How Do People Really See Your Menus?

February 2012 · Chef John Reed, CEC, CCA

Menu writing is very important in today’s market place. Have you every really thought about how they see the words on the menu. Words are a power medium. The wrong words used out of context can be devastating and bad for business. Everyone sees and interprets the words in a book differently. Some guests who are detailed orientated my see a spelling mistake and become annoyed, they don’t see the great combination of flavors on the menu. They start looking for more mistakes. Are they focused on choosing dinner or commenting on your bad English. Sequencing of words is also overlooked sometimes. For example have you ever wondered about the Marinated Grilled Steak at the local bistro. Was the steak grilled first and then marinated. Well that is how it reads. Shouldn’t it really be Grilled Marinated Steak. It is the  logical method of preparation.

So it is interesting to see how someone like Phil Vettel looks at a menu in the following article. Deconstructing the menu by Phil Vettel. How do your guests critic your menu. It would be an enlightening experience for a third party to review your menu and see how they interpret it. Good questions to think about.

Don’t be afraid to talk to a non-biased person to help you move forward and write great selling menus.

John Reed
Chef John Reed, CEC, CCA
John Reed is a professional chef with over 30 years experience. John has extensive knowledge of culinary techniques, ethnic cuisines, food history and more!

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