The Great American Menu: Work Closely With Your Designer and Printer to Create Your Best Seller

Once you're ready to open your doors, the final, physical production of your menu might be the least important of your concerns. More than likely, you'll leave the details to one of your managers or assistants. You might say, "Here's the copy. Tell the artist and printer to make it pretty (sexy, interesting, etc.)." And that's that.

Trouble is, almost everything you've worked toward in your restaurant -- planning the concept, negotiating leases, meeting with inspectors, planning purchasing equipment and inventory, and marketing to prospective guests -- rides on those sheets. Even the most well-planned menu engineering plan can be tarnished if the final product looks hurried and cheap.

If you slaved away for years writing The Great American Novel, you would make sure that the publisher printed the first edition on quality paper with easy-to-read type. The cover would be elegant and sturdy, and the jacket would feature an interesting illustration. You would want the look and feel of your novel to say, "Pick me up and read me. This is a great work of literature."

Well, your menu is your Great American Novel. It reflects everything you've invested in the project -- financially and personally. It draws each guest into a personal relationship with your restaurant. The following is some advice on how to make your menu look like something your guests will want to pick up and read. Hopefully, this will also help you better communicate with your designer and printer to get the look and feel that's right for your startup.