How Customers Discover Your Menu and the Importance of Menu Transparency.

A huge new legislation recently announced by the Department for Environment, Food and Rural Affairs means food businesses will be required to include full ingredients labelling on pre-packaged food also known as “Natasha’s Law”, coming into force in summer 2021.

Our core belief is that everyone is unique and so are their nutritional needs. 

A problem that exists currently in the restaurant industry is that whilst menus have become increasingly complex and more developed, with the addition of healthy eating options, there isn’t an accessible way for the customer to understand how the menu is laid out to discover what is right for them. 

Helping consumers make safe choices is how Vita Mojo’s own restaurants started. Personalisation of meals is a key feature within the technology to empower the customer to make an informed choice of what they’re eating with the full nutritional facts to help them with their goals whether it’s for mental health, building muscle, support productivity or just maintain a sense of well-being. 


So, how does menu transparency and presentation impact on the brand experience?


1. Menu transparency

The VMOS software has full nutrition and allergen labelling embedded within the system for restaurants that want to bring full menu transparency within a digital space via pre-order or kiosks. Displaying the nutritional information on a personal screen gives the added advantage of making the food feel more personal for the customer as they can filter the menu based on the allergens they avoid. 

2. Brand differentiation 

When you take a look at many restaurants menus today, you will mainly see lists. That list usually contains the name of the meal, its price and the overall calorie number (although that is normally only shown on restaurant chains’ menus). 

Vita Mojo OS kiosks and pre-order software “showcases” a restaurant’s menu in on-brand style that is easy and intuitive for the customer to understand deeply what the meal is made up of thereby enhancing the overall customer experience in a digital format.

menu transparency

menu transparency

3. A personalised experience 

A key feature of the regular end-customer of the VMOS pre-ordering software is that overtime as big data is collected around the customer. With their eating habits such as what items they order and the time and location ordered, restaurants are able to deliver a personalised marketing experience in the combination of a digital menu with a recommendation engine. 

Our recommendation engine is AI-powered and improves organically over time to each customer meaning that as it collects data over the first few orders, the algorithms only show what is most relevant for that user at the right point in their customer journey – making the customer experience feel truly personalised.


For an in-depth demo of our restaurant and to discuss how we can build to your specific needs, please get in touch with us on, we’re looking forward to hearing from you!


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