How to create irresistible content for your digital menu

Your digital menu is your best salesman. It doesn't get tired, it doesn't have a bad day, and it's always there. But if the content is boring, it won't sell. Here we teach you how to turn your menu into a sales machine.

1. Descriptions that Sell (Copywriting)

Listing ingredients is boring. Describing the experience is selling.

• Before: "Cheeseburger. Meat, cheese, lettuce, tomato."
• After: "Juicy 200g beef burger, melted cheddar, fresh orchard lettuce and vine tomato. Served on artisan brioche bread."

Tips for writing descriptions:

• Use sensory adjectives: Crunchy, creamy, smoky, fresh, aromatic.
• Tell the origin: "Tomatoes from local garden", "Galician beef".
• Suggest pairings: "Perfect with a cold beer".

2. Photos that Conquer

A picture is worth a thousand words, but a BAD picture subtracts sales.

Golden rules for food photography:

• Natural light: Always. Never use the camera flash directly on the food.
• Good angle:
  • Top down (Zenithal): Good for pizzas, bowls, salads.
  • 45 degrees: Good for burgers, drinks, stacked dishes.
• Cleanliness: Make sure the plate edge is clean.
• Context: A napkin, cutlery, a glass... give life to the scene.

3. Order and Hierarchy

Don't overwhelm the customer.

• Categories: Clear and distinct (Starters, Main Courses, Desserts).
• Highlights: Use a "Chef's Favorites" or "Popular" section to guide the undecided.
• Prices: Clear, but don't make them the protagonist. Don't align them in a perfect column on the right, that invites scanning only by price. Place them after the description.

4. Updates

The great advantage of digital.

• Sold out?: Hide it instantly. Nothing is worse than ordering something and being told "there isn't any".
• New dish?: Upload it immediately. Test new ideas without printing new menus.

Conclusion

Content is King. Invest time in writing good descriptions and taking good photos. The difference between a standard menu and a premium one is usually just the care put into the content.