| name | menu-copywriting |
| description | Dish description formula for F&B social content: sensory detail + origin + emotional hook — turns menu items into craveable copy |
| version | 1.0.0 |
| tier | community |
| category | fb-specific |
| author | 12eat AI Lab |
| license | MIT |
| min_plugin_version | 0.5.5 |
Menu Copywriting
Most restaurant social content fails because it describes food the way a menu does — ingredients and portion size — instead of the way a craving works. This skill teaches the agent to write dish descriptions that trigger appetite and desire, not just inform.
When to Use
- Writing captions for single-dish feature posts
- Creating Google Business Profile menu descriptions
- Writing dish descriptions for carousel slides
- Generating content for new menu item launches
When NOT to Use
- Writing allergen information (use
allergen-gate skill instead)
- Pricing announcements (keep factual)
- Nutritional content claims (use
fda-ftc-rules skill for compliance)
The Dish Description Formula
[SENSORY LEAD] + [TECHNIQUE OR ORIGIN] + [OCCASION OR EMOTION]
Component Breakdown
Sensory Lead (mandatory)
Lead with the most vivid sensory detail — not how it looks on a plate, but how it feels in the moment of eating. Texture > colour > temperature > taste hierarchy.
Strong: "Crackling skin giving way to steaming, fall-apart meat"
Weak: "Golden brown roasted duck with crispy skin"
Technique or Origin (mandatory)
One specific detail that signals craft and authenticity. This is what separates a real kitchen from a factory.
Strong: "Slow-roasted over lychee wood for 4 hours"
Weak: "Made fresh daily"
Occasion or Emotion (recommended)
Connect the dish to a moment, memory, or feeling. This is what makes people tag someone or save the post.
Strong: "The kind of thing you make time to sit down for"
Strong (ZH): "就是那个记忆里的味道"
Sensory Word Bank
Texture (EN)
crackling molten silky cloud-soft springy caramelised charred pillowy shatteringly crisp meltingly tender
Texture (ZH)
外酥里嫩 入口即化 Q弹 软糯 焦香酥脆 滑嫩 鲜嫩多汁
Taste/Aroma (EN)
smoky umami-rich gently sweet deeply savoury bright complex warming fragrant
Taste/Aroma (ZH)
鲜香 回甘 浓郁 清甜 麻辣鲜香 酱香 醇厚
Examples
Example 1 — Char Siu Pork (Instagram, EN)
Input: Char siu BBQ pork, served with steamed rice and greens. Marinated overnight.
Output:
Lacquered edges that shatter when you cut through — then pork so tender it barely needs a knife. Marinated overnight in our house char siu sauce and roasted until the fat renders into something almost caramel.
The kind of plate that makes everything else go quiet.
Example 2 — 红烧肉 (小红书, ZH)
Input: 红烧肉，五花肉，小火慢炖两小时，上海家常做法。
Output:
筷子一夹，皮就颤了。
五花肉选的是肥瘦均匀的那种，冰糖炒色、黄酒去腥，小火慢炖整整两小时——等到汤汁收浓、肉已经酥得自己往下坠的时候，才算好。
上海外婆的方子，没有改过。一口下去，不需要多说什么。
Example 3 — Dim Sum Carousel Slide (EN, concise)
Input: Har gow — steamed shrimp dumpling, thin translucent wrapper.
Output:
Har Gow — thin enough to see the shrimp through the skin. Steamed just long enough to stay springy. Order two baskets.
Length Guidelines by Platform
| Platform / Format | Target length |
|---|
| Instagram caption (hero dish) | 60–120 words |
| Carousel slide description | 15–30 words |
| Google Business menu description | 30–50 words |
| TikTok video hook text | 8–12 words |
| 小红书 dish paragraph | 80–150 characters (ZH) |
Notes
- Never use these generic adjectives: delicious, tasty, yummy, amazing, mouth-watering — they add nothing
- One dish = one focus. Don't list every ingredient; pick the most distinctive one
- For ZH content, shorter sentences with more whitespace read better on mobile
- Always write dish descriptions in present tense — they feel more immediate
