A well-structured menu helps customers decide faster and order more. Poor structure leads to abandoned carts and missed sales.
Categories
Keep Names Short and Clear
Category names should be instantly understood:
| Good | Avoid |
|---|
| Starters | Small Plates & Nibbles to Share |
| Burgers | Our Famous Handcrafted Burgers |
| Sides | Accompaniments |
| Drinks | Beverages & Refreshments |
Add Brief Descriptions
Category descriptions help customers understand what’s in each section:
- Explain how items are meant to be enjoyed (“Perfect for sharing”)
- Highlight key ingredients (“All served with hand-cut chips”)
- Set expectations (“Served 12pm-3pm only”)
Items
Names Matter
Item names should be descriptive but concise. Customers scan menus quickly.
Descriptions: First 60 Characters Count
Most of your item description gets truncated on the menu page - only the first ~60 characters show before customers tap to see more.
Front-load the important stuff:
- Key ingredients first
- Dietary info (V, VG, GF) early
- Save the story for later in the description
Choose a layout that matches your food:
| Layout | Best For | Example Categories |
|---|
| A la carte | Full-service restaurants | Starters, Mains, Desserts |
| By food type | Fast food, takeaway | Burgers, Pizza, Salads |
| Small form | Build-your-own concepts | Base → Protein → Toppings |
Keep It Focused
Shorter menus convert better:
- Fewer choices = faster decisions - Analysis paralysis is real
- Quality over quantity - 20 great items beats 50 average ones
- Easier operations - Less waste, faster prep, consistent quality
If a menu item sells less than 5% of the category total, consider removing it.
Bundles
Group items together to increase average order value:
- Meal deals - Main + side + drink at a slight discount
- Family bundles - Complete meals for 2-4 people
- Sharing platters - Multiple items in one selection
Bundles simplify ordering and make customers feel they’re getting value.
Modifiers
Let customers customise their order:
- Required choices - Size, protein, base
- Optional extras - Extra toppings, sauces, sides
- Dietary swaps - Gluten-free bun, oat milk
Well-designed modifiers increase order value while reducing special requests in order notes.
Quick Checklist
- Category names are 1-3 words
- Each category has a brief description
- Important info is in first 60 characters of item descriptions
- Menu has 20-80 items (not 100+)
- Low sellers have been removed
- Bundles are available for common combinations
- Modifiers cover common customisations
