Menu and Wine List Design
Experiences lead to expectations. Good experiences lead to expectations of further good experiences. Negative experiences lead to a negative expectation bias. Are there negative experiences so minor a restaurant can ignore them without consequence? It would seem some think so, given the number of errors found on menus and wine lists. Misspellings, incorrect descriptions of dishes or drinks, and inaccurate wine vintages are rampant. These errors easily could have been corrected during the proof-reading phase of the menu and wine list design, and the fact that the menus and wine lists were published with these errors might leave the customer with a thought that the restaurant is not as professional as it should be.
With today’s spell-check programs and ink-jet printers there is no reason a restaurant can not have an accurate, up-to-date menu and wine list. Nice covers are available and elegant and stylish pages are easily created with the computer, with printing taking place in the restaurant’s office. Daily changes to the fare and vintage corrections are easily accounted for in minutes. This can only lead to an enhanced experience for the customer, and it costs so very little to the restaurant. All that is required is attention to detail and coordination with one’s wine purveyor.
Memphis Sommeliers can provide both proof-reading services for menus and wine lists, as well as advice on the construction of wine lists. Wine choices to pair with a restaurant’s specialties can increase sales and allow the restauranteur to focus on select dishes.your paragraph here.
It is the wine that leads me on,
the wild wine
that sets the wisest man to sing
at the top of his lungs,
laugh like a fool – it drives the
man to dancing... it even
tempts him to blurt out stories
better never told.”
Homer, The Odyssey