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 the by-the-glass list and keep it current. It is the menu that actually matters and it moves every week, so a stale one does more harm than having no list at all.
Write tasting notes a normal person can use. Comparisons to things people have drunk, and honesty about what is simply enjoyable, are what keep somebody ordering a second glass instead of feeling tested.
Explain the food properly. Whether it is snacks, small plates or a full meal decides whether somebody comes at eight instead of after dinner.
Cover the preservation. How long an open bottle stays good, and what technology is used, is why an unusual wine can be sold by the glass at all.
Treat the retail side as a separate business. Whether a bottle costs less to take away than to drink in, whether cases can be ordered and collected, and whether you deliver locally turns Friday night's discovery into Sunday morning's order.
Say who is choosing. Whether there is a sommelier on the floor, and that somebody will pick a bottle from a budget and a rough description, is worth more to a nervous customer than a list of two hundred references.
What is on by the glass is the whole proposition. A guest is deciding whether they can try three things without committing to three bottles, and that list changing weekly is the reason to come back.
Say how much a glass costs before anybody sits down. Price anxiety keeps people out of wine bars more than any lack of interest, and publishing the range removes it.
Organised around the glass: a current by-the-glass list with prices, notes in plain language, the food explained and preservation described.
The sentence that fills tables on a Tuesday: three glasses, three regions, less than a bottle would cost.
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