Your Menu Is Talking—But Is It Saying the Right Thing?
Your menu isn’t just a list of dishes—it’s your brand voice on a plate. The right copy can make mouths water before the food even arrives, while the wrong copy? It can leave customers scratching their heads, disengaged, or worst of all, scrolling for somewhere else to eat.
A well-written menu should entice, inform, and reflect your brand’s personality—not read like an AI-generated poetry slam. The New York Times recently pointed out how restaurants are overcomplicating menu descriptions, turning simple dishes into wordy riddles that customers have to decode. But done right, menu copy isn’t just about what’s on the plate—it’s about who you are as a brand.
The Secret Sauce: Strategic, On-Brand Menu Copy
Your menu should sound like your restaurant—whether that’s playful, elevated, bold, or straight to the point. Here’s how to make sure your descriptions aren’t just words, but a powerful part of your brand identity.
Know Your Audience (And Speak Their Language)
Your menu should match your vibe and the people walking through your doors.
If you run a laid-back taco pop-up, no need to overcomplicate it—“Birria Tacos with rich consommé for dipping” says it all.
If you’re a modern craft cocktail bar, your audience expects something with flair—"Aged Rum, Fresh Pineapple, and a Whisper of Smoke” gives just enough intrigue.
If your brand is classic and refined, don’t suddenly get quirky—stick to clean, descriptive language that enhances your image.
Keep It Clear, But Make It Irresistible
Ever read a menu and still not know what you’re ordering? Don’t let that be you.
✅ Do: “Crispy Hot Honey Chicken on a Housemade Biscuit” → Clear, craveable, and tells a story.
❌ Don’t: “Hand-battered poultry glazed in artisanal sweet heat, delicately nestled within a flaky vessel” → Sounds impressive, but what’s actually happening here? The key to menu copy? Keep it tight, descriptive, and a reflection of your brand.
Tell a Story (Without Writing a Novel)
Your menu is prime real estate for subtle storytelling. People love a dish with a little history—just don’t make them read an essay to get to the point.
A great example: “Our family’s secret chili-lime sauce, made fresh daily, takes this grilled shrimp to the next level.” → Personal, simple, and makes the dish feel special.
A not-so-great example: “We took inspiration from the coastal regions of the world, combined with a 48-hour marination process that has been passed down through generations…” → Cool, but…what am I eating?
So, How Can Small Businesses Use This to Elevate Their Brand? Big brands have teams of people carefully crafting their menu language—and you should be thinking just as strategically. Whether you’re a food truck, ghost kitchen, or neighborhood favorite, menu copy is an opportunity to build your brand voice, connect with customers, and even increase sales (because let’s be real—"crispy, melty, house-made" sounds more appetizing than just “cheese sandwich”).
How Rabbit Food Can Help Your Restaurant Find Its Voice
Writing a menu that speaks your language (and makes customers hungry) takes strategy—and that’s where Rabbit Food comes in.
We specialize in helping small businesses market themselves like big brands, with services that include:
✔ Content & Copy Strategy – Crafting menu descriptions that fit your brand, sound amazing, and sell.
✔ Brand Development – Helping you find your unique voice so every piece of communication feels you.
✔ Social Media Strategy – Making sure your menu copy and brand personality shine online.
✔ Analytics & Performance Tracking – Using data to see what resonates with customers and fine-tuning from there.
Let’s Get Your Menu Talking (In the Right Way)
Your menu should excite, engage, and convert—whether that means getting more people in the door, increasing average check sizes, or simply creating a memorable dining experience. Work with Rabbit Food and Lettuce make it happen.
Disclaimer: Just to keep it real—Rabbit Food Marketing didn’t bake these cookies, roll these tacos, or make these brands famous. We just think they’re doing some pretty awesome things with their marketing, and we love watching small businesses grow into major players. This case study is all about giving credit where it’s due and breaking down smart tactics for anyone looking to level up. No affiliation, no behind-the-scenes magic—just admiration for great eats and great branding.
Rabbit Food Marketing is not affiliated with or endorsed by the businesses featured in this case study. All insights are based on publicly available information and social media analysis for educational and commentary purposes. Any trademarks, logos, or brand names mentioned are the property of their respective owners.
