---
name: menu-design-brief
description: "สกิลสำหรับ Brief ออกแบบเมนู ใช้เมื่อต้องการวางกลยุทธ์ สร้างคอนเทนต์ ปรับ Conversion วิเคราะห์ผล หรือทำงานการตลาดดิจิทัลในหัวข้อนี้ให้เป็นระบบ"
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Brief ออกแบบเมนู

## When to Use This Skill

Use this skill when you need to:
- Create a comprehensive brief for designing or redesigning a restaurant menu
- Write menu item descriptions that drive sales of high-margin dishes
- Apply pricing psychology to menu layout and formatting
- Structure menu categories with dietary labels and allergen information

**DO NOT** use this skill for recipe development, restaurant business plans, or food photography. This is for menu copy, layout strategy, and design direction.

---

## Core Principle

A MENU IS A SALES TOOL, NOT AN INVENTORY LIST — EVERY LAYOUT DECISION, DESCRIPTION, AND PRICE PLACEMENT SHOULD GUIDE THE CUSTOMER TOWARD HIGH-MARGIN, SIGNATURE ITEMS.

---

## Phase 1: Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Restaurant name and concept** | "What is the restaurant and what type of cuisine?" | No default — must be provided |
| **Menu categories** | "What are your main categories? Appetizers, entrees, desserts, drinks?" | No default — list all |
| **Menu items** | "List all items with their current prices." | No default — must be provided |
| **Star dishes** | "Which 3-5 items are your highest margin or most popular?" | No default — must identify |
| **Target check average** | "What do you want the average customer to spend?" | No specific target |
| **Dietary needs** | "Do you need to label vegetarian, vegan, gluten-free, allergens?" | Yes — standard dietary labels |
| **Design direction** | "What is the restaurant's visual style? Casual, upscale, modern, rustic?" | Casual modern |

**GATE: Confirm the brief before writing descriptions or layout.**

---

## Phase 2: Menu Architecture

### Category Order

Place categories in strategic order:

1. **Appetizers / Starters** — first thing read, sets price anchoring
2. **Signature / Featured Items** — highlight box or special section
3. **Entrees / Mains** — largest section, organized by protein or style
4. **Sides** — encourage add-ons
5. **Desserts** — placed on separate card or at bottom
6. **Beverages / Cocktails** — separate section or separate menu

### Layout Psychology

- **Golden Triangle:** Eyes scan top-right, then top-left, then center. Place highest-margin items in these zones.
- **No currency symbols:** Use "12" not "$12" — currency signs trigger cost awareness.
- **No price columns:** Align prices at end of description, not in a vertical column. Columns invite price comparison.
- **Decoy pricing:** Place a high-priced item near target items to make them seem reasonable.
- **Box or highlight:** Draw attention to 2-3 star items with borders, shading, or icons — not more.

### Item Count Guidelines

| Category | Ideal Count | Risk if Exceeded |
|----------|-------------|-----------------|
| Appetizers | 5-7 | Decision fatigue, food waste |
| Entrees | 7-10 | Slower kitchen, lower quality |
| Desserts | 3-5 | Items go unsold |
| Cocktails | 6-8 | Slow bar service |

**GATE: Confirm menu architecture and star item placement before writing descriptions.**

---

## Phase 3: Write

### Menu Description Formula

Each item description follows this structure:
**[Item Name]** — [Preparation method] + [key ingredient highlight] + [flavor or texture descriptor]

**Rules:**
- 10-25 words per description (never a full paragraph)
- Lead with cooking method or origin when it adds value ("slow-roasted," "wood-fired," "house-made")
- Use sensory language: texture, temperature, flavor profile
- Name the source if it adds value ("local farm," "imported from...")
- Avoid generic words: "delicious," "tasty," "our famous"

### Description Examples

**Weak:** "A delicious chicken dish served with vegetables and sauce."
**Strong:** "Free-range chicken thigh, slow-braised in white wine with roasted root vegetables and fresh thyme jus."

**Weak:** "House salad with mixed greens and dressing."
**Strong:** "Seasonal greens, shaved fennel, pickled red onion, and citrus vinaigrette."

### Dietary Labels

Use consistent icons or abbreviations:
- **(V)** — Vegetarian
- **(VG)** — Vegan
- **(GF)** — Gluten-Free
- **(DF)** — Dairy-Free
- **(N)** — Contains Nuts
- **\*** — Can be modified for dietary restrictions (note at bottom)

Place a legend at the bottom of the menu.

### Pricing Format

- Drop the dollar sign: write "14" not "$14"
- No trailing zeros unless all prices use them: "14" not "14.00"
- Use odd pricing for casual restaurants (9, 12, 15) and round numbers for upscale (14, 18, 24)
- Do not right-align prices in a column

---

## Phase 4: Polish

### 1. Design Brief for Designer

```
## Menu Design Brief

**Restaurant:** [Name]
**Concept:** [Cuisine type and atmosphere]
**Menu type:** [Single page, bi-fold, tri-fold, separate dessert/drinks]
**Dimensions:** [Standard sizes: letter, A4, or custom]

**Design direction:**
- Color palette: [Primary, secondary, accent colors]
- Typography: [Header font style, body font style]
- Paper stock: [If physical — matte, glossy, textured]
- Photography: [Include food photos? Yes/no, if yes which items]

**Layout requirements:**
- Star items highlighted with [border/shading/icon]
- Dietary icons included with legend
- No price column — prices follow descriptions
- White space between categories for readability
```

### 2. Menu Optimization Metrics

After the menu launches, track:
- Star item order rate (are highlighted items selling more?)
- Average check amount (is it trending toward target?)
- Food cost percentage by category
- Customer questions about menu items (indicates description gaps)

### 3. Quality Checklist

```
## Menu Design Brief Checklist

- [ ] All items have 10-25 word descriptions with sensory language
- [ ] Star items (3-5) are identified and positioned in the golden triangle
- [ ] Prices drop currency symbols and avoid column alignment
- [ ] Dietary labels are consistent and a legend is included
- [ ] Category order follows strategic placement (appetizers → entrees → desserts)
- [ ] Item count per category is within recommended range
- [ ] Decoy pricing is applied where appropriate
- [ ] Design brief includes dimensions, colors, typography, and layout
- [ ] No generic words ("delicious," "tasty," "our famous") in descriptions
- [ ] Menu tested for readability (font size, contrast, lighting conditions)
```

---

## Example

**Restaurant:** Modern bistro, casual upscale

**Star item description:**
"**Braised Short Rib** — 12-hour braised beef short rib, creamy polenta, balsamic-glazed shallots, and horseradish gremolata. (GF) 28"

**Appetizer section:**
```
## Small Plates

**Burrata** — creamy burrata, heirloom tomatoes, basil oil, grilled sourdough. (V) 16
**Tuna Crudo** — yellowfin tuna, sesame, avocado, crispy shallots, yuzu dressing. (GF)(DF) 18
**Roasted Beets** — golden and red beets, whipped goat cheese, candied walnuts, honey. (V)(GF)(N) 14
**Crispy Calamari** — lightly fried calamari, smoked paprika aioli, charred lemon. 15
**Soup du Jour** — chef's daily selection, ask your server. 10
```

---

## Anti-Patterns

- **Wall of text descriptions** — more than 25 words per item slows down ordering and signals pretentiousness.
- **Dollar signs and price columns** — both trigger price-shopping behavior. Remove dollar signs, scatter prices at description ends.
- **Highlighting too many items** — if everything is a star item, nothing is. Highlight 2-3 maximum.
- **Ignoring dietary labels** — customers with restrictions will ask the server, slowing service. Label proactively.
- **Trendy fonts over readability** — the menu must be readable in dim restaurant lighting. Prioritize clarity over aesthetics.

---

## Recovery

- **Menu is too long:** Cut items with the lowest sales volume and highest food cost. Aim for 7-10 entrees maximum.
- **Star items are not selling:** Check placement — are they in the golden triangle? Rewrite the description to emphasize the experience, not the ingredients.
- **Customers complain about missing allergen info:** Add a blanket disclaimer ("Please inform your server of any allergies") and add individual labels to items.
- **Average check is too low:** Introduce a "Featured" section with higher-priced items. Add a premium side or add-on category.
