Menu Communications is a two-phase process producing “Rapid ROI” that optimizes menuboards and hand-held menus and then uses zone merchandising principles to enhance Total Store Communications along the entire Path-to-Purchase (P2P).
Flowing from a solid Menu Strategy, Menu Communications generates “Rapid ROI” because it increases sales and profits quickly without substantial capital investment.
1.) Menuboard Enhancement: This phase includes developing the strategic content and physical design of the menuboard (and hand-held menus) to reflect the priorities of the Menu Strategy. In-store testing is then carried out in a number of locations over a several week period to validate the effectiveness of the new menuboards. Following this testing, the optimized menuboards (and menus) are rolled out across the system.
2.) Total Store Communications: This phase recognizes that menu communications extend beyond the menuboard itself to supportive messages in various zones within the restaurant. In each zone, customers have different needs and behaviors. Similarly, a brand will have different business objectives from one zone to another. Recognizing this, Total Store Communications develops strategically crafted menu messages from one zone to the next, as customers make their journey along the path to purchase. This totality of menu communications reflect both customer needs and the brand's business objectives.
Click on the above image to read about King-Casey's approach for optimizing menu communications.