What’s on the menu today? Lessons from seasoned menu designers
I thought you'd never ask; the answers to the top questions we receive about it, of course. Answers from seasoned menu designers.
What should I consider when designing my menu?
How can it help increasing our avg ticket sale?
How can a menu be beautiful, long lasting and yet get frequently updated?
As F&B experience designers, menu creation has become a true passion at heart. We have designed well over 563 to date – but who’s counting?!
Picking a favorite is like asking us to choose one of our own children, we just couldn’t. But as proud parents, we can definitely share what worked well for them, and why. In case, you know, it comes handy to your own hospitality success.
The picture menu evolves
"Live a lifestyle with [AI] style!"
Who said a picture menu had to be just food?
If your best option available when it comes to operation is to print a photo book, let’s make it one that people will want to read.
AI is getting better every day, and though it is still not quite there with food, it is amazing with people.
A few Vogue magazine style pages will only take your costs up by a fraction (now that the $50,000 photoshoot is free), yet it can drastically increase the brand engagement of your guests.
That said, our Pomodoro friends have to keep reprinting, because they go missing!
All day international menu
"Time well spent"
Though we save our FIRA full reveal for the next edition (sneak preview on IG though), let’s take you first through some of the key menu learnings.
Menus for venues opening form morning to evening can be very challenging: the multiplicity of products to feature, organize and explain can turn it into a bit of a giant sudoku.
Then come the questions of how to keep it all on brand, and flexible enough to allow for quick changes, for e.g. based on availability of fresh products at the market daily.
Arghhh it’s all too much! Now you need a holiday! Where is that beach club again?
But maybe it doesn’t need to be complicated…
For a fine dining menu
"La Crème de la Crème, s'il vous plaît!"
Does fine dining mean a white tablecloth and a plain menu card? Nope, you can be more creative!
And probably should…With luxury restaurants booming in Asia (especially Shanghai) and budgets tightening elsewhere, “connoisseurs” expect more from their fine dining experience. Menu photos flood social media and review platforms, leaving a lasting impression—good or bad.
But menus aren’t just paper; they’re the first touchpoint, a sales tool, and a brand statement all in one.
With a little creativity, even a simple menu can leave a lasting impact.
Take Coquille, a Shanghai favorite for 12 years. Their newly relaunched menu is an invitation to indulge—with a cheeky card to hint at being spontaneous. (video here)
Themed around 1950’s New York social scene, and designed entirely on paper, it’s easy to print, playful, and even makes a great keepsake.
Would your high end menu make the cut?
Small intentions leave big impressions
"A Pinch of Menu Psychology"
Giving guests the option to tailor their experience—within operational limits—goes a long way. A simple note offering to supersize a dish, a list of add-ons for a salad, or a choice to upgrade to a more luxurious protein can all boost sales while enhancing dining. When presented in a user-friendly way, these small touches enable guest to have a truly unique experience or their own and remember you for much longer.
But experience isn’t just visual—it’s tactile too. Soft, smooth, textured, or natural covers all create different feelings. Recently, we’ve seen a rise in premium PU papers that brilliantly mimic expensive or delicate materials. With these options, there’s no reason to settle for less than perfection.
Anything missing on the menu?
Did you have any question about your menu specifically?
Give us a shout, happy to review where you are at and how you can take it from there
What’s your specialty at Thread?
Knitting together delicious brand experiences! We are an independent full service branding agency with a global reach (and a sweet tooth for Asia).
I’m in the process of defining my brand/project, can we already have a chat?
Absolutely, the sooner the better. We can help you finalize your plan and build a realistic timeline to launch.
What can you help me with?
From strategy to execution, we strive to bring value to you and your audience by creating and upgrading brands that stick and creating all the tools to communicate and support your brand experience.
I already have a brand. But I feel like I might need to change it. Help?!
Actually, almost half of our projects are rebranding or brand extension projects. We love those challenges as much as creating brands from scratch.
