The menu, is a list of all available food and beverage items and their respective cost. Some are quite elaborate with photos, unique design and elaborate descriptions. Some in leather covers or laminated and others are simply a short list of items printed on a standard sheet size. It is one of the first impressions and ultimately the dining decision determinator.
That’s a lot to ask of a piece of paper.
Although they vary from content, construction and cost, the menu is the conduit to the guest. It’s essentially responsible for first time visits, returning, or looking for something new and different. It’s the physical connection between the operator and the guest, hence ME-N-U.
When I was responsible for the design of the Kelsey’s and Montana’s menus, it was critical to portray and capture the brand persona and position. It was a customer communication tool to reflect the brand benefits and features. It reinforced their dining decision and narrative in the brand promise. With finessed food photography, call outs to attract attention to the key bottom-line contributors/signature items, all were engineered to increase the brand perception and the guest cheque average.
Today menus are of a different mindset. Although they are still the messenger, the number of items and the style/design have been simplified to decrease food and labour costs while increasing profits. The one element that appears to be disappearing is leveraging the menu as a critical branding element.
The menu is a silent sales tool. Guests ponder over their meal decision for many minutes, hence the opportunity to reinforce the operators point of difference. It could be the premise and position, perhaps the quality and care of each recipe or a short story regarding the history and how tasteful traditions have been passed down.
Pending what is unique or the reasons to believe, take the opportunity to tell that story to your guests. It will not only reinforce their dining decision today but for many future visits. Remember dining is essentially a one-to-one experience between the operator and the guest.
The menu is the conduit, the messenger, and the narrative between ME-N-U.
What are the critical elements you consider when constructing a menu to engage the guest?
Scott Moore, President of Stir Creative Communication Inc., has been helping foodservice and hospitality suppliers and operators increase sales for over 30 years. For innovative and revenue-increasing programs, marketing and promotional campaigns and much more, contact Scott at 905-484-3094, scott@stircommunications.ca, or visit www.stircommunications.ca.