The formula: what it is, what's in it, why it's good
Most great descriptions follow three steps in one or two short sentences:
- What it is if the name doesn't say it already.
- The main ingredients, the ones people care about.
- One detail that makes it yours: how it's cooked, where it comes from, how it's served.
Aim for 10 to 25 words. Delivery app customers skim, so lead with the tastiest words.
Before and after examples
| Before | After |
|---|---|
| Beef burger | Double smashed beef, aged cheddar, pickles and house sauce on a toasted brioche bun. |
| Butter chicken | Slow cooked chicken in a rich, mildly spiced tomato and butter sauce. Served with steamed basmati. |
| Margherita | San Marzano tomato, fior di latte and fresh basil on our 48 hour dough, wood fired. |
| Laksa | Rich coconut curry broth with rice noodles, chicken, tofu puffs, bean sprouts and lime. |
| Flat white | Our house blend with silky steamed milk. Ask for oat or almond in the notes. |
| Brownie | Fudgy dark chocolate brownie, baked in house every morning. |
Words that help, and words to avoid
Helpful: cooking methods (slow cooked, wood fired, crispy, chargrilled), textures (crunchy, silky, fudgy), freshness (made daily, baked in house), and clear portions (serves 2, 10 pieces).
Avoid: vague praise (delicious, amazing, best in town), ALL CAPS, internal codes, and claims you can't back up. Let the ingredients do the selling.
Don't forget the practical details
- Spice level for hot dishes (mild, medium, hot).
- Common dietary notes like vegetarian, vegan or gluten free, only if true.
- What's included in combos and family meals.
Keep it honest
Describe the dish exactly as it arrives. If the photo or the words promise more than the plate delivers, customers notice, and that shows up in reviews.
Want us to rewrite your whole menu? We send a free mockup first so you can see the difference before you decide.
