Supplemental merchandising copy.
Menu designers should sell the sizzle.
Do not translate menu item names that are in a foreign language as it takes away the mystique.
Avoid topical references and trendy slang.
Extol the virtues, but avoid puffery.
Add more menu items.
Trim back some of the descriptive copy.
Add artwork or white space.
Go to a different format.
Here's an interesting quiz for you.