How To Write a Killer Menu Description That Boosts Sales

Your menu is more than just a list of dishes. It’s one of your most powerful sales tools. I’ve worked with countless restaurants to refine their menus, and one thing always stands out: a great description does more than explain what’s in a dish—it convinces customers they need to try it.

Why is this so important? Because 65% of diners say a menu description is a key factor in their decision-making. A well-written description doesn’t just inform—it entices, excites, and builds trust.

It’s your first step to standing out in a crowded market and turning curious browsers into loyal customers.

After years of helping restaurants craft menus that excite and sell, I’m here to share the process with you. In this guide, you’ll learn how to write menu descriptions that connect with your customers and drive results. 

Why a strong menu description is important for sales

Menu descriptions are a key part of menu engineering—a strategy I’ve seen do wonders for a restaurant’s success.

A thoughtfully designed menu with well-written descriptions not only highlights your dishes but also builds trust and excitement. Here’s why a strong menu description matters for your restaurant:

• Increase orders: Descriptive language can make dishes more appealing, leading customers to order items they might not have considered otherwise.
• Enhance customer experience: A well-written description helps customers imagine the taste and experience, making them more excited about their meal. It also helps better describe the dish so they know what to expect. 
• Stand out from the competition: With so many options available, a compelling description can set your restaurant apart, making your offerings irresistible.
• Justify higher prices: Descriptions that highlight quality ingredients or unique preparations help customers feel like they’re getting value for their money.
• Create urgency: Words like “limited-time” or “chef’s special” can encourage customers to act quickly and place their order.
• Can help you show up in Google: A well-crafted menu description with location-specific keywords (like your city or neighborhood) can boost your visibility in local search results. 

As you can see, a menu description is a key tool for a successful restaurant, and it is important for local search engine optimization (SEO). 

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Now that you know why you need killer menu descriptions, I’ll show you how to write ones that drive sales. 

6 secrets to writing a tempting menu description 

The best restaurant websites feature descriptive and unique descriptions to help get their customers to order. These restaurant owners understand that the use of the tips I’ve mentioned can really help drive sales. 

Below, I’ll share my top six secrets for crafting a mouth-watering menu description to grow your restaurant.

1. Use adjectives to spark a guest’s imagination 

Powerful menu descriptions will use plenty of adjectives to describe the dish. You always want to share the key facts of the dish, but saying it the right way can help capture attention.

You want to share the key facts of the dish, but you also need to spark a guest’s imagination. When I’m teaching restaurant owners how to write menu description, I like to recommend focusing on adjectives that detail:

‍How it’s prepared: 

• Grilled
• Poached
• Marinated
• Encrusted
• Shredded 
• House-made

How it tastes, smells and feels:

• Sweet
• Tart
• Rich
• Flaky
• Smoky

For example, instead of just saying “Cheeseburger and fries,” try something like: “Juicy, flame-grilled beef patty topped with melted cheddar, crispy bacon and tangy pickles, served with a side of golden, house-made fries.” 

This description uses preparation and flavor adjectives to make the burger sound mouth-wateringly good.

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With just a few well-chosen words, you’re already one step closer to a menu that sells itself.

2. Showcase where your ingredients are from 

I’ve found that highlighting the origins of your dishes can change how customers view them. It’s not just about listing ingredients. It’s about telling a story and letting customers know how the dish is prepared. 

I love using words like "fresh-squeezed," "house-made" and "locally sourced" because they make a dish feel more special. 

Customers can tell the difference when they know their meal uses high-quality ingredients. For example, people are more likely to pay a little extra for locally sourced or freshly made food. This is because they may assume it tastes better or they may appreciate the ethics of sourcing the food this way.

Here’s how I’d incorporate this into a menu description: 

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This strategy is also a great way to justify a higher price and better profit margins. When guests feel that their food is made with quality, they feel like they’re getting their money's worth. 

It’s a win-win—it boosts your bottom line and makes customers feel good about their choices.

3. Create a sense of exclusivity or indulgence

You don’t need to run a fine dining establishment to make your dishes feel special or exclusive. Even at a casual restaurant, using the right language can turn an everyday meal into something worth savoring.

To make your menu description feel extra special, focus on words that suggest exclusivity. I like to suggest using words like: 

• Signature
• House specialty
• Limited-time—this one can help prompt guests to order before it’s gone.   

Also, words such as "decadent," "luxurious," or "rich" can elevate a dish, making it feel like a treat worth splurging on.

If you’re a casual fried chicken restaurant with chicken and waffles on your menu, you could have a description like this: 

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Again, these kinds of words aren’t just for fancy places—you can use them to boost your menu, too. 

4. Use storytelling to connect with guests 

Storytelling is a powerful way to engage your guests and make dishes more memorable. When you share a dish's backstory, you invite guests to connect with your restaurant more. Whether it’s a family recipe or an ingredient with local roots, these little details can add warmth to the dining experience.

Whenever possible, I’d suggest sharing the history or inspiration behind a dish. This personal touch adds meaning and often makes the dish more appealing. For example: 

• “Inspired by the owner’s grandmother’s recipe” 
• “A family favorite passed down for generations” 

Adding a story like this makes the dish stand out and adds a layer of warmth and connection. It’s amazing how a few words can turn a simple menu description into something that feels special. 

Here’s a quick example of how you can do this below: 

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This description does a great job of highlighting the taste of the dish and its background. This will definitely help give your guests a reason to connect emotionally with the dish. 

5. Include high-quality images to attract guests 

Let’s face it—when it comes to ordering, we eat with our eyes first. Our latest survey shows that 84% of customers check out menu photos before ordering. That means adding a few high-quality images isn’t just a nice-to-have. It’s a real game-changer that can boost orders.

I recommend pairing your menu descriptions with photos that bring each dish to life. When customers see fresh, vibrant ingredients or a beautifully plated dish, they feel excited to order. Words can paint a picture, but an actual photo can seal the deal.

My friends at Arubaya Fried Chicken do a great job of this: 

Adding high-quality images makes a big impact. They give customers that extra nudge to click “order now.” So, when you’re crafting your menu, make sure the photos do your dishes justice and add that little extra magic.

6. Blend prices into your description 

One little trick I’ve found really effective? Blending the menu price naturally into your menu descriptions. When you do this, you encourage customers to focus on the details of the dish instead of the price alone.

And here’s a tip: Leave out the dollar sign. When prices are listed without that big “$” in front, it feels a bit less transactional. It’s a subtle change, but it can help keep the focus on the flavors and ingredients rather than on the cost.

Here’s how you can do this:

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This approach helps customers feel like they’re getting real value. Not just a number with a dollar sign in front of it.

Successful menu description examples  

A great menu description can do wonders to get your customers excited about what’s on the table. If you’re looking for some inspiration, I’ve pulled together a few of my favorite examples that hit the mark:

Doo-Dah Diner  

Dooh-Dah Diner’s menu is another example I love. These descriptions have a welcoming, down-to-earth tone that matches the diner vibe. They use great descriptor words to show the dishes' quality, like: 

• Made in kitchen 
• Delicate, hand-whipped hollandaise 
• Crispy corned beef hash 
• Never frozen 

They also highlight locally sourced and homemade ingredients, like “scratch-made daily biscuits” and “house-made caramel,” which reassures customers of the quality and care put into each dish.

Himiko Sushi & Steakhouse 

Himiko Sushi & Steakhouse’s menu descriptions work well since they hit that perfect balance of clear, enticing details without overdoing it. Phrases like “house-made bone broth” and “succulent green lip mussels sourced from New Zealand” tell you exactly what’s special about each dish and show quality. 

The menu descriptions are short and easy to scan, which is perfect for online customers who want to make a quick decision.

Himiko also uses very professional menu photos that make me want to order from them. 

Metro Pizza  

Metro Pizza’s menu highlights quality and authenticity, such as "fresh mozzarella" and "hand-stretched dough," which signals attention to detail and care in crafting each dish.

• Soft, fresh-baked garlic rolls 
• Our original tasty, buttery "can't resist" fries
• Fresh basil 
• House dressing 

Some of their pizzas, like the "Green Valley" or "Brooklyn Jr.," are named after cities and areas, giving them a real sense of place and heritage. 

It makes dishes feel special and unique, tapping into customers' emotional connection to the restaurant. This connection fosters loyalty, encouraging repeat business and long-term customer retention.

Take your menu to the next level

The best menu descriptions don’t just describe dishes. They connect with customers, boost your average check size and elevate the entire dining experience. When every word on your menu sparks interest, you create a lasting impression with customers that keeps them coming back for more. 

If you’re ready to take your menu and website to the next level, let’s partner up. Owner.com's AI-powered website builder makes it easy to create a professional site and menu that drives more direct online orders. 

Schedule a free demo to chat with our team today!