On platforms, the customer cannot see or smell your dish. Words are your only tool to convey the taste experience. Each description is a mini advertisement.
Farm-raised chicken grilled with thyme, mashed potatoes with salted butter, homemade mushroom sauce.
Use sensory adjectives: “crispy”, “melt-in-your-mouth”, “creamy”, “fragrant”, “generous”. These words activate the customer’s gustatory imagination and increase the order rate.
Mention the origin when relevant: “Mozzarella di Bufala DOP”, “Charolais Beef”, “Tomatoes of Provence”. Origin reassures on quality and justifies a higher price.
Add the following mentions if they are true: “homemade”, “fresh today”, “traditional recipe”. These mentions have a measurable impact on sales (+10 to 15% according to the internal studies of the platforms).
Avoid lengthy descriptions (3 lines maximum) and exhaustive ingredient lists. The client wants to be seduced, not read a nutritional label.
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