These examples and tips on menu copy may help you raise your guests’ expectations for your food, but keep in mind, the capabilities and skills of your kitchen. It does more harm than good to use this type of descriptive copy if your kitchen can’t deliver the food quality so eloquently described in the menu.

An important factor that effects your guest’s perception of quality and selection are the words (or copy) that is used to describe the items on your menu. The right words and phrases will create positive mental images of your food and enhance customer expectations.

Good menu copy can give you the opportunity to differentiate your restaurant with creativity, flair and pizzazz. Some restaurants also use the menu as a vehicle to entertain their guests with humor and wit. Whatever the case, your menu is your #1 sales vehicle and it deserves careful attention to detail.

Menu Categories
Let’s start with the first level of copy, the words used to describe your menu categories. Here are the more
traditional and common category descriptions – appetizers & soups, salads, pastas, entrees, sides, deserts.

Now this may get the job done, but here are some ideas to say it with a little more flair –

• Just for Starters
• Food to Share
• Local Favorites
• Hearty Sandwiches
• Wood-Fired Pizza
• House Specialties
• Favorites
• Fresh pasta temptations
• Classic Favorites
• Chef’s Choice

Another idea is to add a short sentence short sentence or phrase about the category. This is a great way to add a story or higher degree of quality to a specific menu category.

• Desserts – Like everything else, all our desserts are made fresh daily in our in our kitchen.
• The Grill – We grill over a mesquite wood fire that seals in natural juices and imparts a rich, smoky flavor.
• Rotisserie & Grill – We fire up our rotisserie twice a day and slow-roast these moist specialties in their own juices. Get it while it lasts!

Menu Item Names
The next level of copy is the name of your menu items. You can easily differentiate your offerings from the
competition and create interest and individuality by coming up with some creative names for certain menu
items. For example:

• Lobster Tail – Caribbean Lobster Tail
• Chicken Pasta – Herb Roasted Chicken Pasta
• Salmon – Mesquite-Grilled King Salmon
• Grilled Vegetables – Fire Roasted Vegetables

Think about adding just enough of a description, or unique name, to peek some interest and set your food apart from the competition.

Menu Item Descriptions
The final level of copy has to do with the descriptive copy of the menu items themselves. Following are some examples of what one restaurant did:

• Oyster Cocktail: Fresh, local, yearling oysters served with our famous tangy cocktail sauce
• Chicken Pot Pie:Generous portions of plump, hand-carved turkey breast, fresh vegetables, rich creamy sauce, and our made from scratch flaky crust.

Here is a list of words you might consider when you develop your own menu copy:

• hand-selected
• old-fashioned
• made from scratch
• fresh from the oven
• sautéed
• unique flavor
• natural
• simmered to perfection
• melt in your mouth
• golden brown
• served piping hot
• generous serving
• the best you can buy
• spicy grilled
• slow-cooked
• premium quality
• 100% cholesterol free
• fork tender
• loaded with . . .
• all-natural
• bountiful
• delicate
• robust
• tangy
• plump
• full-bodied flavor
• chef’s choice
• garden-fresh
• natural juices
• loaded with flavor

Have Some Fun
Some restaurants include fun and good natured humor in their menu.  It’s not a bad idea. If it reinforces your desired brand image…then do it. You menu is there to enhance the positive distinctions of your restaurant. Take advantage of this opportunity to define and reinforce your unique identity.

If you don’t use humor, use a good story. People are drawn and endeared to stories.  They act as mental magnets and they will help customers remember you. They will feel a closer connection to your restaurant if they know the people, the history and unique qualities behind it all.

From Food Cost 101, you know you must first breakdown all of your offerings to identify the ones you want to promote. Then select a format or analyze your current menu.

Most national chains laminate their menu. One of the reasons is to ensure that a location in California will offer the same items as one in New York. As an independent restaurant, you don’t have such restrictions. In fact, this can be an exciting advantage over your national competitors.

A simple paper menu is hard to keep clean and dry. You may want to avoid it, unless you’re changing your menu daily. Many experts suggest a plastic cover or backing in which interchangeable sheets can be inserted. These are easy to change and are easy to keep in prime condition.

The average customer spends less than 3 minutes reading a menu, so keep it simple. Menu analysis reveals that 70% of the average items sold from a menu are approximately the same 10 selections. DO WHAT YOU DO BEST. Avoid trying to offer everything. Don’t forget that menus with prolific offerings have to be supported with a large inventory, and this can be very costly. A reasonable number might be 40 to 50 items.

Beware of being too clever with your menu. Pick a font that is easy to read, not too pretty or too graphic. Keep the color of the paper and the size of the font in mind with your lighting conditions.

When writing your menu be sure to use mouth watering descriptions. The following are various descriptive techniques:

• Method of preparation
• Unusual or specialty ingredients or recipes
• The way an item is served
• Characteristics (ex. Freshness)
• Variety, name brand or local origin

Emphasize the important items on your menu. The following are various techniques to enhance your most profitable and popular items:

• Graphics
• Boxes
• Font Size
• Icons
• Shading
• Photos
• Illustrations
• Asymmetrical alignment
• Special placement
• Tell a story or the history
• Color

Be sure to review your menu on a regular basis. Menus should be changed a minimum of twice a year. IT IS IMPORTANT TO CONSTANTLY OFFER NEW ITEMS. The chain restaurants, from fast food to casual dining, are perfect examples of this.

Finally, be sure to work with your foodservice sales rep for profitable possibilities. They can help you create and market limited time offers, holiday specials, seasonal menus, special event menus, and much more. You can also capitalize on their market knowledge by asking what is selling and what isn’t. Their manufacturer reps can provide regional data on what the hottest flavors and menu trends are.

Multiplier

Multiplier is a very simple method that involves totaling the cost of the plate, and all ancillary items, and then multiplying that by 2.5, 3, 3.5 or 4. The problem with this method is it will be very inconsistent to the real dollar profit needed to be successful.

For example, a ¼ chicken plus ancillary cost is equal to $1. Multiply $1 x 3 = $3. With a $3.00 selling price you only make $2.00 over cost on that seat. You may have a $3.00 fixed cost so you lose $1.00 on that customer.
Some people use a multiplier and then add one or two dollars to the item for good measure.

Food Cost Percentage
Food cost percentage is nothing more than wanting a fixed food cost for all items. It uses the multiplier to determine what overall food cost will be

• 20% Food Cost – Multiplier is 5
• 25% Food Cost – Multiplier is 4
• 33% Food Cost – Multiplier is 3
• 50% Food Cost – Multiplier is 2

As with the multiplier system, the same problems exist. One other problem is using the same example of chicken with a multiplier of 3.

For steak with a cost of $5 x 3 = $15 selling price. Consistency in pricing is very important. Your menu should be balanced and a $12 range for entrees would not be considered well balanced.

When considering this method, remember, you take DOLLARS to the bank NOT percentages. Think through the dollar amount you charge and the volume it will generate. For example, Steaks may carry a higher food cost but typically they will deliver more gross profit dollars to the bottom line.

Competition
Gathering menus from competitors is a very popular way to price a menu. In comparison, the prices on the menu may vary greatly. The problem with this method is comparing

• Portion Size
• Quality of product
• Décor
• Service
• Overall points of difference
• Location
• Marketing
• Reputation

What the Market will Bare
What the market will bare has more to do with raising prices. Every market has a perceived idea of what each restaurant should be. We all know examples of restaurants that charge considerably more for basically the same food.
A good example is going to a baseball game and paying two or three times the normal price, because a captive audience will pay for it. The important feature to remember is to be careful and do not try to be something you’re not.

To sum up pricing, it is very important that you do not use only one of the pricing methods listed but use common sense and combine all of the pricing methods. Food cost is more directly affected by product mix than any other factor. All items must be adequately priced in order to ensure profitability.