Can a better menu be the key to attracting younger members?

What Could a Golf Club Menu Actually Look Like?

We talk a lot about raising the bar with food, but what would that really mean in practice?

As I said last week, I’ve been thinking about a lot menus lately.

Not in a theoretical way, but in a what if? way. What if a golf club menu didn’t just serve a function… but added to the member experience? What if it wasn’t just “something to eat after a round” — but something members looked forward to, talked about, and even brought friends and family in for?

Here’s the thing: when you start to dig into why food matters at a club, it’s not just about the plate. It’s about what that plate unlocks. More time at the table. More connection. More spend. More reasons to hang around.

A better menu isn’t about being fancy. It’s about being deliberate. And when we approach food this way — as a driver of culture — things shift.

Being your member’s ‘Third Place’

I’ve mentioned this before, but it’s worth saying again: golf clubs have the potential to become a genuine third place. Not just somewhere you play, but somewhere you belong.

The idea is simple — home is your first place, work is your second, and the third place is where community happens. A pub, a café, a great little neighbourhood restaurant. Somewhere you go not just for a service, but for connection.

And in every great third place, people, connection, conversation, atmosphere are central, and maybe food can be the driving force.

The menu is a statement of identity. It tells people who you are, what you value, and who you’re trying to welcome in. It’s also one of the most immediate ways to shift perception.

When the food’s good, people linger. They order another drink. They invite others in. They use the club for more than just golf.

Which brings me to a question I love asking: what could the menu look like if we reimagined it from scratch?

Food That Makes People Want to Stay

I’m not talking about a full overhaul, or throwing out the comfort dishes that members know and love. But what if we complemented the familiar with a few things that made people stop and say, “Ooh, that sounds good”?

Here are some of the things I’m seeing work really well in clubs right now:

• Overnight flatbreads – Dough proved slowly for depth of flavour, then stretched to order, topped generously, and cooked hot and fast. Easy to share, visually impressive, and wildly popular.

  Example: Charred courgette, whipped feta, lemon oil, toasted pine nuts.

• Social, sharable dishes – The kind of food that turns a post-round snack into a social occasion. Things like…

  Sticky Korean chicken thighs with sesame & spring onion

  Grilled chorizo with honey, lemon & herbs

  Pork Belly Bites with caramelised onion and chilli

  Pulled lamb shoulder nachos with pickled red onion & harissa yoghurt

• Lighter options done well – For members looking for something fresh, seasonal, and satisfying without being heavy.

  Example: Roast chicken salad with charred corn, avocado, coriander & lime dressing.

• A great burger – Made in-house. Smashed. Proper bun. Homemade gherkins. Sautéed shallots. It doesn’t have to be groundbreaking, it just has to be good.

All of these options can be built with cost and margin in mind. They’re not about driving complexity — they’re about elevating what’s already possible in most golf club kitchens, especially those with strong volume and capable teams.

Younger Members Expect More, and Will Spend More

Here’s where it gets interesting: if we want to attract and retain younger members, the food offer matters more than ever.

This generation has grown up with choice. Street food. Pop-ups. Food trucks. Artisan bakeries. Global flavour mashups. Their baseline for “interesting” is higher, and their willingness to spend on food that feels good is proven.

Offer something that feels thoughtful, fresh, and fun — and they’ll spend more, stay longer, and come back often. Miss the mark, and they’ll grab something on the way home.

It’s not about pandering. It’s about meeting expectations. And food is one of the fastest, clearest ways to show people that your club gets it.

Experience First, Revenue Follows

When you build a menu with experience in mind, the revenue follows. Higher average spend. More upsell opportunities. An extra drink… and most importantly, more reasons to come back.

Golf is the draw, but hospitality is the glue. It's what turns a round into a. A lunch into a memory. A golf club into a place people want to be — even when they’re not playing.

So what could your menu look like?

Probably a lot like what your members are already eating elsewhere. Just served with care, intention, and a sense of pride.

Quick one — if you’ve not done this yet, my scorecard helps you spot gaps across guest experience, costs, and day-to-day ops. Takes a few minutes and you’ll get a proper report at the end.