Fantastic Menu Examples

Here are some examples of our menu principles being put in to action

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Divide it up

  1. Guests typically spend 109 seconds reading a menu
  2. Making it easy to navigate and choose a drink will reduce ‘panic ordering’
  3. Divide it up by drinks type to make it easier for the guest to read

The example here has  3 clear sections dividing the category into classic drinks, fruity favourites and simple drinks

Hail your hero

  1. Just like your food dishes, you will have hero drink serves.
  2. Whether that be high margin drinks, or signature serves, or new & exciting drinks.
  3. Showcasing this on the menu will help you to sell more

The example here with summer specials is boldly coloured differently and called ‘special’ to entice the guest

Love low calorie drinks

We know that consumers are looking for healthier food & drink alternatives

Consumers want great tasting drinks without compromise, so communicating low and no sugar drinks will educate guests, allowing them to make more informed choices

Using icons/logos such as ‘under 100 calorie club’ highlighting low and no sugar makes it easy for guests to choose soft drinks

Inspire desire

  • 34% of guests say that a description of the drink will inspire them to order a drink
  • It is important to tempt guests through language and descriptors of the drinks so they know what flavours & style of drink to expect
  • This is done well with wine, why not apply the same rules to soft drinks to encourage guests to try something

Look at the Seedlip example, using emotive language such as ‘warming notes of nutmeg & clove with a balancing sweetness of fresh lemon’

Paint a picture

We eat and drink with our eyes!

  • Emotive and inspiring imagery such as well photographed serves of the finished drink creates desire and inspires guests when choosing a drink
  • Guests also like to choose well known brands, so using brand logos or icons can help guests to make better drinks choices

The images in this example of finished serves along with the pack shot creates desire.

Frame the way

Encourage guests to trade into certain products by drawing the eye to them through simple boxing & shading

Position drinks at the top or top left with a box as this is where consumers naturally look first

The boxing and positioning on the menu example here, highlights the new products available

Path to premium

65% of guests are willing to pay more for a premium product

Communicating premium drinks on menu positions your outlet as having a great range, while also driving more spend

Premium drinks can be delivered on menu through words such as ‘premium, trade up, something special’, so highlighting this on the menu will help you to sell more