Importance of Menu Planning and Design
- ms3304dealer
- Oct 29, 2017
- 2 min read
When you read the following menus, which one do you like the most? Do you have any impressions on the restaurants?
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You may think that a menu of a restaurant is only a list of items that the kitchen prepares. However, the reality is far more than that. It is believed that the planning and design of menu plagues a lot of restaurant owners and managers. On the one hand, they may want to put all the dishes on the menu in order to provide more choices for guests. On the other hand, they hope their guests to pay attention on their special dishes. They also have to consider all the elements of the menu, including the color, style, name of dishes, photos, food descriptions, prices, restaurant story and philosophy. Why is it so important to plan and design a menu in line with the needs of restaurants and expectation of guests? Let’s us explore the answer together.
Firstly, a menu is a means for representation the restaurant. It shows exactly what the restaurant is and the characteristics. It creates the impression so that the customers will know more about the restaurant’s style. Therefore, the planning and design of menus conveys the image of the restaurant. Moreover, it is the key of pleasing customers.
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Secondly, menu can be treated as an internal advertising tool. It may be the only printed advertising that 100% will be read by the customers. Gallup, the one who conducted a survey on menu design, reported that customers averagely spend 109 seconds on reading the menu. Once the customers open the menu, they will decide whether to order or not and even how much they will spend in the restaurant with the time limit. Therefore, the design and planning of the menu should be emphasized as it directly influences the customers’ impression on the restaurant and the sales revenue as well.
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Last but not least, the design of menu delivers the marketing plan of the restaurant. According to an article of The Wall Street Journal, the new design of the menu highlights the most profitable offerings, just like the waiters were asked to recommend dishes. Therefore, a proper menu can draw attention of the customers on specific items and increase the likelihood that those items will be ordered. Menu design has a subtle effect on what customers order. As a result, it can boost the desired sales on certain items.
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Learning reflection
Before the lesson, I thought that a menu was only a list of dishes served that the kitchen has prepared. In reality, from design to evaluation of the menu, every step should be considered carefully as it must balance the company budget with customers’ expectation. A proper menu can attract customers a lot and boost sales at the same time. Yet, a poor menu can adversely affect the company image. Thus, we should not underestimate the significance of menu planning and design.
References
[1] Menu Design: Why It's Important and How to Do It Right. Aaronallen. Retrived from: http://aaronallen.com/blog/restaurant-menu-design-engineering/restaurant-menu-design
[2] Importance of Menu Design. Restaurant Informer. Retrieved from: http://www.restaurantinformer.com/2009/10/the-importance-of-menu-design/
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