More than a list with prices
Guests don’t read a menu from top to bottom like a book. They skim it, look for things they know and stop at whatever catches their eye. A good menu guides that gaze: it makes choosing easy and shows what makes your place special.
Structure: clarity before completeness
- Less is more. A short menu feels more confident and fresher than twenty dishes per category. It makes life easier for the kitchen, too.
- A logical order. Starters, mains, desserts, drinks – the way people eat.
- Clear categories. Headings help with skimming. Vegetarian and vegan dishes can be marked with a small symbol instead of being tucked away in a corner of their own.
- Highlight recommendations. A frame, a short note from the house or a dish of the month draws the eye to where you want it.
Descriptions that whet the appetite
A dish doesn’t need a novel, but it needs more than a list of ingredients. Say what makes it special: the origin, the preparation, the side. “Beef roulade with red cabbage and dumplings, made to grandmother’s recipe” says more than “Beef roulade, red cabbage, dumplings”. Stay honest, though: what’s on the menu has to arrive on the plate.
Set prices calmly
Prices work best directly after or below the description, not in a long column on the right-hand edge. Otherwise guests only compare numbers. A consistent format without a euro sign after every figure looks calmer and lets the dishes speak for themselves.
Don’t forget the mandatory information
Menus are subject to labelling requirements, for example for allergens and certain additives. Often a note is enough saying that guests can get this information from staff or on a separate list. This is guidance only and not legal advice. If in doubt, your district’s food safety authority can help.
Paper and format
- Durability: Menus are handled a lot. Heavy paper, a protective varnish or a folder will last longer.
- Plan for changes: Anything that changes often, such as daily specials or a seasonal menu, belongs on an insert or a board, not in the expensive main menu.
- Legibility in your restaurant’s lighting: Evenings are often dimly lit. Test font size and contrast on site, not just on screen.
Your menu belongs online too
Many guests look at the menu before they come, often on their phone. Put it on your website as a proper text page rather than just a PDF. That way it can be read on a phone, and Google can find your dishes. What matters on mobile is covered in Your website on a phone. Link the menu in your Google Business Profile as well. A QR code on the table, in the window or on a flyer leads to the same page.
A consistent presence
Menu, website, sign and social media should all speak the same language: the same typeface, the same colours, the same logo. More on this in Corporate design.
What we do for you
We design food and drinks menus to match your brand, prepare them for printing through our partner printers and put them on your website. Find out more under Print design and Packages.