Is your menu causing you to lose money?

Over 90% of all menus, believe it or not, leave money on the table for various reasons. In reality, based on my experience with restaurants over the last 20 years, the quantitative impact of this loss varies from $.25 to $1.50 for every meal provided. Based on the number of meals served in most restaurant chains, this amounts to a significant amount of money lost! To find out about Noma Restaurant Menu, click here

The list below outlines the top 10 reasons that lead to this massive loss of revenue. Use this checklist to see how your menu measures up.

1. Is the menu primarily focused on creativity?
Is the appearance of the menu the most critical aspect when updating it? (design, size, format, color, etc.) If the answer is yes, your menu will almost certainly lose money.

Is it more vital to initially create a well-thought-out merchandising and marketing strategy for the menu? After this plan has been defined, the adjective "creative" should be utilized to support it.

2. Is the menu representative of the people? Do all product names and descriptions have the same appeal? A product "continuum of the appeal" that mirrors what we want or need to market is required to be most effective. While all items may taste nice, some must be conveyed as more desired. Put another way, the things we want or need to sell should sound better than those we don't.

3. Is there a clear priority for what you want to market connected to question #2? We, humans, can only digest a certain amount of information, and because most consumers don't want to waste time figuring out the menu, it's vital to figure out precisely what you want or needs to sell. In truth, all items should be ranked in order of preference, from most favored to least liked.

4. Do you consider the menu to be real estate? In reality, the menu is an essential piece of real estate since it generates the vast majority of the company's sales and earnings. A critical component of the menu strategy is allocating appropriate real estate units to the different tenants (i.e., items) on the menu. Significant tenants get better sites, while less critical renters get worse.

5. It's astonishing that most menus don't address the most fundamental inquiries that visitors have:

- What is truly excellent?

- What are the restaurant's specialties?

- What do I need to order right now?

How well does your menu address these concerns?

6. Can the guests swiftly read and absorb the menu's content? Or is it challenging to browse the menu because it includes too much information, is overwhelming, unclear, or even overstimulating? Because of the inherent processing and time constraints stated above, the menu should assist the guest in comprehending its material rather than complicating it.

7. How concentrated is the menu? Are the most significant categories and goods highlighted? An excellent approach to comprehending this concept is to imagine the menu as having a tour guide integrated into it. When the menu has a defined beginning point, the tour guide takes the reader through the menu in a precise and strategic evaluation. Without a tour guide, the reader will undoubtedly become disoriented and struggle to appreciate your restaurant's/menu's most distinctive features/products.

8. Do you imitate your competitors? There are risks associated with this technique, whether the type or style of the menu, design aspects, or even items and retailing. Remember when I said that 90% of all menus had issues? Why, would you replicate other menus when they have a high chance of being "wrong"? Instead of copying someone else's plan, you might benefit more by establishing one that represents your restaurant's originality.

9. Examine the following general guidelines to determine if they apply to your restaurant:

-Do entrée specials account for at least 20% of the entrée menu mix if you sell them?

-Do 20% of your customers order an appetizer or dessert in addition to their meal?

If you answered no to either question, your menu fell short.

Please remember that these requirements apply to casual and dining house eateries. The percentages should be significantly greater for higher-priced proposals.

Finally, how are items listed inside their respective categories in single, two, or even three columns? "Primacy" and "recency" are psychological ideas that state that individuals understand information best when they see it first or last. When utilizing single columns, these ideas work well. Using many columns reduced the possibility of anticipating and influencing the information the guest is processing.

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Created on Mar 25th 2023 03:49. Viewed 37 times.

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