The Power of a Simpler Menu: Le Thi Cam Van, F&B Manager, The Anam Cam Ranh

How clarity, focus, and guest understanding can turn a menu into a stronger business tool

How do you ensure the menu reflects the identity and positioning of your property or brand?

The menu should match our brand and the experience we want guests to have. Every dish should feel like it belongs to the property’s guideline.

How involved are you in menu decisions — and where do you draw the line between roles?

I focus on the overall direction and business goals, while our chefs lead the food creation. We work closely together.

What role does the menu play in driving revenue beyond just food and beverage sales?

A good menu encourages guests to dine in the property, come back again, and even recommend us to others.

How do you align menu strategy with broader business goals — occupancy, loyalty, events, or F&B mix?

We review guest feedback and business’s revenue results regularly. The menu should support the property’s overall goals and updating by seasonal needed.

As a leader, what do you look for when evaluating a menu for the first time at a new property?

I look at whether the menu fits the brand, is easy to understand, good value and has a good mix of dishes following our major guest’s segment which the property wants to lead up.

How do you create a menu that works across different guest segments — leisure, business, local, international?

We find the way to balance familiar favorites with local specialties ingredients, or something suitable for different types of guests.

What’s one menu decision you’ve made that had a surprisingly significant impact on the business?

We simplify the menu by focusing on our best-selling items. It improved both guest satisfaction and chef’s experiences.

Where do you see menu experiences heading in the next five years?

I think menus will become more trending, more local ingredients, more personalized, and more focused on guest experience.

What’s the most exciting shift you’re seeing in how menus are being imagined and designed today?

More restaurants are using local ingredients and telling the story behind their food.

Is the traditional printed menu at risk of disappearing — and would that be a loss?

Not at all. Imagined menus are helpful and easy for guest around the world, but many guests still enjoy a printed menu for more eco lifestyle.

How do you think sustainability, provenance, and ethical sourcing will reshape menus going forward?

Guests care more about where food comes from, so sustainable source will become even more important.

What’s one thing about menus that the industry hasn’t figured out yet — and should?

A simple menu can create a better experience.

If you could redesign the concept of a menu from scratch, what would you do differently?

I would like to make it easier to read and help guests choose more confidently.

What does a truly great menu experience look like to you — as a professional and as a guest?

I prefer to make a great menu is simple, clear, and reflects the restaurant’s identity while making it easy for guests to find something they’ll enjoy.