Based on the new eBook: How to write great restaurant menu descriptions, available at Amazon and Kobo. A thoughtfully conceived food and beverage menu can boost revenues by more than 20% according to university research in the U.S. A CBS report says menu descriptions are “everything,” and menus can be influential to drive diners to menu items that you want to get the most attention. There is psychology involved in menu writing and creation, and attention must be paid to the five senses. The human brain can’t think without involving the senses, so knowing how to integrate sight, taste, smell, touch, and sound is very important. Further, a menu can be part of the entertainment package and it’s vital to people with health concerns. This show details a system for optimizing menu creation.