Read about using short versus long descriptions in menu design through restaurant industry menu design examples.
Short Versus Long Descriptions in Menu Design
In general, we recommend using short, well-written descriptions for your menu design. You should always include the main ingredients in your description so guests know what they’re eating. You should include interesting adjectives that are unique and mouth-watering, but phrased in a concisely written manner. (We’d recommend having a professional copywriter do these for you.)
However, there are times when you should change up the rhythm or flow of your menu descriptions on purpose to draw attention to certain items.
Purposefully Using Long Descriptions
Humans are conditioned to notice what’s different. When they see that most of the menu items have a short sentence description but then there is one in a box (or other merchandizing) and it has a longer description than the rest, they assume it must be more important. If the copy is well-written, it will draw them in. This is an excellent technique for selling signature items where you truly are doing something unique.
Aaron Allen & Associates provides a holistic approach to the restaurant business. From conception to implementation, we pride ourselves on our commitment to the details, building concepts from the inside out. With experience in all 6 inhabited continents, in over 100 countries, and a client base who posts a combined $100 billion annually, we let our results speak for themselves.