When your partner whispers sweet nothings in your ear, you can’t help but fall in love. The same can be said about food. Nothing says I love you like a delicious meal.
Words of affirmation, acts of service, receiving gifts, quality time, and physical contact are normal love languages for most humans. But there’s a new love language growing in restaurants – the 6th love language no one talks about – menu descriptions.
A true foodie is captivated by menu descriptions. Someone who is genuinely interested in trying new foods and dining at your restaurant will take the time to read the words used to describe the food they are about to order.
According to SagePub.com, menu descriptions trigger 45% of a customer’s purchase decision for a specific dish. Think of all the sales you could have lost because your menu was too basic. Customers want to feel connected to the meals they order.
Menu descriptions trigger 45% of the customer’s purchase decision for a specific dish.
They say you eat with your eyes first, which is true. But that doesn’t just mean pictures, it also means the words we read on a menu. Much like reading a romance novel or watching a romantic comedy, when menu descriptions are written correctly, a customer can’t help but feel captivated by the story behind the meal choices presented to them.
Now you might be wondering what changes can I make to attract new customers and win over my loyal guests (not literally, please)?
You picked the right foods, found the perfect menu design, and priced each plate precisely. So the prep work is already done. Now is the time to understand the story behind each meal.
More and more customers are interested in the story behind the dishes they order. Poorly written menu descriptions can cost you money if you don’t add a little ‘spice’ to them.
Use this opportunity to write engaging and unique descriptions for the food and drink you serve. Here are three ways to improve your menu descriptions:
1. Work with a skilled writer to create dynamic descriptions
No one can describe food better than a food blogger. Let’s face it, they have a meaning for words – real food porn writers. Try partnering with a local food blogger in your community to write your menu descriptions.
2. Don’t use simple descriptions
The normal “Burger and Fries” will no longer suffice. Add a little more love to the meal by using sensory words that explain the flavor or texture of a meal. Try saying something like “Juicy grilled burger, seasoned with our signature secret seasoning, nestled between two grilled brioche buns and topped with lettuce, tomatoes and onions from our local farm.” Served with hand-cut fries”.
3. Identify local ingredients
Sustainability, farm-to-table and the use of local ingredients are increasingly popular among diners. It’s a great way to expand your customer base within your community and showcase your efforts to be more environmentally friendly.
Menu engineering is not just about the popularity of a menu item or the location of each menu section. It also understands how you describe each menu item. As a restaurant owner, you might think that the menu is just a list of dishes served. But the industry is changing and customer expectations are changing. The story behind your menu can make all the difference in the size of checks and entice customers to order more during their visit. Your menu is one of the first impressions your customers get when they sit down to dine at your restaurant. Effort and thought must go into menu descriptions, so be sure to tell the story behind each plate.