SQL doesn't like you to use functions in an order by clause. Try something like this:
select id, item_name, linkto, len(item_name) as NameLen from menu_options order by NameLen
Note: I used the 'len' function because I tested this on MS SQL and it doesn't like 'length'. The other database I have (Oracle) uses 'length'. I don't know which is correct for mySQL.