A great way to increase the likelihood of a customer taking the desired action is to draw their attention to that action. For instance, if they are reading a paragraph on the page, the last sentence of that paragraph could say "Click the button below to check out our menu".

Additionally, utilizing color, whitespace, and images can drastically increase the effectiveness of call-to-actions on your page.

Unbounce, a company entirely devoted to creating web pages that win business, has a timeless blog post about creating great call-to-action buttons.