Consider your menu as a vital marketing tool. It’s the calling card for customers to come in, order and come back for more. The menu’s presentation creates an overall perception of what the customer expects from your business.
Create the right atmosphere straight off the page with alluring and honest design. An alluring menu will use clear and descriptive words that display the item’s appeal. An honest menu will deliver on what the restaurant is promising; this includes atmosphere, flavor and value. These attributes are key players in the overall design of the menu. When the menu's design and item descriptions match the concept of the restaurant, customers are able to garner a sense of anticipation for the meal and for the restaurant experience.
Structure and Flow
For a printed menu, the overall layout and design can be created one of two ways: by a professional design team or with your computer and a menu design program.
If you are commandeering the menu layout work on your own, follow the same steps as a professional design consultants:
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Consider your restaurant’s overall brand image and incorporate this into the menu design.
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Include ideas that use texture and color to convey your overall message.
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Position top selling entrees at the beginning or end of lists.
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Put a framed text box around a signature item to draw the customer's attention to it.
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Keep each section of the menu clean and independent of other sections.
Putting Pen to Paper
The menu’s copy (written content) should match the overall design and feel of your restaurant. Keep descriptions brief but mouthwatering-ly informative.
For example:
For a burger joint who takes their burger creation seriously:
"Center-cut of aged 100% pure Angus Beef served on house made sourdough roll with crisp romaine, ripe tomato and complemented by melted gorgonzola."
Or
For a laid back breakfast-only restaurant serving all the classics:
"fluffy poached eggs, hollandaise, thick apple-smoked bacon, muffin"
Put yourself in the mind of a hungry customer checking out meal options in the area. Ask yourself, what sets your restaurant apart from the other choices? Beckon to appetites with creative and strategic menu design that attracts guests to place an order at your restaurant.
Check out these additional resources to spark your inspiration:
Art of the Menu
15 Creative Menu Designs
Bar Menu Inspiration
