The "About Us" page is the most visited section on a restaurant website after the menu. Visitors arrive with one question: "Why should I order from here?" A weak text doesn't answer it. A strong one converts a hesitant visitor into a buyer.
Why You Need a Description at All
For customers: People don't just eat food — they eat stories, atmosphere, and values. "A family pizzeria with recipes brought from Naples in 1998" creates a different feeling than "We make pizza."
For SEO: A description with the right keywords helps your site appear in searches for "delivery [cuisine] [city]". Without text — Google doesn't understand what your site is about.
For trust: A legal entity, real people behind the brand, a genuine story — these are trust signals for a first-time customer.
Structure of a Strong Description
1. A Hook Opening (2–3 sentences)
The first paragraph must immediately answer: who you are, what you do, what makes you different. No "We are pleased to welcome you to our website" — that says nothing.
Weak:
Mario's Kitchen is pleased to offer you a wide selection of dishes from our head chef. We work every day to delight you with delicious food.
Strong:
Mario's Kitchen is homestyle Georgian cuisine in the heart of downtown. Khinkali are hand-folded every morning, the wine is natural from Kakheti, and the recipes haven't changed since 1987.
The difference: the second version is specific, paints a picture, and gives three reasons to choose you in the first two sentences.
2. Your Story or "Why We Exist" (2–4 sentences)
Where did you come from? What inspired you? Is there a real person with a real story behind the restaurant?
People buy from people. A founder's or family's story creates an emotional connection.
Example:
The restaurant was opened by Sara Ahmed in 2018 — after 15 years working as a chef in Istanbul. The idea is simple: cook the way people cook at home, but for the whole city. No shortcuts and no compromises on quality.
3. What You Offer (specifics)
Cuisine, specialization, key features.
Example:
The menu is an original interpretation of Uzbek cuisine: plov over open flame, samsa from the tandoor, steamed manti. Delivery citywide — hot, in branded containers that hold temperature for 45 minutes.
4. Values and Differentiators (1–2 sentences)
What makes you different? Local produce, eco-friendly packaging, speed, hand-made dough only — name it explicitly.
Example:
We work exclusively with local farms — no imported semi-finished products or preservatives. If something has been in the fridge for three days, it doesn't reach your table.
5. A Call to Action (CTA)
End with a specific invitation to do something.
Example:
Order delivery right now — we deliver in 40 minutes within 5 km. First order with promo code FIRST (10% off).
Ready Templates by Restaurant Type
Pizzeria / Italian Restaurant
[Name] — authentic Neapolitan pizza in [city]. Sourdough crust, 48-hour fermentation. San Marzano tomatoes, Fior di Latte mozzarella — zero compromise.
Founded in [year] by two friends who brought the recipe from Naples and refused to "adapt it for local taste." Everyone who tries it comes back.
Delivery in 30–45 minutes. Pickup with 10% off. Open daily 11 am – 11 pm.
Japanese / Sushi
[Name] — uncompromising Japanese cuisine in [city]. Sushi rice is cooked twice a day, fish arrives fresh three times a week.
Head chef [name] has been cooking Japanese food for 12 years — started in Tokyo, came back home to do it just as well, but closer to you.
Delivery in insulated bags — rolls arrive firm and cold. Order 30 minutes before lunch or dinner and we'll be there on time.
Burger Joint
[Name] — handcrafted burgers from [city]. Patties from fresh beef chuck only, buns from a local bakery, sauces made in-house.
We started with a food truck in 2021. Now — a full kitchen, city-wide delivery, and a menu of 12 burgers, each designed to be eaten, not photographed.
Delivery in 35 minutes. Burgers assembled right before dispatch — so the bun stays intact on the way.
Home-Cooked Food Delivery
[Name] — homestyle food delivery in [city]. We cook like home: beef bone broth for 3 hours, hand-chopped meat patties without fillers or flavor enhancers.
Behind the stove is Tatiana, a former food production technologist. She started the delivery after growing tired of "restaurant" food with mysterious ingredients. She cooks the way she feeds her own kids.
Menu changes daily. Subscribe to our Telegram channel — we post what's cooking each morning.
Common Mistakes
Filler phrases. "Wide selection," "high quality," "affordable prices," "team of professionals" — these mean nothing because everyone uses them. Replace with specifics.
| Cliché | Specific version | |--------|-----------------| | "High quality ingredients" | "Beef sourced exclusively from Green Valley Farm" | | "Wide selection of dishes" | "78 items across Japanese, Italian, and signature cuisine" | | "Affordable prices" | "Lunch with delivery from $12" | | "Fast delivery" | "Delivery in 35–45 minutes within 5 km" |
Text that's too long. The "About" page needs 200–400 words. Longer — customers won't read it. Leave room for photos and visuals.
No contact details or address. A restaurant description must include or link to: address, phone, opening hours. Critical for both customers and SEO.
No keywords. Write naturally so "delivery," your cuisine type, and your city appear organically. Search engines index this text.
The Formula for a Good Description
WHO YOU ARE (cuisine + city) + WHAT'S SPECIAL (specifics) +
STORY (real person or moment) + VALUES + CTA
Write the way you'd speak. If you'd tell a customer "our dumplings taste like grandma's" — write exactly that. Natural language outperforms formal copy every time.
Add your restaurant description in Restmarket — the "About Us" section is configurable in the dashboard in 5 minutes. Supports English, Russian, and Turkish.