In the restaurant world, the menu is much more than a simple list of dishes: it is a real communication tool that influences customer choices and the positioning of a restaurant. In a recent article published in Il Post , journalist Antonio Stella explored the dynamics behind the evolution of restaurant menus, highlighting the aesthetic and functional transformations that have characterized these tools over time.
Menu Types and Presentation Strategies
According to Stella, menus can be divided into three broad categories: graphic/typographic, illustrated , and handwritten . Each of these styles conveys a very specific message to the customer. For example, menus with a strong graphic and typographic imprint are often associated with modern and minimalist restaurants, while illustrated or calligraphic ones evoke a more artisanal and traditional atmosphere.
A prime example is the famous menu at the Oyster Bar at Grand Central in New York, known for its extensive selection of seafood dishes, presented in a detailed and structured format.
For restaurateurs, it is important to consider the layout of the menu: the strategic use of colors, fonts and spacing can influence the customer's visual path, highlighting the most profitable dishes. Some restaurants adopt the technique of price anchoring , placing a very expensive dish at the top to make the other options seem more affordable. Another strategy is that of menus without money symbols , which according to some studies pushes the customer to focus on the food rather than the price.
The transformation of dish descriptions
Another aspect to consider is the language used in menus. While in the past descriptions were simpler and more direct, today there is a growing emphasis on details related to the origin of ingredients, cooking methods and the organoleptic characteristics of dishes. This trend reflects the growing interest in food transparency and product narration, but it can also make the experience of choosing more complex for customers who are less informed or less inclined to read descriptions that are too long.
An interesting trend is the use of ironic names or names that recall conversations about current events, politics or gossip, as in the case of Fermento . Their menu features dishes with names that play on cultural and social references, fueling conversations both online and in person. This strategy can be useful for differentiating yourself, generating word of mouth and making the dining experience more engaging. Furthermore, online, these menus have a strong impact in encouraging comments and shares, thus increasing the visibility of the restaurant.
QR code and digitalization: between efficiency and loss of experience
One of the most recent innovations has been the introduction of digital menus and QR codes, a practice that has become widespread especially during the pandemic to reduce physical contact with paper menus. However, this solution, although practical, risks impoverishing the overall customer experience, depriving them of the tactile and visual interaction that a traditional menu offers.
Using technology on your menu isn’t necessarily a bad thing: digital tools can be helpful for quick updates on available dishes, translations for international customers, and integrations with automated ordering systems. Some restaurateurs are experimenting with interactive menus with images and videos , to provide a more engaging experience. However, it’s essential to maintain a paper option for less tech-savvy customers or those who prefer a more traditional experience.
Conclusion
The evolution of restaurant menus is a process that reflects the cultural and technological transformations of society. The balance between innovation and tradition is crucial to offer an optimal customer experience: on the one hand, digital tools and QR codes can improve the efficiency of the service, on the other, the charm and intuitiveness of a well-designed menu on paper remain fundamental elements for the enhancement of a restaurant's identity.
For restaurateurs looking to improve their menu strategy, the key is to find the right balance between aesthetics, functionality, and technology, ensuring that each choice is driven by the customer experience and the restaurant’s identity. Experimenting with creative and catchy names for dishes can be a great marketing tool, capable of making the menu more engaging and memorable.
And you, what types of menus do you prefer? How is the menu of your restaurant organized? Share your experiences in the comments!