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.
Publish what is good now. A short weekly note about what has arrived, what is at its peak and what to avoid is the reason to come back to the site rather than to read it once.
Explain where things come from. Which grower, which region and how far it travelled is what justifies a price above a supermarket's, and it is checkable in a way that adjectives are not.
Describe the box properly. What a typical week contains, what happens with things a household will not eat and whether it can be paused is what a customer needs before committing to a subscription.
Treat restaurant supply as a separate business. A kitchen ordering daily at trade prices with a delivery before service has nothing in common with a family buying on a Saturday.
The stock dies in three days. That is the whole difference from a supermarket, and it means the site's most valuable page is the one that changes: what is good this week and what is not worth buying yet.
Telling somebody not to buy something is the strongest sales technique here. A shop that says the tomatoes are poor this week and the plums are extraordinary is trusted with everything else on the counter.
Built around a stock that changes weekly: what is good now, provenance that can be checked, the box explained honestly and restaurant supply kept separate.
The line that earns lasting trust is a refusal to sell: do not buy the tomatoes this week.
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