Create Inspired Dishes Not Gimmicks

We've all seen it before, especially from restaurants that are looking for a little PR boost.  They take an ordinary menu item, add some magic ingredients, make it the most expensive dish on the menu and, presto, they've got media mentions from here to Montana.  Here are just a few of the most memorable examples of this little PR trick.

Chances are good that no one will ever order any of these types of items, but you have to keep your kitchen stocked with the ingredients just in case.  This leads to your budget being wasted on items that will just sit in your stockroom until they go bad or someone is crazy enough to order your $500,000 plate of gold coated, diamond encrusted pasta. 

Instead of wasting time and energy on menu gimmicks, create a menu that includes only your best recipes and those that your guests keep ordering.  As soon as an item falls off in popularity, it might be time to consider updating your menu.  Keep specials seasonal and fresh and if any of these items takes off in popularity, consider adding it to the standard menu, but only if the quality and consistency will remain the same.

And, if you're looking for some exposure, try setting up a Facebook page or Twitter account for your restaurant and talking up your menu and events.  This will create the kind of long lasting exposure that will generate more sales, instead of a flash-in-the-pan story about the latest dish that no one will order.