How To Design Your Menu For Maximum Profit
Having an exquisite palette, unique recipes, superior customer service, and quality ingredients come at a high price. Even if you boast the best ramen in town and you’re armed with a 4.5 Zomato review, will your diners shell out big bucks for a bowl?
Maybe. To increase your odds, ensure that your menu’s design is optimised for maximum profits. Menu engineering is the study of the profitability and popularity of menu items and how these two factors influence the placement of these items on a menu, as defined by Menu Cover Depot. Menu engineering is as much as an art (marketing) as it is a science (psychology).
Check out five ways you can redesign your menu to boost profits:
Highlight your most profitable menu items with an image. Diners scan, not read, menus. In fact, Gallop Poll reported that the average person spends 109 seconds browsing a menu before ordering. Highlighting specific dishes with images will draw diners to the dish and visually connect them with their order.
Thus, imagery not just acts as a cue for diners to look at that item but elevates the customers’ experience with an additional sensory incentive, discouraging price sensitivity.
Price anchoring is placing your highest priced menu item near standard options. If your menu is sectioned off by courses, each course would include an inflated priced menu item, making the other options look like a bargain in comparison. Anchoring your prices, lets you determine the value of your dishes you want to sell the most of.
Less Is More
The fewer options your menu has, the more opportunity you have to be price-savvy. If you’re offering a book of menu items, it’ll be much more difficult to use design, spacing, and visuals to engineer maximum profits.
Not to mention, fewer menu options means less inventory and reduced waste costs.
Drop The Dollar $ign
A simple suggestion boils down to simple psychology. Diners connect dollar signs with real money. A study by Cornell University reported that even “twenty dollars” spelled out led diners to spend more, ridding the strong correlation between the dollar sign ($) with spending money.
Embellish your dish descriptions. Be evocative, not braggadocious. Claiming the self-proclaimed title of “world’s best ramen” won’t fool your diners. Instead, make the ingredients sound special and harness the power of nostalgia. For example, “locally-raised eggs and herbs picked from our chef’s very own backyard.” Since every dish profits at different rates, for greater success, write longer descriptions for your most profitable dishes.
Manage your engineered menu with a Revel Point of Sale. Whether it’s a new season or your menu needs a refresh, easily customise the back-end to reflect a changing menu. To take a deeper dive into menu building, check out this article for more.
Are your paper menus costly? Ruined in seconds by a water spill? Digitise your restaurant and provide a deeper level of interaction with Digital Menu Boards. What holds true on paper, can be replicated digitally on dazzling Samsung Smart HDTVs. Our digital signage software interacts directly with your Point of Sale for centralised management and the ability to make changes in real-time. Once your menu is in place, how is it performing? With Intelligent Reporting, track how much you’re selling, how much your customers are paying, and how much you’re spending.