Once upon a time there was a brilliant cocktail menu...

“How do I create a themed menu” is a question with no simple answer, but I’ve found that the most successful themed menus have one thing in common: storytelling.

Storytelling helps bring an idea to life. It breaks down the creative process and gives you a clear structure to build with. Stories also engage the guest, aiding in the creation of memorable experiences, which should be your goal.

A theme can define your venue’s personality or be part of a seasonal menu – either way, it has to align with your values. So first, think about your space and brand. You may be at the point where you’re developing a concept for a new space or launching a menu that showcases a fresh story for the season. Regardless, what matters is that your theme is cohesive with your brand and that it complements and builds from your core values as a venue. Spending a little time setting your targets and reminding yourself of brand values is wise.

Storytelling employs narrative structures, but try moving beyond a beginning, middle and end and look at common story approaches, such as the ‘hero’s journey’. In fact, identifying the hero in your story is key. The guest, our hero, should take centre stage, and your role here is to be their mentor and guide them through the journey of your theme. Taking this point of view is a simple way to help identify the creative possibilities within your offering.

This is also why a themed menu is not just about the cocktails – you need to set the scene. We use all our senses to draw information from a space, so explore how sensory cues can be used to support and strengthen your theme. This doesn’t have to mean full immersion, it can be subtle: a scent that recalls a memory, a cocktail name that invites curiosity or a garnish that sparks recognition. Look to work these multisensory design elements to your advantage.

A well-told menu also considers pace and sequence. What does your guest feel when they sit down? When they order? When the bill arrives? The sequence of service becomes plot points and adding small gestures into these steps, such as an unexpected petit four or service flair, helps to move your plot along.

And don’t forget your cast: the drinks. These characters should match the tone of your story – be it bold, nostalgic, cheeky or surprising. Define emotional targets and let them guide the tonality of flavour. This means ingredient choices and techniques should be thoughtful and justified within your theme. It you are looking to surprise, as an example, using a modern technique to process a traditional flavour always leaves an impression – specification, clarification and playing with texture always work well here. Nostalgia requires a lean into the past and ingredients with a common cultural pull – think rhubarb and custard and trips to the seaside as simple examples that can inspire your work. While visual style and presentation is important, always ensure the flavour of your cocktail delivers.

Overall, pay close attention to the expectation you set. Ensure each choice you make supports the role of your characters and delivers your theme’s promise, leaving a lasting impression.

Zoe Burgess is the founder of drinks consultancy Atelier Pip and lead beverage consultant at the Standard hotel in London

Do you have a question for one of the Drinks Doctors? Send your query to drinks@thecaterer.com