Generating profit is the sole aim of business. A restaurant while artistic in its uptake, is essentially a business. The menu allows you to market your most profitable, best quality food items to your patrons. More often than not, the menu is what lures people into the restaurant, or sends them away from the concierge desk at the entrance.
A restauranteur has a creative urge that he will need to fulfil while giving the customer what he wants. A balance needs to be struck in such a case so that while the chef can bring his individuality to the food being served, it is also a commercially viable proposition.
Plan your dishes!
Your restaurant will have a theme; it could be a culture, sub-culture, or cuisine. The dishes you put on the menu must coalesce with this theme. Extensive market research and consumer survey later, you will understand your potential clients and their requirements. Plan the menu accordingly.
Keep it simple!
Don’t mix up too many cuisines. Stick to one or two that you can deliver with finesse and expertise. It is best if the chosen cuisines are related, like Greek and Lebanese. If your selected dishes are too specialised, make sure to explain them and any exotic ingredients briefly on the menu. The customer shouldn’t feel out of depth at your restaurant. Also, ensure that the server is well versed with the offerings and can explain them to the patrons.
Promote your specialities!
There will be certain items that you will be extra proud of. It could be owing to their higher profitability, their exquisite preparation technique, or faster turn around time. Make sure to emphasise on these items. Not only would this boost your profit margins, but it could also help ensure customer loyalty. You know your chef prepares the best lobster in the county, cash in on it.
Design tricks galore!
Rope in a talented graphics designer who can craft an enchanting menu for you. It will prove to be a worthy investment. You can highlight your special items, promote special schemes, and bind the customer into your offerings. A strategically designed layout can prove to be extra profitable in the long run.
Relative pricing strategy!
Use relative pricing to influence customers. If a dish in a particular category is priced significantly higher than others, all the remaining dishes automatically become more attractive.
Fancy it up with photos!
Use attractive photos to give customers a hint of what they could expect from a dish. Beautiful photos can trigger a potential sale by promising an exquisite gastronomical experience. In the case of unusual, exotic dishes, it also helps graphically explain the dish to the customer.
The menu may change from season to season, so ensure that everything on offer is available at the restaurant. It should convey a warm and friendly vibe, and be inviting for the guests. Misspellings and typographical errors should be avoided, as they reflect poorly on the establishment.
Your restaurant may be a food lover’s paradise. Just make sure you have the right menu on hand to convey that message to the connoisseurs out there.