The top-level domain (TLD) .MENU is a sponsored top-level domain (sTLD) in the Domain Name System of the Internet. Introduced in 2013, its target audience is the food and beverage industry, specifically restaurants, bars, cafes, caterers, food bloggers, and recipe sites. This domain extension offers the chance to have a web address that directly corresponds to the services offered by these industries.
The .MENU TLD is managed by the company Wedding TLD2, who has been delegated the responsibility by the Internet Corporation for Assigned Names and Numbers (ICANN). ICANN is the non-profit organization that oversees the entire domain name system and is responsible for introducing new TLDs into the internet ecosystem (ICANN, 2021).
This TLD offers restaurateurs the opportunity to better cater to their customer base and promote their menus online. By using a .MENU domain, restaurants can create a unique and branded space on the web, where customers can easily find their offerings. For instance, French restaurant Le Héron could use www.leheron.menu as their website. This extension could also be beneficial for bloggers who focus on food and recipes, as well as catering companies wanting to showcase their menu options online.
The adoption of new gTLDs like .MENU contributes to the diversification of the internet landscape, helping businesses more accurately represent their brand identity online. konstantinoskomaitis writes in their article “New gTLDs are the new Y2K: .brands vs . generics” that while .COM and .ORG remain popular, the advent of new gTLDs has provided an opportunity for differentiation and specialization (komaitis.org, 2013).
It’s important to note that domain name registrations for .MENU are not restricted and are available to anyone interested in registering this domain. However, in line with ICANN policy, some domain names are reserved or restricted for legal and policy reasons (ICANN, 2021).
Respected domain name registrar Name.com notes that .MENU domain names carry a higher price than traditional .COM or .NET domains because they are industry-specific and offer a certain level of exclusivity (Name.com, 2021). Pricing can vary, so it’s best to consult a reputable domain registrar for the most current pricing details.
In conclusion, .MENU is a specialized TLD offering unique branding opportunities for businesses and individuals in the food and beverage industry. With this TLD, a website can directly reflect its business type in its very URL, offering a clear signpost to potential customers online.
Sources:
1. ICANN. (2021). Generic Top-Level Domains (gTLDs). https://www.icann.org/resources/pages/gtlds-1140-2012-02-25-en
2. Name.com. (2021). .MENU domain names. https://www.name.com/domains/menu
3. KonstantinosKomaitis.org. (2013). New gTLDs are the new Y2K: .brands vs . generics. http://www.konstantinoskomaitis.org/new-gtlds-are-the-new-y2k-brands-vs-generics/
