People decide with a phone in their hand and in about two minutes: what you serve, opening hours, photos, and whether they can book or order. Hiding the menu inside a PDF loses you exactly those two minutes.
The occasion matters more than the cuisine: weekday lunch, a birthday, the terrace, gluten free, a family Sunday. Each one is a separate search and deserves its own paragraph on the site.
A menu from two years ago costs more than no menu at all: the prices are wrong, half the dishes are gone and the impression is of a place that has closed. What is on the page has to be what is on the pass tonight.
Allergens and dietary options deserve a page, not a footnote. The person who has to check is usually the one choosing for the whole table, and a clear answer wins the whole group rather than one order.
Say what the counter will do. Cutting to order, boning, rolling, mincing to a chosen coarseness: every one of those is a reason to cross town and none of them appear on a shelf edge label.
Open Christmas pre-orders early and make them visible. October is when people decide, the order is large, and it is paid for before the shop has bought a thing.
Name the farms. Where the meat comes from and how long it was aged is verifiable, which is precisely why it works on a customer who has stopped believing labels.
Barbecue weather is a real business. Demand moves with the forecast, which means the shop that posts what is ready this weekend takes the trade that would otherwise go to a supermarket on the way home.
The counter is the product. Cut to the thickness asked for, boned and rolled, trimmed for a particular recipe: it is work a supermarket cannot do and most butchers never mention on their website.
Provenance is checkable and it justifies the price. The farm, the breed, how long it was hung: three facts that explain the difference between this and a supermarket tray.
The site sells what happens behind the counter: cutting to order, boning and rolling, mince to your preference. Christmas pre-orders open from October, and the farms named rather than implied.
The busiest six weeks of the year deserve their own page: the Christmas order form, live before the end of October.
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