Menus are the first thing diners see when they enter a restaurant, and the last thing before they place their order. This makes menus one of the most valuable marketing tools. As long as you follow a few basic guidelines, you can create a restaurant menu that's elegant and pleasing to customers!
Step
Part 1 of 4: Selecting Menu Options
Step 1. Choose a restaurant concept
First, determine the type of food to be served. Then, estimate what kind of customers will come, and the range of prices that will be charged. Finally, consider the location of the restaurant. Use this information to create a concise and simple concept for the restaurant.
Take inspiration from the restaurants and businesses around you and get a feel for what type of restaurant fits in the area
Step 2. Specify the food and drink in the menu
Make a list of 10-12 foods and drinks that you are most good at to include on your menu. This is what will form the basis of your menu. Choose food/drinks that match the restaurant's concept, and try not to go over the 10-12 options at first.
- If the restaurant will be open all day, maybe you can make a breakfast (breakfast) and lunch/dinner menu.
- Don't forget to include a drink!
Step 3. Add some fancy or specialty foods/drinks
Choose 2-3 meals/drinks which are a bit more expensive. Try food/drinks that match the concept of the restaurant, but are not sold elsewhere in the restaurant environment. Here are some sample ideas:
- Premium steak
- Exotic fish
- Foods that are a bit difficult to cook, for example the Spanish dish Paella
- One or two specialty dishes
Step 4. Offer some “favorite dishes”
Choose 2-3 foods/drinks that cook well and are likely to sell well. The price of this dish should be in the middle range. Label this food/drink on the menu with the words “bestsellers” or “chefs choice”.
Step 5. Create the name of the food/drink in the menu
Every food on the menu needs to have a name. Marketing research shows that customers tend to prefer creative dish names. Instead of simply writing “fried rice”, try naming it “Mona Lisa”.
Make sure the name of the menu matches the concept of the restaurant. For example, a fancy bistro restaurant doesn't fit into a humorous food name
Step 6. Write down all the food/beverage menus in a spreadsheet
Sit down and make a list of each dish that will appear on the menu. This is important even if you have an existing menu reference. This step helps organize and classify all the dishes on the menu.
- We recommend using the Excel Spreadsheet program or Google Sheets.
- If you can't use a spreadsheet program, do it on a piece of paper.
Step 7. Sort the menus logically
Define the three main sections of the menu. If each section has more than 10 dishes, divide each section into 1-2 subsections. Then, determine a logical way to sort the dishes in the menu. Typically, dishes are ordered chronologically, which means that the breakfast menu is listed first, and the desserts are listed last. Put everything on a spreadsheet. Sections and subsections can be:
- Breakfast
- Opening menu
- Lunch menu
- Main course
- Soup and salad
- Pasta
- Vegetarian
- Specialist Menu
- Drinks and/or cocktails
Step 8. Describe each dish in 10 words
The dish itself needs an explanatory title. For example, simply “fried rice” may not attract much attention, but “Rice fried with olive oil and scrambled eggs” might seem more appetizing. After that, include a brief description of the ingredients of the dish. You can write, "rice, concoction of chili, shallots, garlic, tomatoes, mushrooms, ginger, and scrambled eggs". Give a side note if the dish:
- More spicy than most of the dishes on the menu.
- Contains ingredients that are allergens to most people. (eg peanuts).
- Catering to people with special dietary needs (vegan, vegetarian, gluten-free, etc.)
Part 2 of 4: Defining the Menu
Step 1. Calculate gross margin and markup percentage
Consider the price to be charged for each dish. Then, find the cost of making each dish by adding up all the raw material costs plus overhead. Subtract the estimated price of the dish on the menu from its unit cost. Divide the gross margin by the unit cost to get the markup percentage.
- Say the unit cost of fried chicken is IDR 10,000, and you plan to charge IDR 15,000. Subtract IDR 15,000 from IDR 10,000 to get a gross margin of IDR 5,000.
- Divide the gross margin (Rp 5,000) by the unit cost (Rp 10,000) to get the markup percentage (50%).
Step 2. Adjust menu prices to maximize profit
Before finalizing the menu prices, don't forget the markup percentage of each dish, and the specified margin. Make sure the price of the dish is fully appropriate, and if not, consider rearranging the ingredient list and changing recipes to maximize profits. In general:
- The cost of appetizers and desserts should be low and have a high markup percentage.
- Steaks and other expensive meat dishes will only have a 50% markup percentage.
- Pasta dishes and salads can have a markup percentage of 80-85%.
- Drink prices may vary. Try to keep the markup between 50-70%.
Step 3. Consider the average income of people in the restaurant area
We recommend that the price of the dish is still affordable by the people around the restaurant. To find out, take a peek at the prices on competitors' menus. What are the most expensive and inexpensive dishes? What is the average price for the dishes on the menu?
For example, do you think customers are willing to pay for a main course of IDR 200,000, or stay in the IDR 50,000-IDR 100,000 price range?
Step 4. Determine the price in integers, and do not add currency
Certain design elements can encourage customers to dig deeper. Don't end the price with 0.99 and don't include a currency symbol in your menu.
Part 3 of 4: Making a Rough Draft
Step 1. Browse menu templates for inspiration
There are many online templates (both free and paid) and a variety of sites dedicated to creating restaurant menus. Even if you already have a big picture of the menu you want to create, browsing through the various templates can spark inspiration or focus the final design. Choose 1-2 templates that you really like.
- If you have access to Microsoft word, Powerpoint, or the Adobe Suite program, there are many menu templates in these formats available on the internet.
- Sites like Canva and Must Have Menus offer free templates, and others are paid.
- Programs like iMenu offer drop-down menu templates, but programs like these are usually not free.
Step 2. Choose a color scheme that matches the style of the restaurant
For a luxury restaurant, dark colors will reflect seriousness and professionalism. For a casual restaurant, warm, “mute” colors will look very inviting. For restaurants for young people or with humorous themes, bright colors are generally used. Unless you are not satisfied with the interior design or are planning to change it, matching the menu with the restaurant (or at least complementing it) is generally the best course of action.
Step 3. Choose a presentation style that matches the restaurant concept
Menus can be horizontal or vertical, mounted on a wooden board, a binder, a placemat, or a variety of other options.
- Family restaurants can serve their menus on placemats.
- The cafe can clip the menu to a wooden board.
- Fancy bistros can create folding menus wrapped in thick binders.
Step 4. Use a menu template for an easy design
After setting the desired appearance, search the internet for menu templates and enter all the information as needed. Choose a simple design and try 2 templates before choosing the best fit. Some other things to keep in mind when choosing a template:
- Keep the font simple.
- Do not use more than 3 fonts in the menu.
- Check for any pages that seem out of balance.
- Try to include the same amount of information on each page.
- You can find menu templates in Microsoft Word, Google Docs, or the internet.
Step 5. Consider hiring a graphic design service
If possible, use the services of a professional to design a restaurant menu. The designer will be able to design the menu and make sure it fits into the overall concept of the restaurant.
- Place an ad on Freelancer.com, Linkedin, Craigslist, or another freelance job site. Include as many details of the project on offer as possible.
- Depending on the details of the design, professional services can charge between IDR 150,000-500,000.
Step 6. Photograph the food to create an appetizing menu
Shoot in natural light on an overcast day, on a neutral background. Choose brightly colored foods and define the appearance of the food design. Try to make a balanced photo. If possible, use a high-quality camera. Also, use an image editing program to improve image quality, if possible.
If you want to use the services of a photographer, place an ad on Freelancer.com or Craigslist, and set a budget of around IDR 100,000 to IDR 50,000 per photo
Step 7. Review food photos to keep the menu simple
If you're having trouble getting appetizing photos, or there doesn't seem to be enough room for photos in the menu, there's no need to force yourself to use photos. Remember: not all menus require photos to appeal to the taste buds!
Part 4 of 4: Choosing the Final Layout
Step 1. Review the rough design and ask others for their opinion
Evaluate the draft menu and see if you like it. Ask for feedback from 2-3 people, including at least 1 person from outside the restaurant industry. Make sure everyone involved (restaurant owners, managers, chefs, and so on) looks at the menu design and contents. Try asking:
- "Is the menu easy to read?"
- "Do you like the color scheme?"
- "Does the design match the restaurant concept?"
- "Does the design seem too complicated?"
- "Is the font good?"
- "Was there a misspelling or spelling?"
Step 2. Determine the number of menus needed based on the number of seats
Count the number of customer seats in the restaurant, and add up the result by 10-25%. Here's a lot of the menu is needed. Reduce the amount if the menu is strong enough and easy to clean. Increase the percentage if the dish tends to fall apart when eaten, will be frequented by children, or the ingredients are quite fragile and difficult to clean.
If you are going to use a disposable menu, (eg placemats) determine the approximate number of daily customers and multiply by the length of time this menu will last. Menu will be ordered again as needed
Step 3. Proofread the menu before printing
Reread the entire menu carefully because in the eyes of the customer, errors in the menu will reflect the quality of the restaurant itself. You can also use the services of a professional editor, in case you are afraid of missing something.
Step 4. Print the menu with a high quality printer
Send the final draft of the menu to a printing professional. Try not to print menus using a home printer, unless you have a professional-quality laser printer. The cost of professional printing is still relatively small when compared to the impact on the customer's eyes.
- You can take your draft menu to a large professional printer or local, or order it online for print.
- Print some menus and make sure they are in perfect condition before ordering in bulk
Step 5. Bind or wrap the menu
If the menu will be presented in the form of a binder, clipboard, or other, order enough to accommodate the menu. Put one menu in each map. If the menu is going to be professionally bound, try to have the binding done at the printer's place to save money and time.
