When designing a drink menu, it’s not just about creating a list of drinks you sell in your venue. Instead, think of your bar menu as an extension of your customer experience, brand image, and identity.  

A menu influences a customer’s choices, inspires their future orders, and evokes feelings about your venue. When shared online, it allows you to set the tone of voice, even before a guest sets foot in your bar. 

In this Bitesize Session, industry expert and consultant, Julian de Féral, shares tips for creating a profitable bar menu and highlights some examples of creatively designed menus. 

• 00:00 - 00:38 - Introduction
• 00:39 - 01:19 - Menu Overview
• 01:20 - 03:25 - Creatively Designed Menus
• 03:26 - 04:22 - Menu Format Changes
• 04:23 - 05:12 - Primacy and Receny Effect
• 05:13 - 06:15 - Authority Bias
• 06:16  -06:56 - The Food & Drink Opportunity
• 06:57 - 07:44 - Simplify The Ordering Experience
• 07:45 - 09:10 - Create Contrast

• Most people tend to pick their orders from the start or end of the menu — take advantage of these spots to list your favorite serves, seasonal cocktails, or special offers. 
• Some customers prefer recommendations — you can add a bartender’s recommendation section to your venue to save your guests from choice overload. 
• 52% of alcohol is consumed with a meal — take this opportunity to add drinks and food pairings to optimize guest spend and profitability. 
• A bar menu influences the choices and experience of guests in your venue — categorize your menu items to simplify their choices, while highlighting the popular serves in each category. 
• A third of guests are usually undecided about what they’ll order in a venue — use your menu format and sections to influence their choices and ensure a positive experience.