Expert Tips to Market and Create a Set Menu

Attracting new customers and keeping regulars in your restaurant while managing full seating capacity can be challenging. A great solution is to offer pre-made tasting menus through unique dining experiences. This approach draws guests in and delights them with unusual dishes and fresh ingredients.

By optimizing your workforce, you can boost profits and enhance service efficiency. Streamlining the menu to fewer, distinctive dishes allows the kitchen to predict preparation times more accurately, speeding up the ordering and serving process. Given the limited choices, it also reduces the time guests spend making decisions.

While it's important not to rush guests, effective table management and coordination can encourage a smoother flow and potentially allow additional seating.

Below are a few expert tips from top restaurateurs on how to design and promote a fixed menu that attracts new customers, please regulars, and increases your revenue.

Encourage guests to choose your restaurant when they go out to eat

Customers have an additional incentive to dine at your restaurant (and spend more money when they do) when you provide set meals through experiences.

These distinctive offerings, which range from a set lunch menu for every day to a holiday special occasion menu, are a wonderful way to surprise and rekindle your relationships with your guests.

Share your special experiences online, via social media, on your restaurant website, or even on a side table or flyers inside the restaurant to attract new customers and wow old ones.

According to Danny Meyer, a world-renowned restaurateur, and CEO of Union Square Hospitality Group he states, "Understanding your guests' tastes and expectations is key to crafting a menu that not only satisfies but also excites them. This insight allows us to innovate while staying true to the flavors that our customers love."

Menus should be straightforward, pleasant, and simple

Experts suggest putting together a small lunch or dinner menu with foods that the chef can prepare quickly. Because you know precisely how much to order; set menus also make shopping easier and cut down on food waste.

Chef Thomas Keller, celebrated for his meticulous approach to French cooking and management of The French Laundry says, "A tighter menu that's well-executed with precision allows not only for a better flow in the kitchen but also significantly minimizes waste. We find we're able to forecast our needs more accurately and maintain a high standard of quality across all dishes."

This insight underscores the operational advantages of set menus, including streamlined prep and reduced food costs per person due to better inventory management.

Give the right amount of choice

Experts in the restaurant industry highlight the benefits of having a limited menu. Chef Marcus Samuelsson notes that smaller menus allow for greater focus in the kitchen, which can lead to better-executed dishes and higher quality overall​​.

Similarly, Daniel McCarthy, a restaurant consultant, emphasizes the point that limited menus and options can improve food quality, simplify the ordering process, and reduce food and labor costs, ultimately increasing a restaurant's return on investment​​.

This strategy aligns with broader industry trends, where restaurants are moving away from extensive menus to better meet the quality expectations of modern diners, particularly Millennials. The emphasis is on quality over quantity, with a focus on specialized cuisines and customizable options offered despite a shorter menu, allowing for greater brand clarity and improved customer satisfaction​​.

By concentrating on fewer dishes each year, restaurants and chefs can ensure consistency and quality, making each meal an example of the kitchen's best work. This approach also helps in managing inventory more efficiently and reducing waste, contributing to a more profitable and sustainable operation.

Give your P&L stability and predictability

Set menus can indeed offer significant benefits for restaurant operations, helping chefs control costs and improve predictability. According to chef Alex Rudolf, food and beverage director at Lucille Restaurant at Drury Lane, effectively using ingredients from a set menu allows the restaurant to ensure revenue predictability while avoiding overproduction and staffing issues, keeping them on target with their budgets. This approach also facilitates better planning for popular events like their jazz brunch​​.

Incorporating set menus not only aids in operational efficiency but also improves guest experiences by reducing wait times and decision-making, allowing for smoother service and potentially higher turnover rates during busy lunch periods​​.

Make use of unique components and vivid language

When creating a set menu, using special ingredients and detailed descriptions can add substantial value. An expert in restaurant management, David Scott Peters, advises, "When designing a menu, it's important to articulate the unique aspects of each dish.

Highlighting the origin of fresh ingredients, preparation methods, and the chef's use of special techniques enhances the dining experience and justifies the menu's pricing"​​.

Provide nutritional choices in the design

Considering guests' dietary needs is necessary for a set menu. Peters stresses the importance of accommodating various dietary preferences to set menu restaurants to ensure inclusivity.

He notes, "Offering options tasting menus that cater to vegetarians, vegans, and those with gluten or dairy sensitivities are not just considerate—it broadens your market"​​.

Seize the chance to upsell

Upselling on a set menu can significantly boost revenue. Techniques like offering premium items such as appetizers or special pairings can enhance and elevate the dining experience and increase spending.

Peters suggests, "Highlight luxurious add-ons such as high-quality wines or exclusive ingredients to entice customers to spend more while dining"​​.

Consider options other than wine pairings

Beyond traditional wine offerings, innovative options can appeal to a wider audience. Peters recommends, "Consider including non-alcoholic pairings with dinner or special wine packages for events like anniversaries to cater to diverse preferences and create memorable experiences"​​.

Inform those who have reservations about your fixed menu

Communication before the guest arrives is key. Peters advises, "Utilize direct communication through email or messaging to inform guests about the set menu details. This proactive approach helps set expectations and enhances guest anticipation and satisfaction"​​.

Improve guest experience with a set menu

Offering a set menu in your restaurant can greatly improve the guest experience. A set menu simplifies the dining process by providing a curated selection of dishes. This not only speeds up the service but also ensures that each dish is crafted to perfection.

Guests can relax and enjoy their meals without the hassle of sifting through a large menu. Moreover, a set menu allows chefs to showcase their best work, making each meal memorable.

How to market your set menu

By using a reservation system like Eat App, you can fully customize your booking widget to showcase your events or exclusive set menu ticketing options.

Here's a preview below to see how your widget could look like:

With this software, there are many ways to make your set menu more attractive and sell more seats. You can start by adding detailed descriptions and images that match specific events or customer preferences. It’s also helpful to include payment options, whether it's a charge per person or a total price for the event.

Adding your venue or company logo, along with a background image, can make your materials look more professional and appealing. You can choose a unique typeface and fully customize the colors of your text to match your brand.

Creating a scrollable gallery for events allows potential customers to see what you offer visually. You can also highlight special deals with links to more details and display set menus that change based on the time of day.

Managing your events and work shifts together ensures you never book too many guests at the same time. These steps can help make your set menu more appealing and efficient, helping to draw in more customers.

Pro tip: All of this can be done within Eat App. 

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Takeaways

Adopting a set menu strategy in your restaurant offers numerous benefits. It allows for better inventory control, reduces waste, and improves the efficiency of food preparation. Additionally, it improves the dining experience by reducing wait times and simplifying choices for guests.

With careful planning and effective marketing, a set menu can attract new customers, satisfy regulars, and ultimately increase your restaurant's revenue. Embrace and use this approach to not only meet but exceed the expectations of your diners, ensuring they leave with a memorable dining experience each time they visit.