菜单设计基础

Menu Design Basics 菜单设计基础

Why menu design really matters and how to make your menu work for you?为什么菜单设计真的很重要,以及如何使菜单适合您?

You know your restaurant’s purpose, your culinary philosophy, your best-selling specialties. The menu lays all that out where your customers can admire it. Your professionalism must show, the message must be clear, and in this case, appearances are everything. It must be so compelling that they can’t wait to order and taste the goodness. This guide will help you create your ideal menu.

您餐厅的宗旨、烹饪理念和最畅销的特色菜,这些都通过菜单展现在客户可以欣赏的地方。您的专业水平必须表现出来,信息必须清晰,在这种情况下,外表就是一切。它必须非常引人注目,以至于他们迫不及待地想点菜并品尝美味。本文将简要介绍并帮助您创建理想的菜单。

How to Engineer Your Menu 如何设计菜单

What is menu engineering, anyway? There is a science to balancing appearance and messaging with managerial accounting. Do you really need to put yourself through this exercise? The answer is a resounding YES.

首先,菜单工程是什么?平衡外观和消息传递与管理会计之间存在一门科学。您真的需要让自己完成此练习吗?答案是肯定的。

Making a Good Impression 留下良好的印象

First impressions count. What do want your customers to sense about your restaurant, right away? Sophistication? Innovation? Fun? Does your menu play to individual dishes or throw its weight toward the overall eating experience? Give them your unique message, quickly and clearly. Learn how to create a menu that represents your restaurant.

第一印象很重要。希望客户对您的餐厅有什么感觉呢?高效?复杂吗?革新?好玩吗?您的菜单是针对个别菜肴而定,还是将其分量推向整体用餐体验?快速清晰地向他们传达您的独特信息。了解如何创建代表您的餐厅的菜单。

How Your Menu Builds Your Brand 您的菜单如何建立您的品牌

Just who do you think you are? Can you sum up your brand in 7 or 8 words? Do you truly know your target customers and what’s important to them? The choices you make on paper color, type styles and entree titles should be consistent with your brand, aimed directly at your core customer. We’ll show you how to craft your menu to empower your brand.

正如你如何向别人介绍你是谁一样?您可以用7或8个词来概括您的品牌吗?您是否真正了解目标客户以及对他们而言重要的是什么?您在纸张颜色,字体样式和主标题上所做的选择应与您的品牌一致,直接针对您的核心客户。我们将向您展示如何制作菜单以增强品牌知名度。

How To Increase Sales With Your Menu 如何通过菜单增加销量

Put psychology to work for you. The subconscious mind can be your best friend as you guide people through your offerings, enticing them to yield to their impulses. We’ll share success stories that illustrate what kinds of menu improvements can boost sales.

运用心理学为您服务。当您引导人们选择产品时,潜意识可以成为您最好的朋友,从而诱使他们屈服于他们的冲动。我们将分享成功的故事,这些故事说明了哪些菜单改进可以促进销售。

How To Lay Out Your Menu 如何布置菜单

Where to begin? The map you establish as you drive customers through your menu can lead you to a profitable destination. But how should categories be grouped? How much space can you afford for your signature dishes? When you put as much energy into your menu’s appearance as you do into food presentation, it pays off. Let our experts guide you to a successful menu layout.

从哪里开始?您通过菜单吸引客户时建立的地图可以将您带到一个有利可图的目的地。但是应该如何对类别进行分组?您可以为自己的招牌菜支付多少空间?当您在菜单外观中投入与在食物展示中一样多的精力时,它就会有所回报。让我们的专家指导您完成成功的菜单布局。

How To Write Your Menu 如何写菜单

Copy closes the deal. Write descriptions that will move customers from reading with their eyes to reading with their tastebuds. But remember, you’ll be speaking to different kinds of people. Mouthwatering descriptions are essential, but picky eaters are searching for ingredients and connoisseurs are seeking adventure. See these expert tips on how to boost your sales with effective menu copy.

复制完成交易。撰写说明,使客户从用眼看书转向用味蕾看书。但是请记住,您将与不同种类的人交谈。令人垂涎的描述是必不可少的,但挑食的人正在寻找食材,而鉴赏家正在寻求冒险。请参阅这些专家提示,了解如何通过有效的菜单复制来提高销售量。

How To Choose Menu Fonts 如何选择菜单字体

“I can’t read this!” This is the last thing you want to hear. Put clarity up front as you decide on type style, size and color. And remember, the population is trending older, so tiny print in light gray is a no-no.

“我看不懂!”这是您想听到的最后一件事。在确定字体的样式,大小和颜色时,请先说明清楚。请记住,人口正趋于老龄化,所以浅灰色的小字是最大的禁忌之一。

How To Use Imagery On Your Menu 如何在菜单上使用图像

good picture is worth a thousand words. But could less-than-stellar photos hurt sales? We’ll weigh in on what kinds of menus benefit from food shots, and how to make good use of mouth-watering food photos on your menu.

一张好照片价值一千个字。但是,少于星光的照片会损害销量吗?我们将重点介绍哪些种类的菜单可从食物拍摄中受益,以及如何在菜单上充分利用令人垂涎的食物照片。

How To Price Your Menu 如何为菜单定价

Open their minds…and wallets. Make restaurant patrons want to spend money with you and remove their resistance to spending. Obviously, your prices are derived from costs and profit goals, but there are methods for presenting prices that make a big difference. Should you show dollar signs or not? Should prices be in a smaller font? Industry leaders share their menu price guidelines.

打开他们的头脑…和钱包。让餐厅主顾希望与您一起花钱,并消除他们对消费的抵触情绪。显然,您的价格是从成本和利润目标中得出的,但是有一些显示价格的方法可以发挥很大的作用。你应该显示美元符号吗?价格应该使用较小的字体吗?行业领导者分享他们的菜单价格指南。

How To Make A Specials Menu 如何制作特色菜单

“What do you recommend?” Consumers are frequently seeking advice and guidance on the freshest, most impressive dishes – offer up your best selections with a specials menu. Showcasing favorite dishes or seasonal offerings is an invaluable upsell technique.

“你有什么建议吗?”消费者经常寻求关于最新鲜,最令人印象深刻的菜肴的建议和指导-通过特殊菜单为您提供最佳选择。展示喜爱的菜肴或时令产品是一种宝贵的加售技巧。

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