diff --git a/menuinst/platforms/win.py b/menuinst/platforms/win.py
index a08833ea..88d3526e 100644
--- a/menuinst/platforms/win.py
+++ b/menuinst/platforms/win.py
@@ -49,7 +49,7 @@ def start_menu_location(self) -> Path:
         In this property we only report the path to the Start menu.
         For other menus, check their respective properties.
         """
-        return Path(windows_folder_path(self.mode, False, "start")) / self.name
+        return Path(windows_folder_path(self.mode, False, "start")) / self.render(self.name)
 
     @property
     def quick_launch_location(self) -> Path:
diff --git a/news/175-render-menu-name b/news/175-render-menu-name
new file mode 100644
index 00000000..55408ed6
--- /dev/null
+++ b/news/175-render-menu-name
@@ -0,0 +1,19 @@
+### Enhancements
+
+* <news item>
+
+### Bug fixes
+
+* Render placeholders in `menu_name` key. (#175)
+
+### Deprecations
+
+* <news item>
+
+### Docs
+
+* <news item>
+
+### Other
+
+* <news item>
diff --git a/tests/data/jsons/sys-prefix.json b/tests/data/jsons/sys-prefix.json
index c42d2ae7..f44c1bf0 100644
--- a/tests/data/jsons/sys-prefix.json
+++ b/tests/data/jsons/sys-prefix.json
@@ -1,7 +1,7 @@
 {
     "$schema": "https://json-schema.org/draft-07/schema",
     "$id": "https://schemas.conda.io/menuinst-1.schema.json",
-    "menu_name": "Sys.Prefix",
+    "menu_name": "Sys.Prefix {{ DISTRIBUTION_NAME }}",
     "menu_items": [
         {
             "name": "Sys.Prefix",
diff --git a/tests/test_api.py b/tests/test_api.py
index fb95cf53..9e43418e 100644
--- a/tests/test_api.py
+++ b/tests/test_api.py
@@ -135,13 +135,28 @@ def check_output_from_shortcut(
     if expected_output is not None:
         assert output.strip() == expected_output
 
-    return abs_json_path, paths, output
+    return abs_json_path, paths, tmp_base_path, output
 
 
 def test_install_prefix(delete_files):
     check_output_from_shortcut(delete_files, "sys-prefix.json", expected_output=sys.prefix)
 
 
+@pytest.mark.skipif(PLATFORM != "win", reason="Windows only")
+def test_placeholders_in_menu_name(delete_files):
+    _, paths, tmp_base_path, _ = check_output_from_shortcut(
+        delete_files,
+        "sys-prefix.json",
+        expected_output=sys.prefix,
+    )
+    for path in paths:
+        if path.suffix == ".lnk" and "Start Menu" in path.parts:
+            assert path.parent.name == f"Sys.Prefix {Path(tmp_base_path).name}"
+            break
+    else:
+        raise AssertionError("Didn't find Start Menu")
+
+
 def test_precommands(delete_files):
     check_output_from_shortcut(
         delete_files, "precommands.json", expected_output="rhododendron and bees"
@@ -150,7 +165,7 @@ def test_precommands(delete_files):
 
 @pytest.mark.skipif(PLATFORM != "osx", reason="macOS only")
 def test_entitlements(delete_files):
-    json_path, paths, _ = check_output_from_shortcut(
+    json_path, paths, *_ = check_output_from_shortcut(
         delete_files, "entitlements.json", remove_after=False, expected_output="entitlements"
     )
     # verify signature
@@ -182,7 +197,7 @@ def test_entitlements(delete_files):
 
 @pytest.mark.skipif(PLATFORM != "osx", reason="macOS only")
 def test_no_entitlements_no_signature(delete_files):
-    json_path, paths, _ = check_output_from_shortcut(
+    json_path, paths, *_ = check_output_from_shortcut(
         delete_files, "sys-prefix.json", remove_after=False, expected_output=sys.prefix
     )
     app_dir = next(p for p in paths if p.name.endswith(".app"))
@@ -198,7 +213,7 @@ def test_no_entitlements_no_signature(delete_files):
 
 @pytest.mark.skipif(PLATFORM != "osx", reason="macOS only")
 def test_info_plist(delete_files):
-    json_path, paths, _ = check_output_from_shortcut(
+    json_path, paths, *_ = check_output_from_shortcut(
         delete_files, "entitlements.json", remove_after=False, expected_output="entitlements"
     )
     app_dir = next(p for p in paths if p.name.endswith(".app"))
@@ -217,7 +232,7 @@ def test_info_plist(delete_files):
 
 @pytest.mark.skipif(PLATFORM != "osx", reason="macOS only")
 def test_osx_symlinks(delete_files):
-    json_path, paths, output = check_output_from_shortcut(
+    json_path, paths, _, output = check_output_from_shortcut(
         delete_files, "osx_symlinks.json", remove_after=False
     )
     app_dir = next(p for p in paths if p.name.endswith(".app"))