When your partner whispers sweet nothings into your ear, you can’t help but fall in love. The same thing 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 touch are the normal love languages for most humans. But there is a new love language developing in restaurants – the 6th love language that 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 is going to 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 percent of the customer buying decision for a specific dish. Think of all the sales you might have lost because your menu was too basic. Customers want to feel connected to the meals they are ordering.
Menu descriptions trigger 45 percent of the customer buying decision for a specific dish.
They say we eat with our eyes first, which is true. But that doesn’t mean only pictures, it also means the words we are reading on a menu. Just like reading a romance novel or watching a romantic comedy, when menu descriptions are written the right way, a customer can’t help but feel captivated by the story behind the meal choices presented to them.
Now you may ask, what changes can I make to attract new customers and charm the pants off my loyal diners (not literally, please)?
You’ve chosen the right foods, found the perfect menu design, and accurately priced every plate. So, the prep work is already done. Now it’s time to figure out the story behind each meal.
More and more customers are interested in the narrative behind the food they are ordering. Poorly written menu descriptions can cost you money when you don’t add a little “spice.”
Take this opportunity to write engaging and unique descriptions for the foods and drinks you are serving. Here are three ways you can elevate your menu descriptions:
1. Work with a skilled copywriter to create dynamic descriptions
Nobody knows how to describe food better than a food blogger. Let’s face it, they have a way with words – true 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” isn’t going to cut it anymore. Add a little more love to the meal by using sensory words that explain flavor or texture in a meal. Try saying something like “Juicy grilled burger, seasoned with our signature secret seasoning, nested between two toasted brioche buns and topped with lettuce, tomato, and onions from our local farm. Served with side of hand cut fries”.
3. Identify local ingredients
Sustainability, farm-to-table, and the use of local ingredients are becoming more popular among diners. This is a great way to grow your customer base within your community and showcase your efforts in being more environmentally friendly.
Menu engineering isn’t just about the popularity of a menu item or the placement of each menu section. It also includes how you describe each menu item. As a restaurant owner, you might think the menu is just a list of the food being served. But the industry is changing, and customer expectations are evolving. The story behind your menu can make all the difference in check sizes and lead to guests ordering 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 should go into menu descriptions so make sure to tell the story of each plate.