The Importance of Menu Design

A restaurant’s menu is one of the most important internal advertising tools that can be used to educate a guest about the experience they are about to have. An instant snapshot of a restaurant and the one piece of advertising every guest will read, having an appealing, clean menu is essential to communicating your brand.

The literal definition of a menu is ‘a bill of fare or a list of food items a restaurant prepares and serves.’ Following the literal definition, one could just list the items offered on a piece of paper.  However, successful chefs and restaurant owners will realize the broad and comprehensive purpose of a well-designed menu. An effective menu design should communicate the brand, the vision, the ambiance, the food & beverage offerings, and the overall experience a guest can expect to have.

The driving force behind a well-designed menu is not the designer or printer, it is the restaurant owner or chef. As the creative mastermind behind menu development, their insight, vision, and guidance are what make it a complete representation of the brand experience.

Whether it is a five-star restaurant or a neighborhood diner, the menu needs to be developed from the perspective of the  client demographic the restaurant is looking to attract. Once established, the goal is to creatively impress and entice guests. This comes down to the actual menu design: the fonts, color palettes, use of whitespace and/or photos, descriptive content, even the type of paper used or the casing it’s housed in.

Keeping the brand a streamlined theme throughout all guest-facing elements, including the menu design, will play a vital role in the success of the restaurant and greatly increase the chances of repeat customers.

As typically a guest’s first glimpse of your food & beverage offerings, a great menu design will engage your customer immediately. VSAG are experts at creating menus that not only appeal to what customers crave, but we craft menus that capture a brand’s design aesthetic, key messaging, and personality to entice customers at first glance.

Let VSAG Create Your Menu Design Today!