Instagram Reel script for a café menu launch
Show the finished dish first, one useful preparation detail next, and the actual menu information at the end. The timing below is a production estimate for a short reveal, not a claim about a platform's ideal video length.
Opening · 0–3 seconds
SHOT: Close view of the finished [dish]. VOICEOVER: A new reason to stop by: [dish]. ON-SCREEN TEXT: [Dish name].
Let the dish fill the frame without hiding it behind a title card.
Preparation · 3–8 seconds
SHOT: One genuine preparation step. VOICEOVER: We [specific step] with [ingredient]. ON-SCREEN TEXT: [Short preparation detail].
Film a step that explains the finished result; do not imply an ingredient or technique you do not use.
Serving · 8–13 seconds
SHOT: The dish reaches the table, with [accompaniment]. VOICEOVER: Served with [side], from [serving time]. ON-SCREEN TEXT: [Actual serving window].
Keep any separate-charge add-on distinct from what is included.
Menu destination · final seconds
SHOT: Dish beside the menu, or a clear café setting. VOICEOVER: Find the full menu at [menu destination]. ON-SCREEN TEXT: Available from [confirmed date].
End with a destination visitors can use, not an unsupported promise or invented deadline.
Text-led alternative
If the café is noisy or no one wants to record a voiceover, use the same four-shot sequence with concise on-screen text. Give each line enough time to read. Keep important text away from interface overlays and preview the upload before publishing.
For accessibility, include captions for spoken material and make the main menu facts available in the post caption too. A viewer should not need the audio to find the dish name and serving window.
Prepare the shoot
| Material | Why it is needed | Low-equipment option |
|---|---|---|
| Finished dish | Immediate visual subject | A phone supported on a stable surface |
| Preparation step | One concrete detail behind the dish | Film only hands and equipment if faces are unnecessary |
| Menu information | Accurate next action | Use a plain readable end frame and the post caption |
| Clean audio | Understandable narration | Record a voiceover separately in a quiet space |
Review the final cut
- The opening shows the actual dish immediately.
- Every claim is supported by what the café actually serves.
- Spoken information also has readable captions.
- The last frame's date, serving window and destination agree with the menu.
- A staff member or customer shown in the video has given permission.