We often underestimate just how powerful a menu really is. It seems like a simple document: dishes, prices, done. But in reality, it might be the most read piece of text in your entire business. Everyone who walks in grabs that menu. Everyone who comes to eat studies it. So you have two choices: either let people stare at a dry list, or turn that menu into a tool that pulls them in, excites them, and sets the tone before the first bite.
The question isn’t really: can a menu tell a story?
The real question is: why on earth wouldn’t you?
A menu is not an inventory list.
Many menus look like an Excel export: “Carpaccio – €14, Salmon – €22, Crème brûlée – €9.”
Functional? Yes.
Inspiring? No.
And that’s strange. Because every dish carries a story: why you cook it, where the ingredients come from, how the flavor was built. Behind every plate is emotion. Behind every recipe is a choice. A menu without a story feels empty – as if you’re just “delivering food” instead of creating an experience.
It’s like reading a book without an introduction. You can get through it, but you miss the context, the warmth, the reason to stay.
Let’s be raw and honest for a moment: stories sell. And that’s not a trick, it’s biology. Our brains are wired to remember stories. A dry list of ingredients slips away within five minutes. A good story plants itself firmly in your memory.
The psychology behind it
Stories trigger emotion. We don’t remember “meat with sauce,” we remember “the stew my grandmother let simmer for hours on Sundays, while the whole house smelled of thyme and bay leaves.”
Stories give meaning. A dish gains more value when you know why it’s on the table. “Grilled asparagus” are just asparagus. But “asparagus from farmer Janssen, harvested this morning in the field next to the restaurant” makes you feel part of something bigger.
Stories set you apart. Let’s be honest: any restaurant can put salmon on the menu. But not every restaurant can tell you why you should choose this salmon, and what makes their version different.
It’s like reading a book without an introduction. You can read it, but you miss the context, the warmth, the reason to stay.
How do you bring a story into a menu?
This is where many chefs stumble. Because no, you’re not supposed to write a novel. Nobody wants to read a 30-page menu. It’s about finding the balance between clarity and experience.
1. Structure it like a journey
Think of your menu as a story.
Beginning: light, fresh, an opening. The chapter that welcomes your guests.
Middle: the mains, the heart of the experience. This is where you build tension.
End: desserts or closers, the emotional note that sends people home.
This way, your menu gains rhythm and flow. Not just random titles, but a narrative arc.
2. Mini-stories per dish
Short, sharp texts that give just enough context.
Boring: “Ribeye with pepper sauce – €28”
Story-driven: “Grilled ribeye, juicy and smoky, just like those summer barbecues – minus the rainclouds hanging overhead.”
It doesn’t just read better, it makes the dish relatable and human.
3. Work with themes
Your menu can also have a guiding thread. For example:
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Seasons: an autumn menu, full of dishes that smell of leaves and rain.
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Memories: a menu filled with childhood classics, reimagined.
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Travel: a culinary road trip, where every dish is a stop along the way.
That way you create coherence — and give your menu a soul.
Let’s be honest: there’s a thin line between a good story and empty marketing poetry. And too many menus lean toward the latter.
No one believes phrases like: “Crafted with passion and love on every plate.” It’s meaningless, and people can feel it. It backfires.
A good story is raw and real. Write the way you talk. Write what actually triggers you. If you’re obsessed with the smell of burnt butter and that’s why you base your sauce on it—just say it. Guests value honesty far more than poetic nonsense.
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