The description of a dish on your menu can make the difference between 10 and 50 portions sold per week. Guests often make their choice within 2 minutes, and words guide that choice more than you think. A well-written description increases sales by 20-30% compared to a bare name.
Why descriptions are so powerful
Your guest sits at the table and scans the menu. At "Steak" they think of a standard piece of meat. At "Grilled Black Angus steak with rosemary butter and roasted seasonal vegetables" they're already smelling and tasting it.
💡 Example:
Restaurant A: "Salmon - €24.50"
Restaurant B: "Norwegian salmon from the oven with citrus-dill sauce, baby potatoes and crispy green asparagus - €24.50"
Restaurant B sells 40% more salmon than Restaurant A.
The psychology behind menu words
Certain words trigger emotions and memories. "Homemade" suggests care and love. "Grilled" sounds healthier than "fried". "Seasonal" feels fresh and exclusive.
- Origin: "Dutch", "Italian", "Zeeland" - creates trust
- Preparation method: "Slow-cooked", "Freshly cut" - shows craftsmanship
- Texture: "Crispy", "Creamy", "Tender" - activates taste buds
- Temperature: "Warm smoked", "Ice cold" - makes it concrete
What increases sales (and what doesn't)
💡 Example of good descriptions:
- "Homemade pasta with Parmesan cheese from the oven" (+35% sales)
- "Fresh tuna with Asian soy marinade" (+28% sales)
- "Crispy duck with orange glaze" (+31% sales)
Words that increase sales:
- Homemade, fresh, seasonal, local
- Crispy, creamy, tender, juicy
- Slow-cooked, from the oven, grilled
- Traditional, authentic, classic
⚠️ Watch out:
Avoid negative words like "without", "light", "lean" or "diet". These reduce sales by 10-15%. Say "grilled chicken" instead of "chicken without skin".
Length and readability
The ideal description has 8-12 words. Shorter feels cheap, longer won't be read. Guests scan, they don't read every word.
💡 Example of perfect length:
Too short: "Risotto" (1 word)
Perfect: "Creamy mushroom risotto with fresh Parmesan cheese" (8 words)
Too long: "Traditionally prepared risotto with fresh mushrooms from the forest, aged Parmesan cheese and fresh herbs" (16 words)
Positioning on the menu
Descriptions are extra powerful for dishes you want to push. Focus on your best margin dishes and signature dishes. Not every dish needs an extensive description.
- Signature dishes: Always extensive description
- High margin dishes: Use tempting words
- Standard items: Short description or name only
The effect on your revenue
A well-written menu increases your average check value by €3-5 per guest. At 100 covers per day, this means €300-500 extra revenue per day, with no extra costs.
💡 Calculation example:
- 100 guests per day
- €4 higher average check through better descriptions
- 6 days per week open
Extra revenue per year: €4 × 100 × 6 × 52 = €124,800
With an app like KitchenNmbrs you can track which dishes sell best per dish, so you know which descriptions work and which ones you need to adjust.
How do you write sales-boosting descriptions?
Choose your focus dishes
Start with your 5 best-selling dishes and your 3 highest margin dishes. These get the most attention and extensive descriptions.
Use the 3-word rule
Every description has 3 elements: origin/quality ("Dutch"), preparation method ("grilled") and texture/taste ("tender"). For example: "Dutch grilled tender steak".
Test and measure the effect
Track how much of each dish you sell for 4 weeks. Then adjust descriptions and measure again. An increase of 20-30% is normal with good descriptions.
✨ Pro tip
Never change all descriptions at once. Test 2-3 dishes at a time, so you know exactly which adjustments have an effect.
Calculate this yourself?
In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.
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Frequently asked questions
Does every dish need an extensive description?
No, focus on your signature dishes and highest margin dishes. Standard items like "Caesar salad" are well-known enough without an extensive description.
How many words is ideal for a dish description?
8-12 words is perfect. Shorter feels cheap, longer won't be read. Guests scan menus, they don't read every word.
Which words increase sales the most?
"Homemade", "fresh", "seasonal" and texture words like "crispy" and "creamy" work best. They activate the senses and create trust.
Can I copy descriptions from other restaurants?
Better not. Guests recognize standard descriptions. Unique, authentic descriptions that fit your kitchen work much better.
How do I measure if my new descriptions work?
Track sales per dish for 4 weeks before the change, and 4 weeks after. An increase of 20-30% on focus dishes is a good result.
📚 Sources consulted
- EU Verordening 852/2004 — Levensmiddelenhygiëne (2004) — Official source
- EU Verordening 853/2004 — Hygiënevoorschriften voor levensmiddelen van dierlijke oorsprong (2004) — Official source
- EU Verordening 1169/2011 — Voedselinformatie aan consumenten (2011) — Official source
- NVWA — Hygiënecode voor de horeca (2024) — Official source
- NVWA — Allergenen in voedsel (2024) — Official source
- Codex Alimentarius — International Food Standards (2024) — Official source
- FSA — Safer food, better business (HACCP) (2024) — Official source
- BVL — Lebensmittelhygiene (HACCP) (2024) — Official source
- Warenwetbesluit Bereiding en behandeling van levensmiddelen (2024) — Official source
- WHO — Foodborne diseases estimates (2024) — Official source
Food Standards Agency (FSA) — https://www.food.gov.uk
The HACCP standards shown in this application are for informational purposes only. KitchenNmbrs does not guarantee that displayed values are current or complete. Always consult the FSA or your local authority for the latest regulations.
Written by
Jeffrey Smit
Founder & CEO of KitchenNmbrs
Jeffrey Smit built KitchenNmbrs from 8 years of hands-on experience as kitchen manager at 1NUL8 Group in Rotterdam. His mission: give every restaurant owner control over food cost.
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