The humble menu is one of the most powerful tools a restaurant has to shape a diner’s experience. From the way it’s designed to the details that catch the eye, a menu can speak volumes about a restaurant’s personality, values, and atmosphere.
That’s why thoughtful menu design is so much more than choosing items to list — it’s about creating an experience before the first bite. Discover some of today’s biggest menu design trends and how you can incorporate them to elevate your restaurant’s brand and connection with diners.
Boost Your Brand
Studies show that many restaurants are using menus as a form of brand expression and individuality. In particular, note the use of bold, bright colors; illustrated mascots; informal, personable design; and unique, high-end details. In other words, modern menus aren’t trying to “fit in”— they’re trying to stand out from the crowd.
When it comes to choosing menu aesthetics, think of menus as an extension of your brand and the experience you want to convey at your restaurant.
For example, if the concept is a fine dining restaurant, you might consider thicker cardstock or wax seals to emphasize quality and attention to detail. Meanwhile, a modern fast-casual joint might consider illustrating its menu with fun art or chef messaging in the menu margins. On the other hand, restaurants with menu items that change frequently might forgo individual menus altogether and instead opt for an easy-to-scan menu board.
Lifestyle Preferences
According to research, many restaurant industry experts and institutions predict that lifestyle preferences — such as sustainability, as well as health and wellness concerns — will continue to play a big role in dining in the coming years.
When it comes to menus, consider playing up menu options that speak to these preferences. For example, you might include a specific section, tags, or even individual menus for dietary considerations, such as vegetarian-only, keto-friendly, or dairy-free.
You can also emphasize how menu items meet diner preferences in specific wording and descriptions. Many restaurants are replacing “mocktails” with “zero proof” to cater to those abstaining from alcohol. Also consider speaking to diners’ preference for sustainability by noting any locally sourced ingredients, recyclable packaging materials, and so on.
Tech Check
For some restaurants, the great QR-code menu experiment hasn’t persevered, with many returning to single-page printed menus instead. However, that doesn’t mean you should eschew technology altogether.
In fact, many tech-savvy restaurants are experimenting with online menus and digital menu boards that allow them to offer more personalized experiences for diners. By collecting and analyzing customer data from digital menus or boards, restaurants can better tailor their menus, define pricing, and offer promotions to specific customer segments. Menu options from One Source partners like OpenMenu and Menuetta are excellent resources to help reinforce this proactive marketing. Their flexible offerings and customization tools can power your online presence, providing modern menus to patrons.
Go All Out
The days of printing traditional black-and-white menus are mostly gone. Embrace what makes your restaurant unique and find a way to convey it through your menu. Use the many tools at your disposal to get diners excited about the experience they’re about to have inside your walls or in your outdoor spaces.
