What are the best practices for using sensory words in menu descriptions?

1 Why use sensory words?

The use of sensory words can be an effective tool in helping customers imagine the experience of eating your food. By creating vivid images, evoking emotions, and stimulating cravings, sensory words help to differentiate your dishes from competitors and highlight your unique selling points. For instance, compare the descriptions of a roasted chicken dish: the first simply states “roasted chicken with potatoes and carrots” while the second paints a more appetizing picture with words like “succulent”, “crispy”, “buttery”, and “honey-glazed”. Utilizing sensory words can make a dish sound much more appealing.

2 How to choose sensory words?

When describing your food on the menu, it’s important to choose the right sensory words that are suitable for your target audience, cuisine style, and tone of voice. Specific and descriptive words should be used instead of vague and generic ones. Additionally, words should be chosen based on your cuisine and theme, as well as your brand voice. For example, Italian food can be described with words like “al dente” or “parmesan”, while Asian food can be described with words like “fragrant” or “crunchy”. If you want to sound casual and friendly, use words like “yummy” or “mouthwatering”, while if you want to sound sophisticated and elegant, use words like “exquisite” or “delectable”.

3 How to structure sensory words?

Once you have chosen your sensory words, it's important to arrange them in a way that makes sense and flows well. To avoid overwhelming your customers with too many adjectives or confusing them with inconsistent order, use the rule of three (no more than three adjectives per dish placed before the noun) and parallelism (the same grammatical form for each adjective). For added impact, contrast words that highlight the differences or complementarity between elements of your dish, such as "spicy and cooling cucumber salad" or "smooth and crunchy peanut butter pie".

4 How to avoid sensory words pitfalls?

When crafting menu descriptions, sensory words can add a layer of intrigue and help to draw customers in. However, if used incorrectly, they can be misleading, overhyped, or boring. To ensure your menu descriptions are effective, avoid using words that contradict the reality of your food. For example, don't describe a dense bread as “fluffy” or a bland sauce as “zesty.” Additionally, steer clear of words that are too exaggerated or unrealistic, such as “heavenly” for an ordinary cake or “explosive” for a mild flavor. Lastly, avoid words that are too common or clichéd, like “fresh” for frozen ingredients or “homemade” for pre-made food.

5 How to test sensory words?

The last step in utilizing sensory words in your menu descriptions is to test them with your customers. You want to make sure that your words are clear, accurate, and appealing. To do this, you can ask for feedback from your regular customers, staff, or friends and family. Additionally, you can experiment with variations by using tools such as A/B testing, online surveys, or social media polls. Furthermore, you can keep your menu fresh and relevant by updating it regularly according to the season, the trends, or customer feedback. By following these best practices and creating menu descriptions that make your food sound irresistible, you can showcase your culinary skills and entice your customers.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?