The act of handing a menu to a restaurant guest has been described as, “The ability to place an advertisement in every customer’s hand before they part with their money.” Why then do so many restaurants get it wrong?
Of course, many menus are a work of art; well-designed, understandable and helpful. The great ones I have seen can have me salivating before I place my order.
The bad ones are often unreadable. You must have seen people taking photos of a menu to zoom in on the text. It’s madness.
From my experience, there is no correlation between the quality of the food and the quality of the menu.
Restaurant Menu Design
Designing a good restaurant menu involves careful consideration of various factors, including the target audience, cuisine style, pricing strategy, and overall aesthetic appeal. Here are some essentials to keep in mind when designing a restaurant menu:
- Clear Organisation:
Arrange the menu in a logical order that is easy for customers to navigate. Group similar items together (e.g., appetisers, entrees, desserts) and use headings, subheadings, or dividers to enhance readability. - Limited Choices:
Avoid overwhelming customers with an extensive menu. Offer a balanced selection of dishes that showcase your restaurant’s specialities and cater to different preferences. A concise menu can help customers make decisions more quickly. - Descriptive Language: Use enticing and descriptive language to make the dishes sound appealing. Highlight key ingredients, preparation methods, or unique features to capture customers’ attention and stimulate their appetites.
- Visual Appeal:
Incorporate high-quality food photography or illustrations to visually represent your dishes. A well-designed menu with attractive visuals can enhance customers’ dining experience and entice them to try new dishes. - Pricing Placement:
Strategically position prices to influence customers’ choices. Avoid using currency symbols as they can draw attention to the price rather than the dish itself. Instead, place prices at the end of the item description or in a separate column to minimize their impact. - Font and Typography:
Choose legible fonts that reflect your restaurant’s branding and ambience. Consider the menu’s readability, particularly for older customers or those with visual impairments. Use appropriate font sizes, colours, and contrasts for easy reading. - Specials and Promotions:
Highlight any daily specials, seasonal offerings, or promotional deals to draw attention and create a sense of urgency. Use design elements like borders, icons, or callout boxes to make these items stand out. - Allergen and Dietary Information:
Include clear and concise allergen information or symbols to assist customers with dietary restrictions or preferences. This demonstrates your commitment to customer safety and accommodates a wider range of dietary needs. - Consistent Branding:
Ensure that the menu design aligns with your restaurant’s overall branding and ambience. Use colours, fonts, and design elements that are consistent with your logo, website, and interior decor to create a cohesive experience. - Readability and Proofreading:
Double-check the menu for spelling, grammar, and formatting errors. Ensure that the text is easy to read, with appropriate font sizes and spacing. Proofreading is crucial to maintaining a professional image.
Remember, the design of a restaurant menu should reflect the unique personality of your establishment while making it easy for customers to navigate and make informed choices.
The act of handing a menu to a restaurant guest has been described as, “The ability to place an advertisement in every customer’s hand before they part with their money.”
Source: A.H. Kelson, “The Ten Commandments for Menu Success,” Restaurant Hospitality, Vol. 78, No. 7 (1994), p. 103.
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