Hi Caroline.

When I write descriptions for menu items, I am all about tantalizing the senses.  My goal is to not only upsell EVERY SINGLE PATRON, but actually have them pick up the phone, call their friends, and tell them that they HAVE to come down to your restaurant...RIGHT NOW.  Few things work better than a genuine referral.  And, other than the server/bartender and host/hostess, the menu is the next point of contact.

And, YES, we have created promotions where the restaurant was on wait with same day demand.  We literally would watch patrons calling up their friends and telling them to come down to the restaurant...tonight.  And, I am happy to provide you with a reference.

That being said, let's take just one of your dishes: swordfish carpaccio.  I have provided an example of how I would go about writing the description of the dish, along with some presentation ideas.  Vivid images and in depth descriptions are essential, especially for online ordering.  Without the server, how else can you paint a picture for the online patron? That being said, high resolution pictures significantly impact sales in about 7 different ways.  However, that is a conversation for another time.

In addition, I am also an expert Service Trainer.  My wife and I have dined in almost every Michelin star restaurant in Illinois.  From the service side - at the risk of sounding arrogant - I have not been impressed.  And, I can count the number of times on 3 fingers in the past 20 years where I received mind blowing, knock your socks of service in any restaurant. 

That being said, when servers and bartenders put my methods in to practice, the restaurant sees a measurable increase in gross sales.  And, server turnover decreases because of their noticeable increase in gratuities.  I was actually at the point where I was working on appointment.  People would call the restaurant; and, if I was working that night, they would come in.  If not, they would pass.

In any case, the goal is to try to maximize the positive experience of every single guest who walks through your doors.  And, I am a firm believer that if you are not trying to upsell your guests to the absolute best, then you are doing them a disservice.

And, there you have it. 

Thank you again for your prior business.  And, kindly let me know your thoughts. 

Best regards,

Glenn David

Description if you did NOT have a picture of the dish.

Immerse yourself in a sensory experience that celebrates the delicate flavors of the sea, elevated with a symphony of aromatic ingredients.

Imagine thin, translucent slices of velvety swordfish, artistically arranged on a pristine plate. The vibrant colors of the fish glisten under the soft lighting, promising a culinary journey that is as visually stunning as it is tantalizing to the palette.

To enhance the natural allure of the swordfish, we have infused it with the exotic essence of star anise and the bright freshness of dill-marinated capers. Each slice of carpaccio delicately absorbs these enticing flavors, creating a harmonious marriage between the tender fish and the aromatic marinade. The star anise adds a subtle hint of licorice sweetness, while the dill-marinated capers lend a zesty and tangy note, enhancing the complexity of every bite.

Accompanying this delectable creation are bursts of sunshine-infused yellow sundried tomatoes. These little gems of flavor pack a punch, with their concentrated sweetness and gentle acidity. Their vibrant hue complements the delicate white flesh of the swordfish, offering a visual feast that matches the explosion of taste on your taste buds.

As a finishing touch, a drizzle of extra virgin olive oil (EVOO) adds a silky richness that ties all the elements together. The EVOO's fruity and grassy notes harmonize with the delicate flavors of the swordfish, while also providing a luscious texture that adds depth to every mouthful.

With each forkful of swordfish carpaccio, marinated in star anise and dill, adorned with yellow sundried tomatoes, and caressed by the silky embrace of EVOO, you embark on a culinary adventure that transports you to the sun-kissed shores of the Mediterranean.

The delicate, melt-in-your-mouth texture of the swordfish, coupled with the complex interplay of flavors, creates a symphony of sensations that dance on your palate.

Prepare to be enchanted as you savor the interplay of tender fish, aromatic spices, tangy capers, bursts of sundried tomato sweetness, and the luxurious touch of EVOO. The swordfish carpaccio is a culinary masterpiece that celebrates the sea's bounty, inviting you to experience a sensory journey that leaves an indelible impression. Let your taste buds revel in this exquisite dish, for it is a work of art that will linger in your memory long after the last delicate morsel is savored.

Description if you DID have a picture of the dish.

With each forkful of swordfish carpaccio, marinated in star anise and dill, adorned with yellow sundried tomatoes, and caressed by the silky embrace of EVOO - Extra Virgin Olive Oil, made to the MOST exacting standards - you embark on a culinary adventure that transports you to the sun-kissed shores of the Mediterranean.

The delicate, melt-in-your-mouth texture of the swordfish, coupled with the complex interplay of flavors, creates a symphony of sensations that dance on your palate.

Prepare to be enchanted as you savor the interplay of tender fish, aromatic spices, tangy capers, bursts of sundried tomato sweetness, and the luxurious touch of EVOO. The swordfish carpaccio is a culinary masterpiece that celebrates the sea's bounty, inviting you to experience a sensory journey that leaves an indelible impression. Let your taste buds revel in this exquisite dish, for it is a work of art that will linger in your memory long after the last delicate morsel is savored.