Intro
Whether for a hotel, restaurant or cafe, you’re menus are a secret to your sales. Afterall, selling great food and drink is almost as satisfying as creating it. Really enticing menu designs must aid dish selection and upselling. A poor design leads to lazy choices.Â
The Commercial Lens
It’s not all about the dishes. Good menu design has a real part to play in the operation of a business. Too many dishes and your fridges are full with stock that may or may not sell. Too few dishes and the choice its lacking. Striking the right balance is key to profitability. Don’t forget upsells, wine matching. Do it with balance and a deft touch.
The Tonality Lens
Your menus should reflect and enhance your brand. They should never be an afterthought. Remember the choice of dishes can say so much about your brand. Get it wrong and it sends the wrong signals. Get it right and the diner will think more about your brand. Balance is key.
The Loyalty Lens
Know what sells. Don’t be tempted to remove a dish (even if it sells) just because it’s been there a while. Your chef may be making these dishes day in, day out, but your customer will love it if they see a favourite they’ve returned for. Listen to your diners too. A good comment card will let you know what works. Be guided by it – just don’t let it blindly lead your brand. Â
The Guardianship Lens
Having a designer who understands the intricacies of menu design is important. Consistency of spelling, allergen information are small but highly relevant to good design. Chefs make great food. Remember that spelling is less a priority to them. Always check. Allergens matter. Make sure you are covered. More importantly make sure your servers understand them too.
Summary
Don’t underplay the importance of a great looking menu. In the front-line of sales. It’s your most important weapon.
Insight
Game-changing seaside hotel marketing
Marketing for a coastal hotel is a specialised skil., I have great experience in theis specialised area. read all about how I can add a whole new level toy your coastal brand. See examples of businesses i’ve helped shape and look after on an on-going basis.
The ultimate ROI of hospitality branding
Great hospitality branding creates a distinct competitive advantage. When a brand successfully marries an authentic narrative, flawless multi-sensory design, and a highly aligned team culture, it stops competing purely on price.
How do you brand a manufacturing business?
The business to business market is notoriously staid and plain. How do you take a seemingly non-descript product and create a tone of voice that the brand is known for across the sector? Better still, how do you give it real recognition with its customer base?
