Make a good first impression with your menu

Whether you present your menu online, in a folder or on a large board, a good first impression is always crucial. It determines whether consumers choose you, tells them what to expect from your business and even impacts how much they are willing to spend. Want to attract customers with your menu? La Lorraine Bakery Group tells you how.

Types of menus

You can present your menu in various different ways. Each option has certain advantages. Let's explore five commonly used options. Ready to find out which menu type will work best for your business?

Online menu: by publishing your menu online, people can simply search your menu for what they can eat. This is especially important if your business is not located in the centre of town or is less accessible. This type of menu has a clear goal: convincing people to visit you.
Menu on a board in front of your business: these types of menus are important in city centres where several restaurants, bars and sandwich shops cluster. By putting your menu on full display, you increase the chance that consumers will pick your business.
Menu in a folder: this strategy is best for extensive menus. By allowing people to leaf through the folder, you give the impression that your business has lots of options to offer. Tip: you can also include your suggestions and your drinks. Some businesses like to add suggestions on a loose A4 page, so they can switch it out regularly.
Paper menu on the table: this type of menu is especially popular at family-friendly restaurants. You can print puzzles or colouring pictures on the back of the menu. It makes it easier for customers to make their choice, as everyone has access to a menu and can discuss sharing dishes.
Menu via QR code: another version of the online menu is a menu that can be accessed by scanning a QR code that you place on tables or on your counter. This method is primarily suited to businesses with a younger, more modern clientèle. These menus are very hygienic and are great for businesses that like to change their menu often, as they are easy to update.

The menus listed are just a handful of the many options available to you. You could come up with your own design like a leaflet or a folded menu. It's your business — let your creativity run wild.

Whatever option you choose, the design is very important. A beautifully designed menu that is consistent with your business's brand creates a professional impression.

Put your restaurant on the map

In this guide, you'll find lots of interesting info, especially for restaurants. Delve into our recipes and discover handy tips & tricks and the biggest advantages of our products for your restaurant.

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Tips for an impactful menu

Have you picked your menu type? Great, then let's get to work designing a menu that fits your brand. Here are some tips.

Create a logical structure

The more extensive your menu, the more important it is to have a good structure. Present your offering in a clear way, so your customers don't get lost in the options.

Here is an example of a logical order:

Drinks: water, soft drinks, beers, wines, aperitifs, cocktails (and mocktails), coffee, tea and liqueur coffees.
Sides and sharing dishes: small dishes for one person, followed by sharing dishes, such as an appetiser board.
Starters: start with cold starters like salads and then warm starters like soups.
Mains: with different categories for meat, fish, vegetarian and vegan.
Extras: extra vegetables, sauces, potato dishes, rice, pasta, bread.
Children's menu: provide a separate offering for kids. You can also give them a separate menu. They'll love that!
Dessert: separate into categories where necessary. For example, patisserie, ice cream, puddings, mousses etc.

Create a clear layout

Decorative fonts are beautiful but legibility is more important here. Want to use a special font on your menu? Only use it for the larger headers, so they are legible. For smaller text, use standard sans serif fonts, such as Aptos, Arial or Roboto in a 12+ point. Make sure you have sufficient contrast as well, i.e. dark text on a light background or light text on a dark background. You could also provide a menu with a large text size for customers with visual impairments or ask everyone if they can read/understand the menu when handing them out.

Want to add more flair to your menu? Use symbols, images and colour to bring the menu in line with your restaurant’s branding. No-one expects a leather bound book with decorative lettering in a restaurant serving hamburgers — unless you serve gourmet hamburgers, of course. Do you have a unique restaurant concept? Make sure your menu fits your concept because consistent branding creates a solid impression.

Tip: there are many tools you can use to design a menu yourself, such as Canva.

Tip 2: need inspiration? Sign up for Pinterest and search for “menu design”.

Generate more sales with your menu

As well as the visual impact, your menu can even help you generate more sales. Really? Yes, really! By using smart sales techniques, your menu will drive customers to choose the products with the lowest food cost percentage and therefore result in higher profits for you.

Some tips and tricks:

Place the more profitable dishes in the most prominent locations, such as the top left-hand corner or the top of a section. These categories garner the most attention. List your “specials”.
Start off the section with an expensive dish, so the other dishes seem relatively cheap in comparison.
Use descriptive words that create an image in customers’ minds, such as “homemade”, “authentic’, “juicy” and “grilled”.
Make a list of “chef's recommendations”.
Leave off currency symbols and use round numbers.
Offer different portion sizes. People with larger appetites will go for the more expensive option and you can prevent waste by giving smaller portions to people with smaller appetites.
Provide extra options and toppings, so customers can customise their order. For example, fresh truffle or caviar.

Tip: test out what works with your target audience and encourage your servers to generate greater sales. Friendliness and good service contribute to higher sales as well. Good luck!

LLBG: your partner for a menu that works

Do you feel like you could be getting more out of your menu, but not sure where the problem lies? Want to create a menu that is packed with culinary delights but also immediately attracts your target audience's attention? La Lorraine Bakery Group has more than 80 years’ experience in the food industry. We're happy to advise you, so book a meeting with one of our representatives.

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