Conversational Media On Paper, Hold the Onions

I talk a lot about conversational media, but usually I'm referring to online media or things like call-in shows or virtual conferencing. However, can you have conversational media on paper? I think so!  Gray Miller of Satori Media was kind enough to let me know about a strikingly conversational menu he recently encountered at the Chicago restaurant Orange.

He's right: This menu is very conversational in tone. It almost reads like a blog. (Picture: A little clip of the top of the menu, courtesy Gray Miller.)

Here's a brief excerpt from further down in the menu:

"Our specialty. The theme changes weekly so ask your server...or, come to think of it, you should have a little card somewhere. if you don't...well, let's just say, there'll be hell to pay! Believe you me! Hell to pay! So take a moment and look around. I'm sure there's a specials card somewhere."

Does a conversational tone = conversational media? Not necessarily, in my opinion. I think, as it currently stands, this humble photocopied and stapled menu offers tremendous conversational potential beyond merely sounding conversational. That is, it could work to engage current and potential customers in two-way conversation.

Here are a few quick ideas on how they could do that:

1. Conversation with servers. OK, in most brunch places the servers are really busy and don't have much time to chat, yet personable servers can do wonders for repeat business. So why not offer something like an "open question of the week" on a fun topic of local interest, of which the servers are likely to know something about. Then, as customers engage the servers in brief conversations, the servers will collect a wider range of insights to share with other customers. ("You know, not many people have raised that point this week...")
2. Trivia quiz. This is a little like #1, but more structured. Each week on the menu, the restaurant poses a local trivia question. Customers can try to answer the question to the server. If they guess right, they get some minor prize, like a free donut. You could even offer one general trivia quiz and another for "regulars." Again, the point is to establish rapport between customers and servers -- and thus, a stronger relationship with the restaurant.
3. Blog the menu. OK, Orange doesn't appear to have its own web site -- which is common for many small businesses that rely strictly on in-person business. However, what if they used a blogging tool to create a site that blogs their menu? Customers could then comment on specific dishes. They also could submit photos, comments, stories, etc. They could even submit a posting by cell phone or pager, if you set up a system to accept that. (Moderate those, of course.) Yeah, it's a little bit of a risk -- but I figure a place that's willing to be courageous with its menu content might be up for a risk.
4. Highlight conversation events/opportunities Many brunch restaurants offer a "community table" -- a big table where anyone can sit. Often, conversations strike up at these tables. What if you used the menu to highlight the fact that the community table is a great place to meet new people and talk? You could maybe even schedule special guests -- by offering them a free brunch to hang at the community table during certain hours on a certain day and just talk to people. They don't even need to be celebrities or important people, just interesting local conversationalists. Like: "Meet Mary Harben, who learned to drive at age 75, and who has coached softball for 50 years."

OK, that's just a few ideas for how to make a menu do more than merely sound conversational. What do you think of these ideas? Any other thoughts? Please comment below.

And thanks, Gray!

Comments

[Gray Miller]

Some great ideas, Amy, and you took this way further than I'd thought--I love the "topics of conversation" idea. Wasn't that on a Monty Python skit a while back?

Another thing that comes to mind is a local Madison store that prints "Overheard in the Showroom" comments in their newsletter. I'm picturing something along those lines in the shop, perhaps a scrolling message board with comments heard by the servers? Then again, that might be too invasive...

You definitely got my wheels turning, though. My main point was just that by giving it the conversational tone, the menu was more effective in setting the entire ambience of the restaurant. It would be interesting to see the idea taken further.

[Judy Gombita]

Amy, I've eaten at Orange and can attest from first-hand experience that #1 applies (Conversation with Servers). We had two separate staff engage in conversations on what they recommended on the menu, what was popular, etc. They also wanted to know where we were from, what we'd been doing, etc. etc. And we could hear the same "conversations" going on with our neighbouring table.

It's a funky little place in an interesting part of the South Loop, and appears to be a popular spot for locals and tourists alike. The conversational buzz was certainly noticeable.