Localising a menu without losing the brand

When a brand adapts its menu for a new market, the risk is rarely one dramatic mistake. It is a series of small, reasonable changes that together leave a menu that could belong to anyone.

Start with roles, not dishes

Before changing any dish, give each one a role: signature, supporting, seasonal, or there for balance. Signatures should be protected as closely as possible. Supporting dishes are where most thoughtful localisation can happen, and new dishes can be introduced where they genuinely add something for local guests.

Adapt for context, not assumptions

Useful questions include how guests in the Kingdom tend to order — individually or to share — when they dine, and with whom; which ingredients are locally excellent; and what the beverage offer needs to do without alcohol. Answers should come from tastings, local partners and observation rather than generalisations.

Keep the brand's voice in the language

Menu wording, dish names and descriptions carry identity too. Translating literally can flatten them; rewriting them entirely can disconnect the menu from the brand. Agreeing a small glossary early helps.

Write it down

A localisation brief — what stays, what changes, and why — gives chefs, partners and marketing teams one reference point, and makes it far easier to keep the brand consistent as it grows.