Creating Effective Menus:
Selling the Sizzle Through the Words

enu /menju:/ n. list of dishes available in a restaurant etc. or to be served at a meal. History has not recorded the institution of printed menus, but if the legacy were to be told, the menu is the “book cover” to the restaurant’s inherent story. Note the changing context of the word menu: high tech information, phone services, and, banking options as well. As an effective marketing tool, restaurants must be clear, precise and “sell the sizzle,” creating mouth watering descriptions to entice all that read the inscriptions. This may sound easier than it is however.

enus are sub text and proper procedures must be followed. A chef may be too artistic in her/his description. A language arts major may be too punctuation-oriented. An artist perhaps may be too artistic, taking focus away the main star, the marketing of the meal and its courses!

      There are so many detailed theories that Hospitality and Culinary Institutions around the world rely upon in the study of Menu Design. Concept Creation and Menu Execution are two such core studies. So, I have enlisted the honorable Dr. Jay Schrock, USF’s Director of the School of Hotel and Restaurant Management, for this article. In order to properly define the skill of the menu and its importance, we first had to answer the following questions.

     1.) What makes a great menu? 2.) What are some of the most important things to get across in the menu without being overly descriptive? 3.) How does one keep from being too wordy or taking away from the actual food without being uninventive or creative? 4.) Where are some of the best menus anywhere in the country?

      Dr. Schrock believes that a great menu is made by a designer that “sticks to the core business and stresses what they are good at.” Balancing creativity with preciseness is an art form! Great food pairings are essential. If the combinations do not read well, the patron is less apt to order that particular dish. Descriptive copy became a whole other art form with the creation of fusion and nouveau cuisine. Perhaps this signified the beginning of the “orally presented menu.” Although, I often enjoy a server’s description of menu items more than the actual print, most diners make their decisions upon glancing at the black and white descriptions. It seems logical then, that printing the daily specials as part of a menu feature (with prices) is just as important.

      Great menus are clearly printed, easy to read, CLEAN, punctually correct, and follow a clear sense of courses. Print must be large enough to read. Most often it is the font that is in error. If it is too difficult to read on the eyes, the brain does not allow the senses to take over. A good menu read will open the senses to imagine the taste without confusion or annihilation.

      “Balance, variety, composition, quality and value are some of the most important items that a business must get across to its readers,” according to Dr. Schrock. Keep it simple and clear. The servers will sell the food in their descriptions. Ensuring that the staff is well trained and is able to articulate each menu item with a flare and the knowledge of all ingredients and cooking procedures will increase a table sale by up to 30%. (So, pre-meal tastings for the servers are critical!)

      Restaurants that carry menus that are too top heavy in one area, such as appetizers, take away from the main star, the entree. Categorizing the food is often helpful: like pastas, seafood, steaks, etc. Let’s face it. The average consumer will go directly to the section of the menu he/she is most apt to order from. Making it accessible makes it easier, and less distracting. The up sell may come on the side dishes and salads.

      Being able to create and institute a menu that is not too wordy and leaves something to the imagination is a challenge in the more modern establishments. Both Dr. Schrock and I have read menus cover to cover, in fact even collecting them because of their cleverness or entertainment, but, more food wasn’t necessarily sold because of it.

      There is a fine line between informative, even innovative vocabulary, and product description. Menus must be careful not to use the same word too many times (i.e. tender, mouth watering, fresh). Make sure that the narration is not too long, otherwise the consumers may have already forgotten the food item that they had wanted. Using too many superlatives tire the reader. The chef, however, must maintain the ability to “add a kick” “surprise with a spice” etc. Overly hot dishes and truly different creations' should be asterisked. Educate and entice: lead the palate to the dance floor!

      Although I personally do not visit fast food establishments, McDonalds, with its concept of a drive thru menu, is a good example of clarity and organization. The pictures are bold, and the “super sizing” and meal deals were so successful that some patrons actually blamed the company’s successful marketing menu on their overly-prosperous weight gain! Let’s face it, those extra-large sized french fries do call our names when one is hungry and staring straight at the picture with the words “All this for only 39 cents more!”

      John Horne, owner of The Lazy Lobster and Anna Maria Oyster Bar, couldn't agree more. “It is hard to compete with the large chains. They have substantial money to implement colorful menu changes and concepts, changing as often as they change an idea.”

      The Anna Maria Oyster Bar has a classic menu that seldom changes due to its popularity, however the daily specials are inserted into the menus making the read all the easier for the consumer. The menu changes and specials are the work of a full team effort. Managers and staff meet to discuss fresh ideas and customer requests. Specialty menus for Mother’s or Father’s Day and holidays are used as well. Most guests are looking for some exciting additions around a holiday and are more apt to order appetizers and desserts with a special menu.

      Barnacle Bills Seafood also offers a large, organized menu with all the seafood classics as well as an ENORMOUS Specials Page. From Ipswich Fried Clams to Teriyaki Style Chilean Sea Bass, Barnacle Bill’s Specials inserts have become as popular as their entrees! Summer specials for all to enjoy!

      Another great marketing concept is used by Findaddy’s where they have seven different covers on their menus. Each on has a different groupof photos of their customers who have the feeling of being a bit of a celebrity when dining here. Enticing food shots complete the menu very nicely as well.

      Beach Bistro uses the photo idea as well and proprietor Sean Murphy even adds a dash of humor to the mix with his comment about his Bouillabaisse that, “Martha Stewart cannot do this.”

      There are, for sure, some uniquely amazing menus that should be noted: Spring in Chicago, for its style and selections, Nola’s and Emeril’s in New Orleans, for their soothing colors and descriptions, Scoma’s in San Francisco, for its selectiveness and, of course, Carnegie Deli in New York City, because, well because, everything about Carnegie Deli is noteworthy!

      As people anticipate change as the seasons of the year evolve, so should most menus. It is always with the seasonal appetite that I most enjoy the menu read. Autumn in New England brings pumpkin, winter squash and tart Macintosh apples. Fresh local melons are in high season in Florida and California is bursting at the seams with artichokes. The seafood is having its run, with fresh Alaskan halibut available to most states, and fresh Maine lobsters at their best and are very abundant.

      Watch for local changes, lighter offerings in the heat of the summer as well as changes in produce, ensuring the freshest ingredients.

      Chef Todd Kellerman, the new culinary creator for Blasé Café on Siesta Key, is a classic leader in enticing seasonal menus. The selections that he has chosen incorporate summer sauces and cooking techniques with some familiar Blasé favorites, with a lighter creative flare.

Fresh Ahi Tuna with black sesame seeds is perfect for the summer heat, while some of their classic dishes have taken a slightly vegetarian edge, another creative idea with for those hot muggy evenings. Of course, Blasé Café has retained the classic tenderloin that it is known for, as well as the Long Island Duckling with fresh peach sauce.

      Miles Millwee, a respected restaurateur in Sarasota for many years, explains that the differences in the menus he has at Hillview Grill and Madfish Grill are partly driven by the physical layout of each facility and partly by the clientele/concept.

      “Hillview Grill is more compact  and the menu reflects this. The clientele is slightly different than Madfish’s, but the concept I have always felt was that Hillview is an upscale grill or bistro type menu.” Miles also shares that menu changes are driven by “current trends.” He states: “The last two years, comfort foods have been more in demand because of the chain of events since 9/11, and by the normal replacement process.”

      This stems from two things:  one is that we run specials every day in both restaurants (some of these becoming menu items

because of customer demand), the  second part of the process is evaluating what doesn’t sell or is no longer efficient.”

      Miles further elaborates: “Sometimes the availability of a food item at a certain quality or at a price level will change. Menu changes are often a doubled-edged sword in that some customers want change and some don’t.” A common response to Hillview Grill’s dilemma is to offer the omitted menu item as a special on a specific night of the week so regulars can count on the ol’ stand by. As is always the case, restaurants can’t please everyone all the time with selections. Owners and chefs work hard to balance freshness, creativity and popularity.

      So, whether you are a menu connoisseur or just a novice, I encourage you to pay particular attention to the menu the next time you are dining out. It is fun to define a good menu and decide if it really does sell the sizzle, or whether it reads amateurishly.