King-Casey created an optimized menuboard that is a “revolutionary” change versus the previous design from an organization, layout, look and feel and copy standpoint.
King-Casey worked with Subway to improve in-store communication of its “Eat Fresh” positioning and increase sales of its combo meals. King-Casey created a distinctive brand identity for Subway’s Fresh Value meals and by applying our COZI® strategy, we were able to clearly understand the Subway customer’s behavior and thinking to develop a new menuboard and merchandising system with strategically sequenced messaging that significantly sped up the ordering time and increasing check average size.
For this client we identified a significant navigation issue with the current board and recommended a more logical and user-friendly order process.
This project involved an analysis and re-design of both the interior and exterior menuboards. The objective was to increase sales of their high-margin baskets (combos) as well as their high-margin side items (such as salads and cheese curds). The results were as follows: • Overall sales up 13% • Variety Basket increases of 12% • Soft drinks up 9% • Premium sides increases – cheese curds up 143%, salads up 111%
For this regional C-Store concept, King-Casey optimized Dodge's menu and menuboard strategies to dramatically increase the brands food sales, as follows: • Total sales are up by double digits • Chicken sales have increased by double digits • “Fast food" sales (corn dogs, pizza, burritos, etc.) have increased dramatically. • Fountain drinks incidence increased significantly
We have undertaken many projects with Dunkin Donuts over the years. We recently completed a comprehensive menuboard and merchandising strategy and store design enhancement project for this client. King-Casey conducted an audit and assessment of their current store designs and menuboards (both interior and drive-thru) and conducted an in-depth COZI® analysis of merchandising and communications strategies.
King-Casey has delivered many menuboard optimization projects for McDonald's over the last two decades, including this menu concept for a prototype store design.
Menuboard Hot Spots
King-Casey uses a "scientific" approach to menu optimization. In this example, we see the typical "hot spots" of an interior and exterior menuboard -- that is, where customers look first. Best-selling highest margin offerings should be placed in these hot spots. Just one of ten critical strategies we explore when optimizing a client's menuboard communications.
For more than a quarter of a century, King-Casey has been helping leading QSR and Fast Casual brands increase sales and profits by dramatically improving their menuboard strategies and designs. Strategically sound menuboard optimization generates significant returns on investment. We routinely see sales increases of 5-10% for key products and categories. Optimized menuboards can also shave precious seconds off the order process speeding thru-put and boosting customer satisfaction and loyalty.
The menuboard is your number one sales tool. A strategically designed menuboard persuades and helps customers decide what to order. Research shows that 56% of customers can be influenced by the menuboard. 74% of customers say that an easy-to-read menuboard is their top priority. In a recent discussion with a CEO of a QSR chain, he commented that, “menuboard optimization is one of the best investments my company can make. It far exceeds almost any other strategy I could pursue to increase profits”.
COZI® is an acronym for Customer Operating Zone Improvement. It’s King-Casey’s exclusive analytical process for improving how you present your brand to customers to create a better customer experience. By understanding how customers use an environment, we create innovative, customer-centric store design, branding, communications and merchandising strategies. The resulting solutions better meet customers’ needs, improve their experience with your brand, and blow away the competition. Learn more here.
Click on the image (left) for a free copy of our King-Casey Report on menu strategies.
Click on the image (left) for a free copy of our King-Casey Report on the seven absolutes of menu design.