Why UX should be considered in restaurant menu naming and categorization

Crafting a joyous and memorable menu is about more than just mouth-watering dishes and clever names. It’s about creating a user-friendly experience that’s based in intuitive thinking that allows people to find what they want. This is all about leveraging...

Crafting a joyous and memorable menu is about more than just mouth-watering dishes and clever names. It’s about creating a user-friendly experience that’s based in intuitive thinking that allows people to find what they want. This is all about leveraging User Experience (UX) for better menu design and engineering.

Getting creative with product names is exhilarating, but how do guests search for and find these items? This is where usability becomes essential. A well-organized menu that guests intuitively understand can transform their dining experience, both online and in-person, creating happy, satisfied customers.

Take Zaxby’s for example. Their menu features whimsically named items like “zalads” and “zensational,” which are fun and on-brand. However, these unique names can be challenging when guests search for common terms like “salads” online. A guest searching for “salads near me” might miss Zaxby’s delightful options due to the non-standard terminology, resulting in lost opportunities and potential revenue.

A confusing menu can lead to guest frustration, negatively impacting their experience and your sales. Imagine a guest at a sit-down restaurant struggling to locate vegetarian options because they are scattered across various sections. This friction can cause dissatisfaction and may drive guests to choose a different restaurant.

1. Conduct Usability Testing: Engage with your guests to understand how they naturally categorize and search for items. Use card sorting exercises to establish how they would organize menu content and use digital surveys to gather insights on their preferences and behaviors.
2. Use Descriptive Names: Ensure your product names are straightforward and descriptive. While creativity is essential, it shouldn’t come at the expense of clarity and searchability.
3. Create Intuitive Categories: Organize your menu into logical sections that reflect how guests think. Common categories include “Appetizers,” “Main Courses,” “Desserts,” and specific dietary options like “Vegan” or “Gluten-Free.”
4. Optimize for Search Engines: Ensure your online menu uses standard terminology that aligns with common search queries. This will improve your visibility and help guests find your restaurant easily.
5. Balance Brand Voice and Usability: It’s possible to maintain your brand’s unique voice while ensuring usability. For instance, you can pair a creative name with a descriptive subtitle, like “Zensational Salad (Grilled Chicken Salad).”

Optimizing your menu for usability is paramount. By thoughtfully naming and categorizing your products, you can create a frictionless experience that delights your guests and drives revenue. Remember, a menu that’s easy to navigate and understand is key to engaging guests and ensuring they find exactly what they crave.