Menu Design Brief

GATE: Confirm the brief before writing descriptions or layout.

Phase 2: Menu Architecture

Category Order

Place categories in strategic order:

1. Appetizers / Starters — first thing read, sets price anchoring
2. Signature / Featured Items — highlight box or special section
3. Entrees / Mains — largest section, organized by protein or style
4. Sides — encourage add-ons
5. Desserts — placed on separate card or at bottom
6. Beverages / Cocktails — separate section or separate menu

Layout Psychology

• Golden Triangle: Eyes scan top-right, then top-left, then center. Place highest-margin items in these zones.
• No currency symbols: Use "12" not "$12" — currency signs trigger cost awareness.
• No price columns: Align prices at end of description, not in a vertical column. Columns invite price comparison.
• Decoy pricing: Place a high-priced item near target items to make them seem reasonable.
• Box or highlight: Draw attention to 2-3 star items with borders, shading, or icons — not more.

Item Count Guidelines

GATE: Confirm menu architecture and star item placement before writing descriptions.

Phase 3: Write

Menu Description Formula

Each item description follows this structure: [Item Name] — [Preparation method] + [key ingredient highlight] + [flavor or texture descriptor]

Rules:

• 10-25 words per description (never a full paragraph)
• Lead with cooking method or origin when it adds value ("slow-roasted," "wood-fired," "house-made")
• Use sensory language: texture, temperature, flavor profile
• Name the source if it adds value ("local farm," "imported from...")
• Avoid generic words: "delicious," "tasty," "our famous"

Description Examples

Weak: "A delicious chicken dish served with vegetables and sauce." Strong: "Free-range chicken thigh, slow-braised in white wine with roasted root vegetables and fresh thyme jus."

Weak: "House salad with mixed greens and dressing." Strong: "Seasonal greens, shaved fennel, pickled red onion, and citrus vinaigrette."

Dietary Labels

Use consistent icons or abbreviations:

• (V) — Vegetarian
• (VG) — Vegan
• (GF) — Gluten-Free
• (DF) — Dairy-Free
• (N) — Contains Nuts
• * — Can be modified for dietary restrictions (note at bottom)

Place a legend at the bottom of the menu.

Pricing Format

• Drop the dollar sign: write "14" not "$14"
• No trailing zeros unless all prices use them: "14" not "14.00"
• Use odd pricing for casual restaurants (9, 12, 15) and round numbers for upscale (14, 18, 24)
• Do not right-align prices in a column

Phase 4: Polish

1. Design Brief for Designer

## Menu Design Brief

**Restaurant:** [Name]
**Concept:** [Cuisine type and atmosphere]
**Menu type:** [Single page, bi-fold, tri-fold, separate dessert/drinks]
**Dimensions:** [Standard sizes: letter, A4, or custom]

**Design direction:**
- Color palette: [Primary, secondary, accent colors]
- Typography: [Header font style, body font style]
- Paper stock: [If physical — matte, glossy, textured]
- Photography: [Include food photos? Yes/no, if yes which items]

**Layout requirements:**
- Star items highlighted with [border/shading/icon]
- Dietary icons included with legend
- No price column — prices follow descriptions
- White space between categories for readability

2. Menu Optimization Metrics

After the menu launches, track:

• Star item order rate (are highlighted items selling more?)
• Average check amount (is it trending toward target?)
• Food cost percentage by category
• Customer questions about menu items (indicates description gaps)

3. Quality Checklist

## Menu Design Brief Checklist

- [ ] All items have 10-25 word descriptions with sensory language
- [ ] Star items (3-5) are identified and positioned in the golden triangle
- [ ] Prices drop currency symbols and avoid column alignment
- [ ] Dietary labels are consistent and a legend is included
- [ ] Category order follows strategic placement (appetizers → entrees → desserts)
- [ ] Item count per category is within recommended range
- [ ] Decoy pricing is applied where appropriate
- [ ] Design brief includes dimensions, colors, typography, and layout
- [ ] No generic words ("delicious," "tasty," "our famous") in descriptions
- [ ] Menu tested for readability (font size, contrast, lighting conditions)

Example

Restaurant: Modern bistro, casual upscale

Star item description: "Braised Short Rib — 12-hour braised beef short rib, creamy polenta, balsamic-glazed shallots, and horseradish gremolata. (GF) 28"

Appetizer section:

## Small Plates

**Burrata** — creamy burrata, heirloom tomatoes, basil oil, grilled sourdough. (V) 16
**Tuna Crudo** — yellowfin tuna, sesame, avocado, crispy shallots, yuzu dressing. (GF)(DF) 18
**Roasted Beets** — golden and red beets, whipped goat cheese, candied walnuts, honey. (V)(GF)(N) 14
**Crispy Calamari** — lightly fried calamari, smoked paprika aioli, charred lemon. 15
**Soup du Jour** — chef's daily selection, ask your server. 10

Anti-Patterns

• Wall of text descriptions — more than 25 words per item slows down ordering and signals pretentiousness.
• Dollar signs and price columns — both trigger price-shopping behavior. Remove dollar signs, scatter prices at description ends.
• Highlighting too many items — if everything is a star item, nothing is. Highlight 2-3 maximum.
• Ignoring dietary labels — customers with restrictions will ask the server, slowing service. Label proactively.
• Trendy fonts over readability — the menu must be readable in dim restaurant lighting. Prioritize clarity over aesthetics.

Recovery

• Menu is too long: Cut items with the lowest sales volume and highest food cost. Aim for 7-10 entrees maximum.
• Star items are not selling: Check placement — are they in the golden triangle? Rewrite the description to emphasize the experience, not the ingredients.
• Customers complain about missing allergen info: Add a blanket disclaimer ("Please inform your server of any allergies") and add individual labels to items.
• Average check is too low: Introduce a "Featured" section with higher-priced items. Add a premium side or add-on category.