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Caterers Need Content Too: How to Write Mouthwatering Sales Copy

The first taste is with the eyes — this much is true. But it’s just the eyes that help to make your dishes look enticing! How you write your sales copy is just as important as the way your food looks on the plate. When you’re writing online, you can’t let your customers taste the food themselves, so you need to use creative and enticing sales copy instead. Read on for a few tips on how to write about your food that’ll make anyone’s mouth water…


Garnish your dish with a story

Today’s customers aren’t just satisfied with what’s on the plate in front of them. They want to know how it got there, where it came from, who grew it, and what it’s made from. While you can certainly list out each ingredient’s country of origin, it’ll sound much more interesting (and not to mention appetizing) to tell a story around your dishes.

For example, think about your eggs. An egg is never just an egg! Rather than simply saying your eggs are free-range, write about how your eggs are from a local supplier that’s worked with your business for years. Describe how each chicken lives a happy life on a free-range farm, and the eggs are picked out by hand each morning.

Describing your food’s journey to the plate breathes life into them. It informs your customer and makes the whole process feel more ‘human’, rather than simply part of an anonymous factory process. Put simply, it gives your food heart. It is this that will engage your diners and have them connect with what’s on the plate in front of them. This is particularly effective with seasonal menus, as you can educate your diners about the value and benefits of seasonal ingredients naturally.

Tuck into your food’s rich history

Like I mentioned earlier, food isn’t just a static thing on a dish. It has a background, a journey, and it also has a history. Even the most modern of dishes has its place in history, a wider context that gives it new meaning and significance. Consider the example from Bombay-style restaurant Dishoom, below:

Several of Dishoom’s dishes are accompanied by fascinating nuggets that place the dish in a wider historical context. Such interesting facts transform them from simple meals into rich, important dishes that have graced the plates of men and women from all over the world. When you eat their Kejriwal, you’re not just eating eggs on toast — you’re taking a bite out of history.

And just like Dishoom, you too can paint a portrait of your food’s history. If you’re serving a popular dish like biscuits and gravy, describe how it was brought to the US from the early European settlers and became the standard meal for plantation workers in the South.

And even the most uninspiring food can be given a history of sorts. Perhaps your apple pie, made with love by your chef, is always shared amongst your team at the end of a long day’s work. It’s little touches like that turn a simple meal into a lively, interesting dish that will have your customers wanting seconds even before their first bite.

Lightly season your copy with adjectives

Which of the following dishes sounds more appetizing:

Steak with fries and salad

Or

Seared American steak marinated in a heady blend of herbs and spices, served with homemade fries, crispy on the outside and fluffy on the inside, and a fresh leafy green salad with a zingy citrus twist.

I know: your mouth is watering at the second one. Why? Because it’s rich with evocative adjectives that really capture the way all those things taste.

When you’re selling your food, the best thing you can do is have your customer actually taste what you’re offering. But unless the customer is there in front of you, that’s not viable. Instead, you need to tell them how it tastes.

While words like “zingy” or “crispy” will certainly convey this to your customer, you can take it further by branching out with your descriptions. For example, using phrases like “pan seared” doesn’t describe how something tastes, but it sounds delicious nonetheless!

Similarly, appealing to your customer’s emotions can also help sell your cuisine. Describing your beef as being from cows “hand-reared on a family-run Kansas farm” paints a picture of a traditional American homestead with good old-fashioned values and high-quality beef. Again, it doesn’t say how the food tastes, but it appeals to your customer’s sense of nostalgia and really sells the dish.

Like seasoning, the key to adjectives is to use them sparingly. If you underuse them, your food will sound dry and tasteless. Overuse them, and it’ll be cloying and heavy.

Your sales copy is vital when it comes to your dishes. If you can literally make them taste the food, do it figuratively with well-written copy peppered with sensuous adjectives. And your dishes are so much more than just food: it has a journey and a history, things that your customers want to hear about. It’ll have your customers’ mouths watering before they’ve even smelled your cuisine. Get creative with your copy and transform your meals into veritable feasts.

Kayleigh Alexandra is a community writer for Micro Startups — a site dedicated to giving through growth hacking. Visit the blog for your latest dose of startup, entrepreneur, and charity insights from top experts around the globe. Follow us on Twitter @getmicrostarted.

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Kayleigh Alexandra is a community writer for Micro Startups — a site dedicated to giving through growth hacking. Visit the blog for your latest dose of startup, entrepreneur, and charity insights from top experts around the globe.

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