A flashy menu that doesn't generate sales is like a race car without an engine.....Nice to look at, but it won't pay the bills.

I've had an opportunity to work with hundreds of food and beverage operations of every type and size, from mom-and-pop eateries in South Philly to national chains. Whether I'm working with a local hoagie shop or an upscale, fine dining restaurant, I always review the menu to see if it is designed to maximize sales AND promote the items which are most profitable and unique to the property. It is my firm belief that next to a well-motivated sales staff, your menu is your best internal marketing tool. That is why proper layout and design are essential ingredients for your future profitability.

I'd like to help you avoid some of the grave errors I've seen over the years. There are many "do's" and "don't's" when it comes to menu design. If you really want to be able to direct your customers' attention towards the items you want to sell, try some of these tricks of the trade.

COLOR - I recommend using at least three colors on your menu if you have your menu printed professionally. With three colors to work with, you'll be able to highlight the section headers (e.g. "Appetizers") with one color. Use the second color for standard menu item names and descriptive copy. Then, use the third color to call attention to a few key menu items within each menu section.

ICONS - Another way to focus on the more profitable items on your menu is by using icons. Try to choose a symbol which is appropriate for your restaurant's theme and is recognizable when it is shrunken down to size. The Magnolia Cafe does a great job with icons, including identifying their highly profitable vegetarian options as well as their heart healthy options. Bear in mind, however, if you plan on using icons for "healthy" menu options, you'll need to have the nutritional proof to back up your claim in accordance with current FDA guidelines.

TYPEFACE - A third option for calling attention to menu items is your choice of typefaces. Using three distinct typefaces, in much the same way as the three ink color options previously mentioned, will have a similar effect on helping you sell more of your most profitable menu items.

SEASONAL OFFERINGS - Change your menu at least twice a year to ensure that you are offering the most cost-effective ingredients during each season. Don't get caught offering sides of asparagus in the middle of winter.

PHOTOS - Know that when you put a photograph on a menu, you are creating a visual guarantee that your actual plating will match the photo on the menu. If you have a well-trained staff that can execute the exact plating, this is a great way to target attention on profitable items. However, photographs can be "dangerous" on table tents and place mats which will be sitting right next to the delivered product, so train you staff how to deliver a picture perfect product .... or leave the photo out! You'll avoid running up your food cost when the guest rejects an item that does not resemble its enticing photo.

SELL EXTRAS - Use every area of the menu (without cluttering it) to market your extensive product line, including specialty cocktails, wines by the glass, non-alcoholic beverages, salads, sides, after dinner beverages, desserts and a selection of bottled wines (if your list is extensive and you aren't able to fit the entire list on the menu). Don't waste money by leaving the back of the menu blank. Realize that although your customers may be coming to your restaurant for an entree, you can boost your sales and reduce your food cost percentage by selling all of the add-ons.

COSTING & RECIPES - Do your homework when selecting menu items and finalizing the recipes. Cost out every ingredient in every written recipe. Until this is done, you'll never be able to maximize your profits. There are now many software products available to help cost out your recipes, which can expedite the process.

PRICING SURVEY - Check the competition before you set your menu prices, and make sure you are comparing apples to apples. Just because you and Competitor A are both offering Buffalo Wings doesn't mean the portion is the same, or the overall quality is comparable. Use both the cost data and competitive data before you lock in your menu prices.

IN-HOUSE PRINTING - Whenever possible, keep your menu flexible by printing your menus in-house. Although the covers which will hold your printed menu pages can be a significant investment, your ability to edit and revise your menu and keep things fresh at your restaurant will be perceived as a positive. As is the case with every ingredient on your menu, be sure to get several competitive bids for the menu covers, as well. Also, be aware that there are many paper companies which can provide you with pre-designed menu insert pages in a variety of colors and sizes. By choosing one of these products, you'll save on the design fees.

LEGIBILITY - Legibility is key. If the customers can't read your menu, the targeted menu items won't sell. So be careful choosing the typeface, ink color and paper color and make sure there is enough color contrast between the paper and the ink, factoring in the effect of your dining room lighting level.

USER-FRIENDLY - Don't intimidate your customers by using excessive foreign phrases (without explanations and/or improperly spelled) on your menu. This will keep guests from ordering these items, due to the unknown ingredients and preparations. No one wants to feel ignorant, especially when they're paying for the privilege. Instead of risking embarrassment, the customers simply won't order these items.

Following these guidelines will lead you to a more profitable menu and help you to reduce your food cost at the same time.

Linda Lipsky founded her hospitality operations consulting firm, Linda Lipsky Restaurant Consultants, Inc., in 1988 and has been helping food and beverage operations achieve their highest level of profits, product consistency and service quality ever since. By combining her degree in Organizational Management from Wharton with more than 20 years of hands-on restaurant management experience, Ms. Lipsky concentrates her efforts evaluating food and beverage operations, developing training programs, engineering menus, conducting management searches and creating organizational manuals. Linda is also the creator of The Official Food & Beverage Spell Checker©, a culinary software product. She can be reached at (610) 325-FOOD.