the restaurant dining chairs in any eatery is no easy task. Instead of just
focusing on great food, restaurateurs have to worry about marketing,
promotions, checking inventory and a variety of other hassles. One thing that
many of these culinary entrepreneurs don't consider, though, is menu design.
This might seem like something that's not important. After all, some
establishments have plain white menus with items listed in black and white.
Without focusing on menu design, however, an eatery could be losing money.
Matters with Menu Design
one thing that decides whether a restaurant survives or not is profitability,
and to achieve this, it's necessary to have each patron spend as much as
possible. While there are a variety of ways to accomplish this, menu design is
one of the most important. Slight variations or psychological cues can
subconsciously influence a restaurant booth dweller to spend more. In fact,
just about everything related to the design matters.
nuances on a menu could bring in higher profits? Color, for one. The color
green makes people think of freshness, and the color orange ramps up their
appetite. How about making people spend more even if they aren't thinking
“fresh” or “I'm starving”? Well, studies have shown that removing dollar signs
from menus makes patrons spend more. When it comes to squeezing more profit
from the occupants of restaurant dining chairs, literally every aspect of the
Want to Feel Like They're Getting a Deal
food often demands a higher price, but there are some consumers out there who
will simply overlook greatness if they aren't getting a deal. While removing
dollar signs from the menu can get patrons' minds off of money, there's no harm
in going the extra step. In fact, the ticket average at every bar table could
go up simply by planting a decoy.
is a decoy? It's a food item on the menu with a relatively high price. This
item should be placed near the top of the menu, so it's the first thing
consumers view. Once they make their way down the menu and see lower prices,
they'll feel as if they're getting a deal. Additionally, having a few high-priced
items on the menu gives the impression of high-quality food.
Are Marketing's Last Stand
someone sits down in a restaurant dining chair, some form of that eatery's
marketing paid off. Whether it was increasing word of mouth or running a
sponsored ad on Facebook, something worked. This might seem like the end of the
battle, but there's still one marketing tool left in the game: the menu. In
fact, it's the last chance a restaurant has at increasing their profit.
a customer just thought of getting a chicken dinner, but if the menu is ordered
sequentially, with appetizers first, entrees next and dessert and drinks last,
people are more likely to engage in the full dining experience. Is there one
alcoholic beverage that's the pride and joy of the place? Showcase it in
vibrant colors “decked to the nines.” The menu is as much a marketing tool as
email and SEO.
Getting each restaurant dining chair full on any
given night is the first battle, but keeping those patrons coming back is a
close second. By focusing on menu design, an eatery can do just that. The menu
can do everything from making someone think they got a deal to influencing them
to buy a high-priced item. In the end, science proves that this extra effort