Of the many challenges restaurants face in a growing competitive market
place, the need to identify and maximize your opportunities to increase
revenues must receive a high priority. As you will see below, many times
you needn’t look any further than your own menu layout for some of those
Point Justification. Put
the menu items price at the end of each menu item description to
reduce price shopping by diners. This
technique will move the menu item price around the menu making it
harder to shop.
most often buy the first or last item in each category. Place your
menu items with the highest gross profit in these spots on the menu.
not list your menu items in order of lowest price menu item to
highest price menu item.
(or basically any clever method to draw attention to) a menu item
can increase that items’ sales 10% to 15%. Box one out of every
7-10 menu items in each menu category.
a three-page layout, people most often look to the center page
first, and then move counter clockwise. On two page layouts, people
most often look at the top right hand side first. Consider placing
the highest profit sections of your menu in these areas.
Symbols and Icons. Stars,
hearts and food symbol icons draw a diner’s attention. Use this
technique to increase sales of the menu items you’d prefer to
the Hyperbole. Studies
show that less than one-third of the menu is actually read so keep
the food descriptions short and use powerful adjectives in the
descriptions vs. a list of ingredients. (Fresh, slow roasted,
piled high, thick, perfection, smothered, dripping, flavorful,
homemade, tasty, delicious, to die for, specially seasoned, hand
picked, crispy, juicy, etc.)
food items and/or menu categories using headings such as Baked
Fresh, House Specialties, Comfort Foods, Dishes that made us Famous,
Sweet Street, Angus Ranch, Appiteasers, Mom’s Favorites, Mean
& Lean Greens, Why do aliens visit our Planet?...
our Sandwiches, vs. the standard Appetizers, Desserts,
Seafood, Entrees etc.
the $ Symbols.
remind diner’s they are spending money, remove the $$.
Menu Item Pricing to 99.
end a menu items price with 5 or 0. Four
cents won’t scare diners away. Every 100,000 items you sell,
generates $4,000 in additional revenue.
on your servers to mention upgrade opportunities. Print upgrades on
the menu. IE: Make it a club for 1, garlic mashed 2.99, top it off
with fresh mushrooms for only 1.99, SUB Onion Rings, Sweet Fries for
only 1.99, make it a basket for 1.99 etc.
column pricing. IE:
All wrap sandwiches are 7.99. The cost of these items varies, their
prices should vary. If
priced the same, guests will start to think “value” and are more
likely to choose what they perceive as their best value when all the
wraps are 7.99. Understand, your guests best value is your smallest
profit margin. Don’t encourage this scenario by pricing all your
items the same… move that price up and down.
a Daily Features insert that creates a sense of “You can only get
it here”. Menu inserts offer opportunities for servers to engage
diners in conversation. Inserts can also be an effective way to try
new menu items that you are considering adding to the regular menu.
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