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.
Be explicit about warm-weather delivery. Insulated packaging, the days orders are dispatched, and the point in summer at which posting stops: it is a genuine constraint and pretending otherwise produces melted parcels and refunds.
Open Christmas and Easter ordering early and visibly. The corporate orders are placed weeks before the shop is busy, and they are the most profitable thing it will sell all year.
Give corporate gifting its own page with the practical details. Minimum quantities, personalisation, lead times and delivery to a single address are what a company buyer needs before making an enquiry.
Handle allergens properly. Nuts are everywhere in this trade, and being precise about what a product contains and what shares equipment with it is both a legal duty and a reason people buy with confidence.
Chocolate is the one food product that cannot simply be posted in July. Explaining how orders are packed in warm weather, and when the shop stops shipping altogether, is the difference between a confident purchase and an abandoned basket.
Two dates carry the year. Christmas and Easter are most of the turnover, and the corporate boxes that go out in November are ordered by somebody who started looking in September.
The site is built around the two things that block an order: whether it survives the post in summer and whether it arrives before the date. Corporate gifting explained with quantities and lead times, allergens stated precisely.
The page that changes the year is written for a buyer, not a browser: a hundred branded boxes, delivered on the eleventh of December.
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