Personalization plays a vital role in making each member feel seen. Menus that allow flexible substitutions like gluten-free bases, plant-forward swaps or protein upgrades, provide choices without making the accommodations feel like an afterthought. This approach also eliminates the potential of creating discomfort for a member who has made a special request. Off-menu signature “Club Classics” featured from time to time, can also become cherished and nostalgic dining experiences, enhancing a member’s sense of belonging.
Even the language of the menu can turn an ordinary selection into an experience. Opt for descriptions that awaken the senses like “pan-seared Nantucket sea scallops with lemon-thyme butter and sweet corn risotto," instead of simply listing ingredients. Remember that descriptions aren't just informational, they're also meant to set the stage and create anticipation. To create a deeper connection, use references to a club’s history, such as noting something like a recipe "inspired by the first club chef in the early 1900s that has stood the test of time."
The menu should also be an engine for events and shared experiences. Themed dinner nights, seasonal tasting menus and integrated wine or cocktail pairings elevate dining into a form of entertainment and an opportunity to socialize. Interactive elements, like chef’s carving stations or live pasta bars, bring the kitchen into the dining room and invite members to be part of the process.
Invite small groups to serve as tasting panels for new dishes. When members feel they have a hand in shaping the menu, engagement increases and anticipation is built for seasonal changes. At the same time, consistency is equally important. Members appreciate knowing their favorites will always be available, which is why “anchor” dishes should remain on the menu year-round. Alongside these, a rotating “club favorites” section keeps things exciting without disappointing those who prefer the mainstays.
Finally, make use of messaging technologies to turn menus from a static object into a dynamic storytelling platform. Whether you display images through social media, in-house newsletters, e-blasts or club specific apps, these tools can help build anticipation and extend the dining experience beyond the table.
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By Chef Mary Howley
Chef Mary Howley is a consultant, trainer, and recruiter for RCS Hospitality Group. 
She is a former Executive Chef of her own catering company, several privately owned country clubs, and fine dining restaurants. She has studied throughout Europe and honed her skills working with a myriad of culinary styles and foods. At RCS, she is the resident culinary consultant guiding menu engineering, overall food & beverage management, back-of-house operations, and training. She had the honor to serve as research and development chef for Food Unlimited and held the position of Pastry Chef in two James Beard Dinner Events. Mary has a Bachelor of Arts degree from the Maryland Institute, is a Certified Professional Food Service Manager, a certified TIPS trainer, and a member of the Women Chefs & Restaurateurs Association. Mary is passionate about cross-utilization, seasonality, sustainability, and the precious connection between people and food.
