EasyMenus Best Practices - Optimize Your Digital Menu

# Best Practices

Proven strategies from restaurants that increased orders 20-40% with optimized digital menus.

---

## Menu Photography

### Smartphone Photography Tips

**You don't need professional equipment.** Good lighting + simple setup = great photos.

#### Lighting (Most Important)

**Best:** Natural daylight near window
- 10am-2pm for brightest light
- Position food 1-2 feet from window
- Avoid direct sunlight (too harsh)

**Acceptable:** Overhead lighting (not fluorescent)
- Turn on all lights
- Add desk lamp if needed

**Never:** Flash (creates harsh shadows, looks terrible)

---

#### Setup

**Background:**
- White plate on white/light surface
- Or wooden table (natural look)
- Clear clutter from background

**Angle:**
- **45-degree angle** (most flattering for food)
- Or **straight overhead** (flat lay style)
- Avoid low angles (makes food look messy)

**Composition:**
- Fill frame with food (get close)
- Leave small margin around edges
- Include garnish/sides if relevant

---

#### Taking the Photo

**Phone settings:**
- Clean your camera lens first (seriously)
- Use camera app (not Instagram, not third-party apps)
- Tap on food to focus
- Don't zoom (move physically closer instead)
- Take 10 photos, pick best one

**Editing:**
- Increase brightness +10-20%
- Increase contrast +10-15%
- Adjust warmth (make food look appetizing)
- Don't over-edit (food should look realistic)

**Free editing apps:**
- iPhone: Built-in Photos app
- Android: Snapseed
- Both: VSCO (free version)

---

### What to Photograph

**Priority order:**

1. **Signature dishes** (your best sellers)
2. **Visually appealing items** (colorful, textured)
3. **High-margin items** (want to sell more of these)
4. **New/seasonal items** (drive trial)
5. **Confusing items** (photo clarifies what it is)

**Don't photograph:**
- Items that look boring (plain pasta)
- Items that photograph poorly (soup, brown stews)
- Cheap sides (chips, bread)

**Rule:** Better to have 10 great photos than 40 mediocre photos.

---

### Common Photography Mistakes

**❌ Don't:**
- Use flash (creates harsh shadows)
- Photograph in dim lighting (looks unappetizing)
- Use stock photos (customers notice, feels fake)
- Over-edit (unrealistic colors)
- Include fingers/hands in shot
- Show unrealistic portions (customer disappointment)

**✓ Do:**
- Natural window light
- Clean, simple background
- Realistic food styling
- Consistent style across all photos
- Actual food you serve

---

## Menu Psychology & Optimization

### Pricing Strategy

#### Remove Currency Symbols

**Bad:** £12.50
**Better:** 12.50

**Why:** Removes psychological association with "spending money." Studies show 8-15% increase in order value.

---

#### Price Anchoring

**Strategy:** Place expensive item first in category

**Example:**
- Wagyu Steak... 45.00
- Ribeye Steak... 32.00 ← Seems reasonable now
- Sirloin Steak... 24.00

**Why:** First price sets anchor. Everything after seems more reasonable.

---

#### Avoid .99 Pricing

**Don't:** 12.99
**Do:** 13.00 or 12.50

**Why:** .99 pricing signals "cheap" or "discount." Fine dining and mid-range restaurants should avoid it.

**Exception:** Fast-casual and quick-service can use .99

---

### Menu Item Descriptions

#### Formula for High-Converting Descriptions

**[Main ingredient] + [Preparation method] + [Key flavors] + [What comes with it]**

**Bad:**
"Chicken burger with fries"

**Good:**
"Grilled free-range chicken breast, aged cheddar, caramelized onions, garlic aioli. Served with hand-cut chips."

**Why it works:**
- Specific (free-range, aged, caramelized)
- Sensory (grilled, garlic, caramelized)
- Value (hand-cut chips vs. just "fries")

---

#### Power Words That Increase Orders

**Use these:**
- Hand-cut, house-made, homemade
- Aged, slow-cooked, roasted, grilled
- Fresh, seasonal, local, farm-fresh
- Caramelized, seared, crispy, tender
- Artisan, traditional, authentic

**Avoid:**
- Processed, frozen, microwaved (obviously)
- Generic adjectives (delicious, tasty, great)
- Vague terms (special sauce, secret recipe)

---

### Menu Organization

#### Category Order

**Best practice:**
1. Appetizers / Starters
2. Salads (if applicable)
3. Main Courses
4. Sides
5. Desserts
6. Drinks

**Why:** Natural meal progression. Don't make customers hunt.

---

#### Items per Category

**Ideal:** 4-8 items per category
- Too few (2-3): Looks limited
- Too many (12+): Overwhelming, decision paralysis

**If you have 15 main courses:**
- Split into sub-categories:
* Pasta & Risotto (6 items)
* Meat & Poultry (5 items)
* Seafood (4 items)

---

#### Visual Hierarchy (Golden Triangle)

**Where customers look first:**
1. **Top right** (most viewed)
2. **Center** (second most viewed)
3. **Top left** (third most viewed)

**Strategy:**
- Top right: High-margin signature dish
- Center: Popular item (drives volume)
- Top left: New item you want to test

**Bottom of menu:** Least viewed. Don't put high-margin items here.

---

### Highlighting High-Margin Items

#### Visual Cues

**Use sparingly (2-3 items per category maximum):**
- ⭐ "Chef's Special" badge
- 🔥 "Popular" badge
- 🆕 "New" badge
- Different colored box/background
- Slightly larger text

**Why:** Draws attention without looking gimmicky

**Don't overdo it:** If everything is special, nothing is special.

---

#### Strategic Positioning

**High-margin items should be:**
- In top 3 positions of category
- Have photo (if others don't)
- Have longer, more detailed description
- Potentially highlighted with badge

---

## Allergen & Dietary Information

### Essential Labeling

**Legal requirement in UK, EU:** All 14 major allergens must be declared

**The 14 allergens:**
1. Gluten (cereals)
2. Crustaceans
3. Eggs
4. Fish
5. Peanuts
6. Soybeans
7. Milk
8. Nuts
9. Celery
10. Mustard
11. Sesame
12. Sulphites
13. Lupin
14. Molluscs

---

### How to Add Allergen Info

**For each menu item:**
1. Menu Editor → Click item → Edit
2. Scroll to "Allergen Information"
3. Check all applicable allergens
4. Save

**Customer experience:**
- Can filter menu by allergen
- See allergen warnings on each item
- Clearer than verbal explanation

---

### Dietary Tags

**Enable filtering by:**
- Vegetarian
- Vegan
- Gluten-free
- Dairy-free
- Nut-free
- Halal
- Kosher

**Why this matters:**
- 23% of diners have dietary restrictions
- They want to order quickly without asking
- Improves experience, increases orders

---

## QR Code Placement Strategy

### Table Placement

**Best practices:**
- One QR code per table (don't share)
- Stand upright (table tent or holder)
- Visible from all seats
- Not hidden by menu boards, condiments, etc.

**Replacement schedule:**
- Check weekly for damage
- Replace monthly in high-traffic areas
- Keep 10-20 spare codes ready

---

### Window & Exterior Placement

**Why it matters:**
- Attracts walk-by customers
- Lets customers browse before entering
- Increases foot traffic conversion

**Best location:**
- Eye level (150-170cm height)
- Visible from street
- Near door or window
- Large size (A4 minimum)

**Text to include:**
- "View Our Menu"
- "Scan to see full menu & prices"
- "No app required"

---

### Counter/Register Placement

**For takeaway customers:**
- QR code at eye level near register
- Text: "Browse menu while you wait"
- Medium size (10cm × 10cm)

**Why:** Reduces "uh, what do you have?" questions, moves line faster

---

## Update Frequency

### When to Update Menu

**Update immediately:**
- Price changes (protect margin)
- Supplier changes ingredients (allergen compliance)
- Items permanently removed/added
- Sold out during service (hide temporarily)

**Update weekly:**
- Daily specials (if you run them)
- Seasonal item rotation
- Limited-time offers

**Update monthly:**
- Menu optimization based on analytics
- Description improvements
- Photo updates

**Update quarterly:**
- Major menu overhaul
- Seasonal menu change
- Category reorganization

---

### How Often Is Too Often?

**Red flags:**
- Changing prices daily (looks unstable)
- Removing/adding items constantly (confusing)
- Major restructuring monthly (customers can't find favorites)

**Balance:** Flexibility vs. consistency. Update when needed, but maintain core menu stability.

---

## Customer Engagement

### Staff Training

**What staff need to know:**

**How digital menu works:**
- "Scan QR code with camera"
- "No app download needed"
- "Tap notification that appears"

**Handling questions:**
- "Can I get a printed menu?" → "Of course, here you go"
- "My phone won't scan" → "Let me help" (show them)
- "I don't have a phone" → Hand printed menu

**What staff should NOT say:**
- "We only do digital now" (feels exclusive)
- "Just scan it" (dismissive)
- "Everyone else can do it" (condescending)

**Training time: 5 minutes**

---

### Printed Menu Backup

**Keep 10-20 printed menus:**
- For customers who prefer printed
- For customers with dead phone battery
- For older customers uncomfortable with tech
- For groups who want to share

**Update printed menus quarterly**
- Doesn't need to be daily-current
- Core items and prices should match
- Note: "Current specials on digital menu"

---

### Encouraging QR Menu Use

**Don't:**
- Force customers to use digital
- Remove all printed menus
- Make customers feel bad for asking for printed

**Do:**
- Make QR codes visible and accessible
- Train staff to help customers scan
- Keep printed menus available
- Lead by example (staff comfort with system)

**Target:** 70-80% digital adoption. 20-30% printed is normal and fine.

---

## Analytics-Driven Optimization

### Weekly Analytics Review (15 minutes)

**Check these metrics:**
1. **Total views** (trending up or down?)
2. **Popular items** (what's working?)
3. **Never-viewed items** (what's failing?)
4. **Peak times** (when are people browsing?)

---

### Monthly Deep Dive (1 hour)

**Questions to answer:**
1. Which items have high views but low orders? (price too high? description unclear?)
2. Which items have low views? (buried in menu? poor photo? unappetizing description?)
3. What time do most customers view menu? (optimize staffing)
4. Which categories get most attention? (expand these)

**Actions to take:**
- Remove or reposition items nobody views
- Improve descriptions for high-view, low-order items
- Add photos to popular items (if they don't have them)
- Test price changes on underperforming items

---

### A/B Testing

**Test one variable at a time:**

**Price testing:**
- Week 1-2: Burger at 12.00
- Week 3-4: Burger at 13.00
- Compare: Did revenue increase more than orders decreased?

**Description testing:**
- Version A: "Beef burger with cheese"
- Version B: "8oz Angus beef, aged cheddar, caramelized onions"
- Compare: Which drives more orders?

**Photo testing:**
- With photo vs. without photo
- Different photo angles
- Professional photo vs. smartphone photo

**Track everything.** Data tells truth.

---

## Seasonal Menu Management

### Quarterly Menu Refresh

**Spring (March-May):**
- Light dishes, fresh ingredients
- Salads, seafood, vegetables
- Bright photos, fresh colors

**Summer (June-August):**
- Grilled items, outdoor eating
- Cold dishes, refreshing drinks
- Bright, vibrant photos

**Autumn (September-November):**
- Comfort food, heartier dishes
- Seasonal vegetables (squash, root vegetables)
- Warm, cozy photos

**Winter (December-February):**
- Heavy comfort food, warming dishes
- Stews, roasts, hot drinks
- Rich, warm-toned photos

---

### Holiday Menus

**Create special menus for:**
- Valentine's Day
- Mother's Day
- Christmas / Holiday season
- New Year's Eve
- Easter
- Local holidays/events

**How:**
1. Duplicate main menu
2. Rename: "Valentine's Day Menu 2025"
3. Modify for holiday
4. Generate separate QR code
5. Schedule activation date
6. Switch back after holiday

---

## Common Optimization Mistakes

**❌ Avoid:**
- Too many items (decision paralysis)
- No photos (customers want visual)
- Generic descriptions ("delicious pasta")
- Inconsistent pricing (.50, .99, .00 all mixed)
- Burying high-margin items at bottom
- Never updating (stale menu)
- Forcing digital-only (alienates some customers)

**✓ Do:**
- Focused menu (30-50 items max)
- Photos for top sellers and high-margin
- Specific, sensory descriptions
- Consistent pricing structure
- Strategic item positioning
- Regular optimization based on data
- Hybrid approach (digital + printed backup)

---

## Industry Benchmarks

**Compare your performance:**

**Average order value increase:** 18-25% after optimization
**Digital menu adoption:** 65-80% of customers
**Analytics engagement:** Check weekly minimum
**Menu update frequency:** 2-4 times monthly
**Photo coverage:** 60-80% of items
**Customer complaints:** <2% related to digital menu

**If you're below benchmarks:** Review relevant sections above, implement changes, measure results.

---

## Need Inspiration?

**Examples of well-optimized menus:**
- [View example: Italian restaurant](/examples/italian)
- [View example: Pub menu](/examples/pub)
- [View example: Fine dining](/examples/fine-dining)
- [View example: Café](/examples/cafe)

**Case studies:**
- [How Marco's Pizza increased AOV 23% →](/case-studies/marcos-pizza)
- [How Aperture increased wine sales 47% →](/case-studies/aperture-fine-dining)

---

## Version Control
- Version: 1.0
- Date: 29 October 2025
- Format: Best practices guide
- Covers: Photography, menu psychology, allergens, placement, analytics optimization
- Target audience: Users optimizing menus for better performance