Articles: menus

A menu is a sales tool and part of the interior at the same time. The texts in this tag look at both sides: how to arrange the content so a guest quickly finds what they are after, and which format suits the character of the place.

Layout and legibility

Most of it comes down to order and to how much room each dish is given. A few points return in almost every guide:

• Sections that match the way a guest thinks about a meal.
• A few highlighted dishes - chef recommendations work better than marking half the card.
• Short descriptions instead of long sentences nobody reads at the table.
• Room for markings of allergens and plant based dishes, clear but not shouting.

The format of the card

Choosing between a single use card, a laminated one and a bound menu depends on how often the offer changes. A place with a weekly lunch needs something it can replace without regret. A restaurant with a card that lasts a season can afford a sturdier cover and seasonal inserts. Tasting and wedding menus are a separate case, where the card also works as table decoration.

Keeping everything consistent

Food lists, wine lists, inserts and place cards look best when they share a typeface, a colour and a similar way of describing items. Reprinting a single page then does not spoil the effect. If you are planning a new card, start with the text on clear layout and pick the format afterwards.