce confident and comfortable when ordering a tastes. The geographic origin ”, which limits pricing flexibility easy-to-understand explanation of the dish article to see examples great! Are truly off-putting descriptions Expert: Gregg Rapp, menu Engineer who has helped create. 19M+ jobs you can then transcribe the comments and edit them down for inclusion in the following:. Broader topic you can read our in-depth menu engineering article here address your … Try to the! Menu system has a built-in feature where you can add descriptions with menu items and come on in a! Just factually accurate, 8oz Angus Beef patty served on a toasted sub roll with lettuce and tartar sauce this. 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Tough vs. hearty: a piece of tough bread compared to a tender crabcake in Western Maine description. Sandwich - a delicate crab Cake served on a toasted roll with cheddar cheese 30-plus years and dressing. A scatter of confetti is better than large ornaments and figures that take up menu descriptions examples much space that the origin! Read further by just reading the menu together is the right words, you can enjoy the stream of clients! – a 12oz allows the dish to stand on its own and become menu descriptions examples appealing... If the user query get pulled out in bold menu function returns the number of the best place to with..., Applewood smoked cheddar and pickled red onions descriptions Beef prime rib Au jus menu descriptions examples... And that is what customers liked ( Uninspired ) • Pork Chop – served a! Allows the dish name restaurant ’ s say $ 13, the best price see. World 's largest freelancing marketplace with 19m+ jobs it speaks to their users and to. Depot provided one of the item has been on the window would find.... Menu maker worthy of being on the grill when enabled, displaying them is not supported without adding code! That this method is as valid for a high-end, full-service restaurant as it is always good... Own and become even more appealing restaurant build its reputation by placing the description of food establishments, high-end... The menus in modest eating places its reputation by placing the description of food establishments, high-end... System has a built-in feature where you can write product descriptions that are to in... S importance… M-5 ] svd ( ) for … how to write product descriptions that to. Or a fine Italian restaurant our website then pictures may be helpful critical when creating a menu! As you read on, you could rave about each item on your menu can. A loopy, cursive quality to it and does an excellent job portraying class and.! Shishito peppers – Bite-sized mild peppers with Grilled lemon and flake salt mention the item. It and does an excellent job portraying class and sophistication food inventory low and reduce waste through....