The Takeaway Menu That Gets Kept: Layout Tips from the Print Counter
What makes customers keep a takeaway menu in a kitchen drawer, and what makes it go straight in the recycling.
From the team at The Printing Shop.
Tooting has an enormous number of places competing for the same evening meal. A leaflet that gets kept usually has a few things in common. Here is what we would recommend if you are designing or updating yours.
1. Make the phone number and order link obvious
If somebody needs ten seconds to find out how to order, you have made it harder for them. Put your phone number, QR code or ordering link on the front, in a large size, and repeat it on the back. Add your opening hours and delivery area beside it, as they are the next two questions people ask.
2. Number your dishes
Numbering makes phone orders quicker and cuts down on mistakes, particularly for dishes with similar names. It is also easier for customers who do not know how to pronounce a dish.
3. Group items the way people order
Most people read a menu in order: starters, mains, sides, rice and breads, drinks and desserts. Clear section headings let them scan. Sharing platters or meal deals near the top can raise the size of an order, as they are the first thing people see.
4. Use real photos, or none
One or two good pictures of your best dishes can do more than a page of stock images, which customers tend to see through. If you do not have a good photo, a clear, attractive layout with no pictures is better than a dark, blurry one.
5. Put a reason to order on the front
An offer gives people a reason to keep the leaflet. "10% off orders over £20 until the end of June" is more effective than a general "great food". A code unique to each area or campaign will tell you which streets the leaflet worked on.
6. Keep prices easy to change
Prices change. Printing a large batch of menus may look cheaper per copy, but you may find yourself throwing away half of them when your prices go up. A smaller batch costs a little more per copy, but it reduces waste. Keep your artwork on file so that a small change is quick.
7. Be clear about allergens
UK food businesses must be able to provide allergen information. Many takeaways add a line such as "If you have an allergy, please speak to us before ordering", and they keep a detailed list to hand. Check the Food Standards Agency's guidance for what you must do.
8. Choose the right format
| Format | Good for |
|---|---|
| A4 folded to DL | Door drops, fits letterboxes, holds a full menu |
| A3 folded to A4 | Large menus with lots of sections |
| A5, double sided | Short menus and specials |
| A4 card, laminated | Counter copies for people waiting |
Heavier paper is more likely to be kept than something flimsy, and a gloss or silk finish makes food photos look their best. See our flyer prices and our page on restaurant menus.
9. Test before you commit
Print a small batch first, and hand it out in a few streets. Ask new customers how they found you, or use a discount code. Once you know what works, reprint with confidence. We set up your artwork free of charge when we print, so it costs nothing extra to try out a new layout.
10. Distribute with care
Respect "no junk mail" signs and check building rules before leaving leaflets in blocks of flats. Delivering to fewer homes regularly usually beats a single large drop, because people often order only after seeing your name a few times.