What's Wrong With This Menu?

From VANEEpedia

Problem: No Descriptions On this menu, prices stand out more than anything else. Right-adjusted prices (prices that are aligned in a column) allow customers to “price shop” rather than choose an entree based on the description.

Solution: List an item’s price at the end of the description. For higher-end restaurants, put the price in the same font and size as the description. E.g.: Tomato Bisque $7.

Problem: Price Shoppability A name like “Chicken Wings” conjures different mental pictures for different people, allowing room for disappointment and confusion. Also, a generic name without a description does not invite a customer to try something new or to understand menu pricing. Something as simple as “Honey BBQ Chicken Wings” is more convincing than just “Chicken Wings”.

Solution:Make mouths water by using sensory imagery in your descriptions. Keep descriptions brief. 1-2 sentences is sufficient.

Problem: No Photos or Graphics. There are no photos or graphics to draw attention to the high gross profit or “featured” items. Solution: Buy stock photography or have your most profitable items photographed and placed strategically througout the menu.

What does this menu have in common with thousands of others in the industry?It is ineffective. It does not differentiate this restaurant or its best menu items.

With some careful planning you can boost check averages and profitability with a smart, hard-working menu that doesn’t cost a fortune. For menu merchandising resources, visit these other pages on menu engineering.

• Menu Engineering
• Menu Pricing Strategy
• Menu Item Naming Tips