Use Your Words
A picture is worth a thousand words. Fortunately I tend to frequent restaurants that don’t have photos on the menu (although, it sure would help in some instances). The wording (or lack of wording) on a menu, can help to create a great customer experience just as easily as it can destroy one.
What do you think of when you see Nicoise Salad, Eggs Benedict or Chicken Parmesan on a menu? You have an expectation because you have had it before, and for the most part, those items are classic in presentation.
When the menu just says Eggs Benedict that is what I expect, but when it says: Root Down Benedict – Quinoa “English Muffin”, Arugula, Iberico Cheese and Oven Dried Tomato Hollandaise I know I am getting something different—possibly quite special.
My general expectation of a Nicoise Salad.
I recently ordered a Nicoise Salad. In general I expect tomatoes, hard boiled egg, chicken or tuna, haricot vert, potatoes and olives served on a bit of lettuce and maybe one or two items that give the dish the chef’s signature. I also envision each item presented separately and not tossed together. My expectation and what I received were miles a part. What I got was an entire head of shredded lettuce, one slice of egg, three haricot vert, a tomato or two and cold, grilled chicken all served up to look like a side salad or an after thought dinner salad.
Eddie Lau, from Hot Food Porn and executive chef of The Summit Art/Bar Cafe soon to open in San Francisco, says it best:
“There have been instances where menus have been an undeniable factor in restaurant success and failure. Wording in a menu can be the difference in customer expectations including: how much people order, what people order and how people ultimately judge their meal. A menu that reads like a book can be intimidating, tiring and confusing for diners – which can lead to a situation where the words may ultimately overwhelm the food. A menu that reads too minimalist can be too vague and uninformative – leading to improper interpretations/expectations of what is actually written versus what is actually served. The dream menu should have the perfect balance of food seduction and honest expectations, which is honestly impossible.”
Maybe the dream menu is impossible, but when considering menu wording, the writer should think like the customer. I was let down, and even though the waiter was friendly, the sun was shining and the bathroom was clean, my experience was ok at best. Oddly enough, if the salad had been called “Lo Cal Summer Chicken Salad”, I would have been pleased as punch because expectation, perception and the reality of the dish would have been aligned.
What’s in your salad?
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