The golden rules for a successful menu

Many entrepreneurs underestimate the impact their menu has on (potential) guests. Did you know that 93% of guests look at the menu first before deciding to make a reservation? This makes your menu the most important communication tool – and with a few simple strategies, you can maximise its effectiveness. From psychology to design and language, here’s how to create a menu that truly works for your business.

You should aim to design a menu in the corporate style of your business, guided by a strong brand guide. Elements such as your logo, brand colours, and tone of voice create a cohesive look that reflects the rest of your brand. A well-designed menu that feels consistent with your brand identity immediately feels familiar and trustworthy to your guests. However, great menu design goes beyond aesthetics. There are many tips and tricks to consider when crafting a successful menu. Hospitality experts Bianca Roemaat and Petra Venekamp have even written an entire book about it: Boost your menu! We sat down with them to dive deeper into this fascinating topic.

In this article, we’ll cover:

• The design of your menu
• The language used on your menu

Menu Design

The Golden Triangle Research on eye movements has revealed a key insight: when reading a menu, guests’ eyes naturally follow a pattern known as the "golden triangle". First, they scan the centre of the menu, then move to the top-right corner, and finally to the top-left corner. What does this mean for your menu layout? Place your high-margin dishes – the ones that bring in the most profit – in these prime areas. Reserve less impactful areas for illustrations, your logo, or social media details. By strategically positioning items within the golden triangle, you can subtly guide your guests toward the dishes that benefit your business the most.

The pricing We associate round amounts with quality, and our brains also process round numbers more easily. So, use round amounts for your menu and display them without a currency sign. This not only creates a cleaner look but also reduces the uncomfortable feeling often associated with spending money. Research shows that euro signs evoke that "pain" of spending. In restaurants where no currency symbols are used on the menu, guests tend to spend significantly more. So, get rid of them!

A price can also serve as a psychological distraction. For example, when compared to an expensive Wagyu dish priced at several hundred euros, other dishes on the menu suddenly seem more reasonably priced. Similarly, consider the reference effect. Guests typically read a menu from top to bottom. If you start with a relatively cheap dish, guests will use that price as a reference, making everything that follows seem more expensive. However, if you begin with a pricier option, the rest of the dishes appear more affordable. The prices haven’t changed, but guests are more likely to choose the second dish – ideally one with a strong profit margin.

Speaking of margin… dishes you’d like to draw extra attention to perform well when placed in a frame, preferably at the top-right corner of your menu. Guests often appreciate recommendations, and a framed section naturally attracts attention, making it more likely that the dish will be considered a potential option.

Simplicity is Golden Your guests prefer to see everything at a glance. Ideally, create a one-page menu with plenty of functional white space – at least 40% breathing room. Use frames, colours, and icons to enhance clarity and categorise your items. For instance, if you serve multiple burgers, create a "Burgers" section and list the options underneath.

Fonts Choosing the right font isn’t as easy as it seems. It needs to reflect your business, your brand, and the message you want to convey. So, take the time to think it through. It’s not just about appearance – some fonts allow for more text to fit in the same space than others. This is something to consider not only for your menu but also for other forms of communication, such as order kiosks or chalkboards. Interestingly, a dish written in a more decorative or distinctive font unconsciously suggests that it’s more complex to prepare. This perception can lead guests to assume higher quality and, as a result, they may be willing to pay more. That said, don’t fill your menu entirely with text. As mentioned earlier, white space is important, and visuals can say a lot too. Use illustrations, patterns, atmospheric photos, or decorative text to create an engaging, on-brand menu.

The Language Used on Your Menu

Language Use Menu texts should be short and to the point, but they also need to clearly describe what’s coming out of the kitchen and from behind the bar. This requires making deliberate choices and cutting unnecessary details. Write actively – keep it short and engaging. However, avoid using overly technical language that your guests may not understand. Terms like "hamachi," "moluga," or "lamb ears" might leave your audience confused. Instead, use descriptions that spark the imagination: for example, "yellowfin mackerel," "herring caviar," or "sea vegetables." Describe your dishes with words that sound delicious and provide as much detail as possible. Don’t just write "cheesecake" – write "New York cheesecake." Not "apple pie," but "freshly baked apple pie based on grandma’s recipe" (but only if that’s genuinely true!). Tap into nostalgia and the desire for authenticity or small-scale production. For instance, "strawberries from organic farmer Bram," "Zeeland mussels, our chef’s favourite!" or "crispy, fried potatoes." Research shows that appealing, descriptive language helps sell dishes. A short, imaginative description of up to two sentences beneath the dish can make all the difference. The more enticing the description, the more likely guests are to choose a pricier or higher-margin dish. So, make those words count!

Language Errors Sloppy on the menu, sloppy on the plate? Have your menu texts checked by a copywriter to ensure there are no language errors. Don’t assume your designer will do this – they probably won’t even read your menu. A common pitfall is relying on descriptions provided by your chef or boss. While they may have excellent culinary knowledge, they might not be as skilled in language. Foreign terms, in particular, are often misused or misspelled. Is it omelette or omelet? Slip tongue or sole tongue? Meringue or merengue?

Capital letters are also tricky. No, chardonnay is not capitalised, nor is champagne unless you’re referring to the wine from the Champagne region. Similarly, most ingredients and dishes are written in lowercase, including paloma, mojito, tomahawk, poke bowl, or dim sum. Of course, there are exceptions, so when in doubt, consult a proofreader to ensure your menu is free of errors.

Finally, keep your menu concise. The ideal menu includes seven starters, ten main courses, and seven desserts. Research shows that when faced with too many options, guests are less satisfied with their choice. A simple, organised menu – in terms of design, language, and content – leads to a better guest experience.

Feeling overwhelmed? Not sure where to start? Brandchef is here to help. From copy to design and final production, we’ll take care of your menu.

hello@brandchef.amsterdam
‍+31 20 7521 751

‍