Whet Their Appetites With Delicious WordsPosted by Nicole
Writing a mouth-watering menu requires the use of descriptive language to capture attention and make the mere idea of your catch of the day irresistible.
Ready to begin? Let’s rock the adjectives
You remember adjectives from 4th grade English class, right? Those are the words that describe a person, place, or in this case, a main course.
Adjectives hold a lot of power. That’s why they’re used with joyful abandon in the risque novels so often stashed under pillows. I’m not suggesting your menu translate into food porn, but it’s a fact that adjectives can create desire. Well used descriptive words work by giving your brain the specifics it needs to imagine the sight, smell, touch and taste of anything on your menu, from a humble breakfast fruit salad to your most decadent, chocolate-infused dessert.
Here’s a quick list of adjectives you can use to lure those non-committal menu-gazers into paying customers:
That’s not a just filet of beef. It’s a work of art.
The Hot Operator blog post, Restaurant Menu Design: Writing Copy That Sells, shows readers how to get from a so-so description of a filet mignon to an irresistible entree.
The first description reads
Filet Mignon, mushrooms, potatoes, rainbow chard, baby carrots, Gorgonzola cheese and onion jus.
and is then built up, step by step, until it is transformed into
Tender morel encrusted filet dabbed with Gorgonzola, served with espresso whipped potatoes, steamed chard, sweet baby carrots and Vidalia onion jus
Morel Crusted Filet Mignon
Beautiful, subtle, with espresso whipped potato, colorful wilted rainbow chard, sweet baby carrots, powerful Gorgonzola, and mild Vidalia onion jus.
The process in a nutshell? Start with the basic ingredients, then get fancy. Add details, like the kind of onions you used and how your potatoes were prepared. Finally, invite the diner to have an experience, using gorgeous language. You’ll have their mouths watering in no time, and eagerly awaiting the dessert menu.
What’s your system for drafting your menu? Leave us your tips in the comments below!