5 Tips for Enticing Menu Descriptions
It’s the perfect time of year to take a look at your menu and see how you can implement some of these tips to make your menu work harder for you.
#1 Keep it Short
Use short descriptions that communicate the high-impact flavors of your dishes in a quick scan. Include sourcing information (e.g., “locally grown”) when possible. One sentence or listing of ingredients is ideal.
Example: Pan-Seared Tuna with Wasabi Aioli
Cooked-to-order tuna is lightly drizzled with bold wasabi aioli and served with a smoky, farm-fresh charred vegetable medley.
#2 Avoid Kitchen Jargon
Kitchen jargon can distract guests from visualizing the dish. Taste is king, so focus more on flavor rather than culinary terms.
Words to avoid: Soigne, bound salad, deglaze, egg wash, parboil, sweat
#3 Use Words that Engage the Senses
This tactic is especially important when trying to overcome the perception of “healthy” being interpreted as bland. The best menu descriptions kick guests’ senses into full gear and help them imagine the flavors of your dishes. Use words such as: crunchy, spicy, savory or creamy.
#4 Know Your Brand Voice
Your menu descriptions should match the restaurant brand voice you want to portray to your guests.
Example: Grandma’s classic southern deep-fried chicken served on a waffle with a side of grits and syrup for dunking. Or: Flash-fried chicken cutlets served on a fluffy Belgian pastry with a side of polenta and maple syrup.
#5 Mention