How to Write Engaging Copy for a Restaurant Menu

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Written by: Nice Branding Agency

Categories: Deep Thinking

When it comes to restaurant branding, one of the most important aspects is creating engaging copy for your menu as it helps customers choose your business over competitors. But how do you make your copy stand out? Let's go over some tips & tricks to capture the essence of your restaurant and encourage customers to order.

Use Descriptive Adjectives

One of the best ways to make your restaurant menu stand out is by using delicious, flavorful adjectives. Not only will these words bring to life the dishes you’re serving, but they can also help evoke the right emotions in your customers and make them crave your food.

Think of words that accurately describe your restaurant’s atmosphere, menu items, and overall experience. Words like “mouth-watering” will help create an inviting atmosphere for your guests. You should also be specific when describing menu items so your guests can get a clear picture of what they’re about to eat. For example, if you’re serving a steak, words like “char-grilled”, or “perfectly seasoned” can really bring that dish to life.

Keep it Short and Sweet

When it comes to writing menu descriptions, shorter content is often the way to go. Not only does it make for a tidier and more easily navigable menu, but it can also grab customers’ attention more quickly. Shorter copy has a more direct impact and keeps readers engaged by making them read less.

For example, describe the experience of the dish rather than listing its ingredients. Instead of saying the dish is ‘made with tomatoes, garlic, and olive oil’, you can say that it is ‘a savory blend of freshly diced tomatoes, roasted garlic, and aromatic olive oil.’

Use Active Voice

Active voice is a writing style where the subject of the sentence performs the action. This type of writing is direct, concise, and easy to understand. Using active voice when writing restaurant menu copy can be very effective in engaging potential customers. It puts the focus on the dish, rather than the chef or other external factors, while still drawing attention to what makes it unique.

Active voice can make the copy more enticing, as readers will be able to imagine themselves tasting the dish before they even enter the restaurant. It also allows you to be more descriptive and creative in your writing. For example, instead of saying “The steak is cooked with rosemary” you could say “The rosemary-infused steak is sizzling on the grill”. Using active voice when writing restaurant menu copy also helps make the menu easier to read.

Trust the Experts at Nice Branding Agency

At Nice Branding Agency, our creative approach to restaurant branding and messaging, coupled with our tried and true process allows our team of interdisciplinary creatives to produce bold, relevant restaurant brands that cannot be ignored, time and time again.

From your positioning statement and updating brand guidelines to creating a custom website and digital marketing options, our in-house team is here to help your restaurant grow with your unique goals.

Contact us today to get started.