Example of a restaurant menu

8 Steps to Create Your Restaurant Menu

Determine the type of menu you want to create

The first step in developing your menu is deciding on its scope and purpose. Are you creating a full menu, a breakfast menu, a brunch menu, or perhaps a seasonal or limited-time menu? Understanding the type of menu you need will guide your decisions on what items to include and how to structure the menu.

Compile and organize your dishes

Next, compile a list of dishes you want to offer. Categorize these items logically – for example, appetizers, main courses, desserts, and beverages. You may also consider sub-categories, such as vegetarian, vegan, gluten-free, and kids’ menu items. Additionally, think about recommended pairings, special combos, or offers that can encourage customers to try more items.

Determine the appropriate number of dishes to include

When it comes to determining the ideal number of items for your restaurant menu, balance is key. Offering too few items may limit customer choice and satisfaction, while too many items can overwhelm customers and strain kitchen operations. Here are some best practices:

  • Full-Service Restaurants: Aim for 20-30 items across all categories (appetizers, mains, desserts, beverages). This range provides variety without overwhelming customers or kitchen staff.
  • Casual Dining/Brunch Menus: 15-25 items can offer enough variety while keeping operations manageable.
  • Specialty/Focused Menus: If your restaurant has a specific focus (e.g., a pizzeria, sushi bar), fewer items (10-15) can ensure high quality and consistency.

Write menu descriptions for each item

Once you finalize the items to include on your menu, write a description for each to entice and inform your customers. Descriptions can be short and to the point, or they can tell a story about the dish’s origin, ingredients, or preparation method. While it’s typically best to be consistent in your descriptions, having 1-2 longer descriptions can help these specific, ideally more profitable, items stand out on your menu. Check out this article to learn more about how to write enticing menu descriptions. Here are a few examples:

  • Short and Sweet: Margherita Pizza: Fresh mozzarella, basil, and tomato sauce on a crispy thin crust.
  • Descriptive and Evocative: Forest Mushroom Risotto – Creamy Arborio rice infused with a medley of wild mushrooms, truffle oil, and Parmesan, finished with a drizzle of white truffle oil.
  • Storytelling: Grandma’s Sunday Roast –

Identify What Indicators You Want to Include

Consider adding indicators to your menu items that provide additional information and cater to specific customer preferences. Common indicators include:

  • Gluten-free
  • Vegan
  • Locally sourced
  • Staff favorite
  • Limited time offer
  • Spicy

Design Your Menu to Be a Reflection of Your Restaurant’s Brand

The design of your menu should align with your restaurant’s overall branding. This includes the choice of colors, fonts, and layout. A sophisticated fine dining establishment might opt for elegant, minimalist design elements, while a casual eatery might use vibrant colors and playful fonts.

Menu design can significantly influence customer behavior. Research shows that the average customer spends only 109 seconds looking at a menu, so it’s crucial to make those seconds count. Here are some best practices:

  • Use the Golden Triangle: Diners don’t read menus the same way they would read a book. Place your most profitable items in the middle and top right corner of your menu, as this is where customers’ eyes naturally go first.
  • Highlight Specials: Use boxes or borders to draw attention to special dishes or high-margin items.
  • Readable Fonts: Ensure your fonts are legible and appropriately sized.
  • Avoid Clutter: Too many items can overwhelm customers. Aim for a balanced layout with enough white space.

The placement of items, use of descriptive language, and visual cues all play a role in guiding customer choices and enhancing their dining experience.

Take and Incorporate Menu Photos

Menu photos are a great way to showcase your dishes, but may be distracting on a printed menu. For your in-store menu, only include photos of your featured dishes that you want to draw attention to. While optional for printed menus, photos are critical for your online menu. Our research shows that restaurants with high-quality photos on their online menu earn 30% more takeout revenue compared to those without photos. Here are some tips for taking menu photos like the pros:

  • Natural Lighting: Use natural light to capture the true colors and textures of the food.
  • Focus on the Food: Make sure the dish is the focal point of the photo, with minimal distractions.
  • Consistency: Ensure all photos have a consistent style and feel, reflecting your brand’s image.

Get even more tips from our experts here, and check out this article to see examples of menu photos from some of our top performing partners.

Engineer Your Menu for Upselling

Once you create your menu, make a plan to monitor performance so you can optimize your offerings and pricing strategies. Menu engineering is the practice of analyzing the profitability and popularity of each menu item and strategically positioning them to maximize profits. Here’s how to do it:

  • Classify Menu Items: Use a matrix to classify items as stars (high profit, high popularity), puzzles (high profit, low popularity), plowhorses (low profit, high popularity), and dogs (low profit, low popularity).
  • Promote Stars: Highlight your star items with visual cues or special boxes.
  • Reposition or Rework Puzzles: Experiment with descriptions, pricing, or placement to increase their popularity.
  • Adjust or Eliminate Dogs: Consider removing low-profit, low-popularity items to streamline your menu.

In conclusion, a well-crafted menu is a powerful tool for restaurant success. By carefully planning and designing your menu, you can enhance the dining experience, reflect your brand, and drive profitability. Use these guidelines to create a menu that not only delights your customers but also boosts your bottom line.

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