On the surface, a menu is a list of things to eat and drink. Look at it and tell the waiter or waitress what you want. Simple, in theory. But designing and printing a restaurant menu that works takes careful consideration.
Start Off Asking a Few Questions
The menu is a key element in showcasing a restaurant. Like any key piece of marketing collateral that promotes a business, restaurant menu printing needs to be done well. Who’s the target market? How well is it designed? Does it fit with the restaurant’s image? Is it readable? Is it durable? A menu is more than just a list of things to eat.
Who Are Your Customers?
Business people? Couples on a romantic night out? Families with young kids? Knowing who your customers are will play a big part in how your restaurant’s menu is designed and printed. Firstly, the ‘look’. Does it fit in with the restaurant? A laminated, foot-tall, gatefold menu emblazoned with cartoon characters won’t suit a restaurant servicing a business crowd. A simple, classic, white card menu printed in black in a stylish font won’t suit a family eatery. There is a skill, bordering on an art, in good restaurant menu printing.
Make Things Clear
Menus have a dual purpose: functional as well as promotional. One of the last things a waiter wants to hear is, “What does that say?” But making something clear in print doesn’t just mean using large print. Effective use of white space around print makes words easier to read. Use bold sparingly. Avoid to much italics. Use BLOCK CAPITALS sparingly. Good old-fashioned upper and lower case is the easiest to read.
Photos or Not?
The great debate in restaurant menu printing.
Bill Bryson, the travel writer, said something he’d learnt was never to eat in restaurants that had pictures of the food on the menu. While this is somewhat extreme, it reinforces the more widely held thought that ‘tread carefully’ is advisable when it comes to photos on menus. Low to middle price range establishments with a target demographic, including young people and children, will probably be ok. A more upmarket restaurant is probably best-off parking the idea.
Where the Eye Goes…
Is a restaurant menu read like a book (from top left) or glanced at like a magazine (where the right-hand side of a right-hand page is where the eye falls first)?
A safe bet is having your restaurant menu printed more like a book. However, consider the space on the right-hand side for specials or things you want to draw the customer’s eye to quickly, i.e., five tapas for the price of three on Tuesdays or a bottle of house wine free with three or more main courses for Sunday lunch.
Sections and Boxes
If you have a lot on your menu and/or want to make it simple to navigate, consider separate sections and even boxes. Starters in one section. Mains in a box. Vegetarian options on their own. Kids’ options. Desserts. Alcoholic and soft drink options in separate boxes or sections. A menu laid-out like this will suit mid-range restaurants attracting a broad demographic.
Restaurant Menu Printing and Design Considerations
Ensure the graphic designer knows what you want. Some graphic designers get a bit wrapped up in their own ideas, which don’t necessarily transfer well. A good sign when choosing a graphic designer is if they question you robustly when compiling the brief. See a concept design before they get working on it.
Proofread it before you sign it off. You’re probably very well-acquainted with it, so get someone who isn’t to check it over as well.
What is your menu being printed on? Is it durable enough for children? Or, does it give the right impression for an upmarket restaurant?
Your Menu Showcases Your Restaurant
If someone saw your menu out of context, would they know what kind of restaurant you have? Good restaurant menu printing is key to what you tell your customers. Does it look right? Does it feel right? Are the logo and branding right? Does it capture what you’re about?
Tony Hunt is a seasoned Print Industry Expert with over three decades of experience in the trade. He has been instrumental in helping clients expand their product ranges, secure more business, and ultimately increase their profitability. Tony’s approach is characterised by enthusiasm and passion, balanced with a realistic and tactical mindset. His expertise is further bolstered by seven years of running his own business, fostering a commercially-driven perspective. An excellent communicator, Tony prides himself on never compromising on detail.