Create a Winning Menu for Your Ghost Kitchen

Designing a menu for a ghost kitchen, a takeaway restaurant or delivery in general requires a different approach compared to the traditional restaurant business. Delivery and takeaway restaurants have unique challenges such as properly showcasing their look and feel to customers, delivering dishes not only hot and fresh but also with an appetizing look or simply making them easy to consume on the go. Following certain guidelines when designing a menu can help avoid issues, streamline the operation and most importantly improve the customer’s experience. In this post, we will discuss some key points to keep in mind when creating a menu for a ghost kitchen and takeaway place.

• Know Your Audience: Consider their Age, Culture, and Dietary Restrictions

The first step in designing a menu is to understand your target audience. Consider factors such as age, culture, and dietary restrictions, as these can all impact the types of dishes you offer. For example, younger customers may prefer bold flavors and trendy menu items, while older customers may appreciate classic comfort food. It is also important to cater to different dietary restrictions such as vegetarian, vegan, gluten-free, and others.

• Offer a Variety of Options: Appetizers, Entrees, and Desserts

In order to appeal to a wide range of customers, it is important to offer a variety of options. This includes appetizers, entrees, and desserts, as well as options for different dietary restrictions. By offering a diverse menu, you increase the chances of customers finding something they like and keep coming back. — But make sure to keep the ingredients and processes simple ;)

• Consider Food Presentation and Plating

Even though food is being consumed off-site, it is still important to consider food presentation and plating. This includes packaging that keeps food hot and fresh during transit. A visually appealing and well-presented dish can help to build customer loyalty and increase sales.

• Price Items Appropriately and Clearly

Pricing is an important factor in menu design, as customers need to understand the cost of each item. It is important to price items appropriately and to consider offering combo meals for cost savings. — The use of market data can help ensure that you are not too expensive or even too cheap.

• Offer Specials or Rotating Items to Keep Customers Coming Back

One way to keep customers coming back is to offer specials or rotating menu items. This keeps the menu fresh and interesting and gives customers a reason to return.

• Keep the Menu Concise and Easy to Read

A menu that is easy to read and navigate is crucial for customers who are ordering food for takeout or delivery. Keep the menu concise and clearly organized, with clear descriptions of each dish.

• Highlight Popular, Unique or Signature Dishes

It is important to highlight popular, unique, or signature dishes on the menu to attract new customers and build brand awareness.

• Test Menu Items Before Adding Them to the Menu

Before adding a new dish to the menu, it is important to test it first to ensure that it meets customer expectations and is of the highest quality.

• Focus on Items That Are Easy to Transport and Consume on the go

It is important to focus on items that are easy to transport and consume on the go. This includes dishes that can be eaten with one hand and are easy to eat while standing or walking.

• Offer a Variety of Options for Different Dietary Restrictions

As mentioned earlier, it is important to cater to different dietary restrictions, such as vegetarian, vegan, gluten-free, and others. Offer a variety of options to cater to the needs of all customers.

• Use Food Photography to Showcase Menu Items

The use of food photography can help to showcase menu items and attract new customers. High-quality food photography can also help customers to make informed decisions about what to order and can be used on delivery platforms to help promote your business. — This is arguably the most important factor.

• Use Packaging that Keeps Food Hot and Fresh During Transit

In order to ensure that food arrives at its destination in the best possible condition, it is important to use packaging that keeps food hot and fresh during transit. This includes containers with lids, insulation, and appropriate packaging materials to prevent spills. But don’t forget to also design your packaging in a way that reflects your brand and improves the customers’ experience.

• Consider Limited Menu Options to Streamline Kitchen Operations

When designing a menu for a ghost kitchen, it is important to consider streamlining kitchen operations by limiting menu options. This helps to reduce waste, increase efficiency, and improve the overall customer experience. Finding the right mix between variety and efficiency is key!

• Offer Sauces and Sides as Optional Additions to Entrees

Offering sauces and sides as optional additions to entrees can help to customize the dining experience for each customer and increase sales.

• Regularly Update Menu Based on Customer Feedback and Sales Data

Finally, it is important to regularly update the menu based on customer feedback and sales data. This helps to ensure that the menu remains relevant and appealing to customers, and helps to drive sales and increase customer loyalty.

• Create a second brand to increase the size of your audience

Though creating a second brand is not strictly speaking part of menu design, it is an important factor in running a successful delivery business. Should you decide to use a multibrand strategy it is vital to create synergies between the brands, such as the use of similar ingredients or packaging.

Designing a menu for a ghost kitchen and takeaway place requires careful consideration of the target audience, food presentation and plating, pricing, and other key factors. By following these tips and guidelines, you can create a menu that appeals to customers, increases sales, and helps to build a successful business.

At NOM GastroHub, we understand the unique challenges of developing a menu. That’s why we support our clients in their menu development. We work with you to understand your target market and use consumer data and menu engineering software to help you choose the dishes that your customers will eat up.