FOOD & BEVERAGE_>>
ior. Featuring a high-margin item, calling out a signature pick, or giving visual weight to a “guest/staff favorite” can steer deci- sions without any staff interaction. Menu real estate is strategy. It’s about control and curb appeal. Layout sets the tone and steers behavior, lifting margin without any actual physical reworking of the dishes. How to put layout to work: • Start each section with a proven margin driver • Use white space to create pauses and cues • Group items by how guests choose, not how kitchens fire • Isolate modifiers and add-ons to increase visibility and spend
For example, at one casual full-service restaurant in a high-volume village, a flatbread went from forgettable to top five in sales—no recipe change, no upsell—just a rename. “Moz- zarella with Basil and Tomato” became “Campfire Caprese.” The vibe sold it. Not the ingredients. Good copy isn’t poetry. It’s positioning. It nudges the guest into a decision and helps them feel good about making it.
THE SHARPIE TEST
Most menus don’t need a redesign. They need a black marker reckoning. Before pulling reports or running algorithms, print out the menu. Mark it up. Write down what you know, what you think, what you’re hearing from the team, and what makes common sense at a glance. The crowd favorites. The constant comps. The visually unappealing. The dishes that are impossible to carry. The items that are easy to execute and the ones that tie up the line. Then bring in the sales mix. Highlight your top sellers and circle anything running a 65 percent margin or better. Wherev- er those two overlap, that’s your starting lineup. That’s the play. Edit what’s there. Reframe what already works. Make the lineup easier to sell, easier to run, and easier to say yes to. That focus delivers common, repeatable margin boosts from simple menu edits—no capital required. » cont.
WORDS THAT SELL
Guests respond to language long before they respond to flavor. Get the words on the menu right, and you create value before the orders are even placed. Get them wrong, and everything on the page flattens into a commodity. The copy on too many menus reads like a packing slip: Chicken Sandwich; Grilled Fish; House Salad. Good copy can anchor price, trigger nostalgia, and nudge spend—all in six words or less. • “Chili-glazed” makes salmon feel intentional and ‘culinary’
• “Snow Day French Toast” is setting appropriate • “Trailhead Chili Bowl” creates a sense of place
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