In the same study, participants reviewed the meals that used the descriptive dish titles more positively than the identical meals that used the basic titles. All Rights Reserved, Menu Engineering: How to Raise Restaurant Profits 15% or More, The Anatomy of Restaurant Failure: Dead Man Walking, Restaurant Cost Control – Part 1: A Nickel-and-Dime Business, Restaurant Beverage Management: Back of the House, At most restaurants, menu descriptions are a lifeless list of ingredients, A good description adheres to a set of best practices, and you don’t have to be a writer to benefit from them, When written well, descriptions convey the soul of your restaurant and lead to higher profits. In recent years, hors d’oeuvres have gained popularity, and now appear on most of the menus in modest eating places.. …the length of a description should reflect an item’s importance…. Because of their larger employee base, chain restaurants must try harder to find their heart and soul when writing menu descriptions. Ma Butler’s Meatloaf — Ground beef seasoned with diced onion and secret spices, and baked to completion in the oven. This all means that your menu descriptions can increase your bottom line and increase customer loyalty, creating return visitors and brand ambassadors. A backstory takes the dish out of the “same old, same old” realm. In particular, they can positively impact your restaurant in the following ways: 1. Example in reverse order: 1 > 3 > 2Chicken Pot Pie – Grandma’s flakey pie crust filled with roast chicken, baby carrots, and spring peas. Are of spicy in nature in order to stimulate the appetite for the dishes that are to follow in the course.. You can overcome the pitfalls of listing an uncommon ingredient by including three pieces of information in your description: 1. The recipe is a long-held family secret. $12.95, Carribean Jerk - Jerk spiced-rubbed patty topped with swiss cheese and grilled pineapple. Also, for a franchise organization, if the franchisees don’t understand the descriptions, they won’t believe in them. A baked potato complements the dish. The topics presented below roughly follow the 1 > 2 > 3 order displayed above, but note that some of the advice can apply to more than one part of the description. Tough vs. hearty: A piece of tough bread compared to A piece of hearty bread. After coming up with the right words, you can enjoy the stream of incoming clients for months. Broiled Filet Mignon – 8oz. From our English for Work series. You might call the names and descriptions of dishes the heart of a menu—this is the information that diners base their ordering decisions on. 1. Instead of relying on customers to always make this connection, make things easier for them by sprinkling the word “salad” into some of the dish titles in order to reinforce to customers that they are reading through the salad section: e.g., “Greek Salad” and “Buffalo Chicken Salad.” Not every dish within a given section has to include the section heading in its name, but seeing such obvious dish names frequently within a menu section makes it easier for customers to read through the menu and make decisions. He has also been featured in Time Magazine, The New York Times, The Wall Street Journal, The Washington Post, Inc. Magazine, Success, and Entrepreneur. OPTION ONE: The following menu was adapted from a popular local eatery's dinner menu; your task is to tastefully and artfully apply objective, subjective, or figurative description all for one singular purpose: you must entice the reader to salivate over the delicious entrees available. Example: Slow-roasted smoked salmon with black-eye pea cassoulet. Writing great meta descriptions that entertain, have a call to action and tell us clearly what the page is about are hard to write – but these meta description examples below do it well! These are key terms that search engines use to rank and find your site. That’s why menu designers, engineers, and copywriters work hard to get diners’ taste buds tingling with … Helvetica is known for its safe, neutral, accessible style, making your menu inclusive to all audiences. The meta description is the snippet that appears below the blue link in Google search. $11.95. This menu integrates local beer, and lobster - a Maine specialty, and it would add in exotic foods or really upscale specials periodically, especially during heavy tourist seasons. If your menu descriptions are more plain and straightforward, then pictures may be helpful. These words and expressions can also convince the guests to order more food, such as appetizers or dessert. The chef experienced this dish while on vacation. He is available to work with restaurants. Complementary assets appear alongside it in the form of star ratings, author thumbnail, site links, and other rich schema, or mark up. Good menu descriptions lead guests to order more items at a given sitting. I don’t see this effective technique used in restaurants very often, and you don’t need to be a copywriter to generate such content. The backstory is critical when creating a description, and its importance extends beyond the menu. For example, the following descriptions of the same menu item add more value to the ingredient as you read from left to right: Midwest Pork Chops > Iowa Pork Chops > Muscatine, Iowa, Pork Chops. Adding a few brand names among your menu descriptions makes it appear that you are buying “the good stuff,” which in your guests’ minds raises the value of all your dishes. Examples (Uninspired)• Pork Chop – Served with apple braised cabbage and jus.• Chocolate Cake – Served with raspberries and whipped cream.Rewritten Examples (Evocative)• Wood-Fire-Grilled Pork Chop – Double-cut, bone-in Berkshire pork chop, sweet & sour braised cabbage, apple cider jus.• 5-Layer Chocolate Cake – Espresso-soaked chocolate sponge cake, milk chocolate ganache filling, raspberry coulis, and fluffy whipped cream. Some of the text is in all caps and other parts are in all lower case. There are no inherently good or bad words to use in your descriptions…. Types of food items in ways customers would find appealing decomposition description matrix svd produces the Singular value (! Spicy in nature in order to add a bit of authentic flair and increase loyalty! 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