A Way With Words

Make your Menu Messaging Count

Most seafood restaurant owners and operators focus on what dishes are going to be featured on their menus. Yet often, too little attention is given to how it is featured. Just as with seafood dishes themselves, menu presentation is crucial. Something as simple as the right word at the right time can catch customers’ attention.

A recent survey uncovered some top features diners consider when making seafood buying decisions. 

·      76% of people choose it for health reasons

·      53% Seasonings or spices

·      50% Overall combination of ingredients

·      42% Preparation style (grilled, baked, fried, etc.)

·      40% Minimal harm to the environment

 The same study revealed the words that most encouraged diners to order seafood:

·      42% Fresh

·      39% Real

·      39% Made from scratch

·      38% Natural

·      38% Premium

Keeping these statistics in mind, below are five tips to rejuvenate your seafood menu and boost sales.

1. Spicy language. As the statistics above indicate, it’s all about the ingredients. What are you doing to spice things up? Especially since being shut in during the pandemic, people crave new and different. Are you serving up delicious combinations, such as a unique appetizer made with lightly dusted, gluten-free calamari with a savory seasoning or a signature branzino dish with a tangy ethnic twist? These delectable dishes could attract a following if you spell it out for customers—literally. Don’t just print “grilled branzino” specify, “premium cowboy cut branzino fillets”  and…” you get the idea. Inquiring minds—and taste buds—want to know!

2. Words of wisdom. Use keywords such as those above on your menu to describe the fare that customers are craving. “Premium” branzino sautéed in a delicious fresh tomato relish  and served with mashed potatoes “made from scratch.” Don’t be stingy with the descriptive adjectives that fit and letting customers know the effort that went into their meal.

3. Take it away. Another point to consider is what travels well, such as shrimp or calamari stir frys, pasta and rice dishes, and fish stews. This is not only important for those ordering carry out but also for on-site diners who crave favorites enough to order as take out at a later date. 

4. Well-raised. Is your seafood farm-raised using sustainable practices by suppliers that treat workers with dignity? Increasingly diners want to know that your seafood source is following environmentally preferable and social governance practices. So be proud and say it loud on the menu. Reinforce your sustainable message with table tents.

5. Healthy promotions.  More than three-quarters—76%—of those surveyed believe seafood is healthy and name it as a top reason for choosing to eat it. Use this to your menu advantage. Tag healthy options such as grilled and baked branzino and gluten free dusted calamari with the “heart-healthy” heart. But don’t stop there. Instead, get creative. Seafood packs a protein punch, so why not show a little muscle (icon) next to those dishes. Another option is to incorporate protein and other health factors like vitamins and minerals into the dish descriptions. 

Consider your menu the ultimate sales tool for a captured audience. Once they pick up your menu, reel them in with the right language.