
Jacob “Jake” Bickelhaupt has extensive experience in the restaurant industry, having earned several awards. With two Michelin stars, Jacob Bickelhaupt has created one of the most interesting menus infusing Asian flavors into American dishes.
Restaurant menus run the gamut, from the very basic paper menus found at any little hole in the wall to more elaborate ones found in upscale establishments. The most engaging menus, however, are those that spend time in pulling the diner into the culinary extravaganza that awaits them.
In addition to proper formatting, restaurant owners can do a few things to make their menus appealing to diners. While it might be saving money to provide a simple menu, nothing takes the place of having more information regarding the entrée before talking to the server. Consider describing the entrée, maybe even including information about the dishes’ origins. Providing local history, especially if serving ethnic food, can add authenticity and flair to the menu.
Depending on the type of restaurant, chefs should consider including food and beverage pairings as a part of their menus. Including pairings into the menu can make ordering easier for patrons, but also provides the diner with the sense that the establishment and chef have a basic understanding of what goes well together. If anything, it might also introduce them to a new way to incorporate food or drink into their diets.
Make the ordinary extraordinary by twisting a common menu item. For example, a cheeseburger and fries are a cheeseburger and fries until transformed into provolone topped burger with mushrooms and onions with garlic or sweet potato fries. Putting a twist on average eats can also be an opportunity for the establishment to brand itself.
Finally, create a great menu design. The cover design should make diners want to read through the entire menu, even if they already have in mind what they want to eat. The inside of the menu should compartmentalize specialty items, drawing attention to them.