Behind the Scenes: An Inside Look at the Creation of Restaurant Menus

The Importance of a Well-Crafted Menu

When it comes to dining out, the menu is often the first thing customers see. It sets the tone for the entire dining experience and can make or break a restaurant’s reputation. A well-crafted menu is crucial to a restaurant’s success, and creating one takes a lot of time, effort, and collaboration.

Step 1: Concept and Research

The creation of a menu starts with the restaurant concept. The menu should reflect the overall vibe and atmosphere of the restaurant. For example, a contemporary restaurant might have a menu that emphasizes locally-sourced, seasonal ingredients, while a Mexican restaurant might focus on traditional dishes with a modern twist.

Once the concept is solidified, research comes next. This includes analyzing the competition, identifying trends, and understanding customer preferences. This research helps chefs and restaurateurs create a menu that’s unique, relevant, and appealing to their target audience.

Step 2: Menu Engineering

Menu engineering is the process of strategically organizing a menu to influence customer behavior and increase profitability. This includes the placement of dishes, their positioning, the use of images or descriptions, and the pricing.

For example, high-profit items are often placed in the “sweet spot” of the menu, where customers tend to look first. Items with high margins might have a higher price point, while more cost-effective dishes are priced lower.

Step 3: Menu Design and Presentation

The design and presentation of a menu are also essential. The font, color scheme, and layout should all be carefully considered to reflect the restaurant’s branding and personality. A well-designed menu can entice customers to order more, leading to higher sales and profits.


Creating a well-crafted menu is no small feat. It requires a collaborative effort between chefs, managers, and designers to deliver a menu that’s both delicious and profitable. Done correctly, a good menu can set a restaurant apart from the competition while also elevating the overall dining experience for customers.

BBC Good Food is an excellent resource for menu planning, recipe inspiration, and culinary guides.