On delivery platforms, your dish description is your salesperson. The customer cannot smell or see the dish in person. The words must do the work of their senses. A good description can increase sales of a dish by 30%.
Start with the main ingredient and its quality. “Crispy farm-raised chicken” sells better than “Breaded chicken.” “Scottish farmed salmon” sells better than “Smoked salmon.” Qualifiers of origin and preparation add perceived value.
Describe the sensory experience. Use adjectives that evoke textures and flavors: crispy, melting, creamy, spicy, fragrant, caramelized, grilled. The customer should be able to imagine the dish while reading it.
Mention allergens and compatible diets. “Gluten-free”, “Vegetarian”, “Halal” are not just legal obligations, they are sales arguments for specific customer segments.
Keep descriptions concise: 2 to 3 lines maximum. Customers scan the menu quickly. Essential information should be visible at a glance. If your description requires a paragraph, it’s too long.
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