The menu is one of the first places guests look at when they enter the restaurant doors. The menu includes information about the restaurant and helps guests decide what to order. If the restaurant is savvy in their approach, the menu can be a strategic marketing tool that will go a long way in creating value for the business and the customer.
“Today’s menus are an important part of the meal for both the guests and restaurateurs, and understanding which items are most profitable, which ones bring people back and how to capitalize on them can help boosts sales,” says Chicago research firm Food Genius. “You put a menu into the hands of every guest who visits your restaurant, every time they come in. That menu should be a workhorse for you.”
Menus should include detailed, vibrant descriptions that will generate excitement and tempt diners to open their wallets. According to a study by the Cornell Food and Brand Lab, consumers are 27 percent more likely to choose a descriptive menu item rather than a normally labeled item. What’s more, these same guests also said they were willing to pay almost 10 percent more for menu items with descriptions.
So how does your menu stack up? Is it informative or creative and does it entice the customer to buy? If your menu is lacking, then now is the time to revamp and redo. Don’t be afraid to embellish or tout the great aspects of what your restaurant has to offer. Having the right menu will increase overall sales, repeat business and the smiles of happy customers.