weakest link

An eager entrepreneur is passionate about food. He scrimps and saves with the dream of opening his own restaurant.

Why invest in other restaurant startup costs if you're going to butcher your restaurant menu in Microsoft WordOne day, the opportunity presents itself. He sinks all of his financial resources into the building, fit-up, and other start-up costs. His success hinges on the success of that restaurant. He has spared no expense to make it the best it can be.

Opening day approaches.

He cranks up Microsoft Word and makes the menu complete with typos and freakish justification.

The end.

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While I’m on a rant about restaurant menus…

  • If I’m eating something in a restaurant, then logically it CANNOT be “homemade” (unless you’re in trouble with the health dept). The word you’re looking for is “homestyle”.
  • Do you sell salads? Most people eat salad dressing on those. How about a listing of your salad dressing choices?
  • Own a restaurant? Have a website for it? Do you know why people come to a restaurant website? The menu. Why have you hidden it, strung it out on 8 different pages, and made it a 25MB PDF?
  • Dear Fast Food Behemoth: How about listing what you have and the prices on the menu boards instead of blinky-flashy tv screens that change about the time I start reading them?
  • And to the original point of this post – If you own a restaurant, please hire a graphic designer to design a menu that works. Proofread it. Pass it around to people who are not your friends to see if it makes sense to them. It’s amazing that the single most important marketing piece for a restaurant is so badly butchered by so many restaurateurs.

Chris Houchens is a marketing raconteur & writer. Connect with him on Twitter or Facebook.

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One comment on “weakest link
  1. Amy says:

    Great article! I hate it when you go to a restaurants website only to find that there is either no menu or a menu without the price list!