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Achieving the Total Customer Experience

Customers should feel the brand culture throughout their dining experience, this includes the menu. If the image is fun and quirky, let your menus ref

The piece of paper that a menu is written on, and its dishes are not the only aspect of total customer experience in a food service establishment.

Trained staff

Staff (both preparation and service) should be trained to meet the standards of food production and service. Production standards including standardised recipes, portion and quality control should ensure that consistency and is achieved.

Standards of hygiene

Standards of food hygiene and staff’s personal hygiene impact both on the quality of the ingredients but also on the safety of food production. Poor food hygiene can result in contamination of food and the illness of customers. Implementation of HACCP (Hazard and Critical Control Point) procedures and checklists is essential.

Management of kitchen

Management of the kitchen refers to the management of standards, food production, ordering and storage, managing staff, pass management are always maintained.

Quality of dishes

Quality of dishes usually depends on the level of skills of the staff, the quality of ingredients and the equipment available.

Local, seasonal ingredients ensure that the best quality is used. The menu should also be planned around the equipment available.

The menu needs to meet the needs of the market and at the same time achieve the budgeted margins to ensure profitability.

How to communicate the brand through the menu

Communicating your brand through your menu is important as it reaffirms your message to the market.

Make it interesting

Differentiate your offering from your competitors and let your menu talk to your brand. Incorporate the brand message in your dishes. Create menus that reflect the culture and language of the food offerings. Use splashes of colour to create interest.

Let it reflect the brand

Customers should feel the brand culture throughout their dining experience, this includes the menu. If the image is fun and quirky, let your menus reflect the fun. If intimate and exclusive the dishes should be delicate and tasteful.

Let the food tell the story

Don’t rely on the slogan or name of the restaurant. The food needs to tell the story too. Use ingredients and combinations that reflect the brand.


Reflect on when you last visited a restaurant. What were the aspects that made up your total experience? Can you think of others that we may not have identified that you can share with other learners?

© International Culinary Studio
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Introduction to Menu Engineering

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