With this in mind, let’s have a look at language and how a few quick changes can really sell a dish:

Beef burger with cheese and chips

Perfectly accurate. Also, a bit flat.

Now try:

Aged Herefordshire beef patty with melted mature cheddar, fresh red onion, lettuce and tomato, smoky BBQ sauce and served with chunky chips or fries.

Same dish, same kitchen, but now I can picture it. I know the beef and the cheese is British sourced, making me more likely to accept a premium price than, let’s say, if I thought the meat was from a wholesaler. I have an expectation of what quality I should expect to see before I set foot in your venue. Can I swap out a sauce too? Add little extras, like pickles or hash browns, to my burger? Great, say that on the menu, it may well lead to me ordering more than what my appetite was craving.

A couple of well-chosen words go a long way:

• Crispy
• Slow-cooked
• Creamy
• Smoky
• Buttery

If every dish is “the ultimate”, “fully loaded” or “next-level,” customers stop believing you. A calm, confident menu is far more persuasive.

Rule of thumb:

• One or two sensory words
• A clear cooking method
• One standout ingredient

Nothing more needed.

Most customers aren’t reading your menu. They’re scanning it, usually on their phone, often one-handed, sometimes while wrangling kids, or as a passenger in a car debating with their spouse where to pull over and grab a bite.

Clarity is king.

Ask yourself:

• Would someone new understand this instantly?
• Is it obvious if it’s veggie, spicy or lighter?
• Are the key ingredients clear?

Clever wording is great when it adds flavour.

Independent venues usually do things properly, so don’t be shy about saying so.

If something is:

• Made in-house
• Locally sourced
• Slow-cooked
• A customer favourite
• A signature dish

Call it out.

Simple cues like:

• Customer favourite
• House-made
• Slow-cooked for 8 hours
• Our signature dish

These little nudges reassure customers and help justify pricing, which is especially important when margins are tight.

Menus naturally guide decisions. You can help that along, ethically and sensibly.

A few easy wins:

• Give your best-selling or higher-margin dishes slightly more description
• Place key items near the top of sections
• Group similar dishes together
• Go easy on currency symbols (£££ everywhere just reminds people of cost)

You’re not pushing, you’re helping customers choose without feeling overwhelmed.

Online menus need to work harder because customers can’t ask questions or peek at another table’s plate.

Helpful descriptions:

• Mention portion size when it matters
• Call out sauces, sides and extras
• Set expectations (light lunch vs hearty dinner)
• Flag dishes that travel well for takeaway

When food arrives exactly as described, trust builds, and repeat orders follow.

A pub menu shouldn’t sound like fine dining. A café menu shouldn’t read like a supplier invoice.

Your menu voice should match:

• The venue
• The price point
• The people you’re serving

The best menus feel honest, confident and comfortable, just like a good service.