Focus on the Outcomes
In a recent issue of Restaurant News, there was an interesting article by Jim Sullivan (Professional speaker and author) on ten things that won’t change in 2018. One of his items was to focus on the outcomes. This caught our attention, as a custom menu provider, since we realize the importance of menu design in driving positive results.
Definition of crazy
Someone once said the definition of crazy was doing the same thing over and over, yet expecting a different outcome. The same can be said for menus. Even if your menu offering does not change often, updating old menus can improve sales and profitability. Worn out menus lose their durability. Edges can become rough and damaged giving off a poor professional image. “If the menus look like this, I wonder what the kitchen looks like?” Paper menus can be especially susceptible to stains and damage. Menus printed on synthetic material may look durable, however, often the ink (or toner if there were printed digitally) can rub off with cleaning and regular use. Laminated menus provide durability and protection of the printing and graphics.
Color and graphics
The feel of a menu can send a message, however, so can the printing. Menus with few product images, or images that are just poor representations of the food, can impact the clients purchase. Often menus lack good descriptions of the meal. Recent studies have shown that using accurate descriptions that may include “locally grown”, “organic” or “free from” various additives can boost sales. The old story that a picture is worth a thousand words is true, especially when the customer is hungry and the menu has high resolution images of great meals.
This may sound like an obvious point; however, safety can never be too important. Setting up tracking processes for monitoring employee safety can help protect your team and your customers. Just like training your team for superior customer service, they should be trained in safety procedures. This not only protect the staff and patrons, it can also protect your company value. Safety can cover food preparation, table cleanliness and even the use of anti-microbial lamination on your food and bar menus to reduce the growth of bacteria.
Location, location, location
In the earliest days of marketing, the old adage was location, location, location. At that time the reference was to a stores physical location. However, the same is true for positioning of your meal offerings on your menu. Menu optimization is a process where we take your highest profit items and position them in areas that generate the best views of customers. A combination of description, high color graphic and positioning can increase sales and profits.
MenuWorks® was founded in 1994 with the mission of providing independent restaurant owners with affordably priced menus that were creative in design and unique in construction. Today, we offer a full turn-key experience that is unique to the market that can assist with all your menu & restaurant marketing needs. Our customer base now includes independent restaurant operators, multi-unit & franchise restaurant groups, hotel properties, and ad agencies located in the US, Canada, Mexico, Latin America, Central America, South America, and the Caribbean. From building and developing your brand, to maximizing menu profits, our team of consultants is here to help. Call us at 864-877-7007 today!