More than just a list of menu items, a well-crafted menuboard should communicate value, encourage customer loyalty, and enhance the overall dining experience.
In today’s ever-changing economic landscape, restaurant owners and foodservice operators face the challenge of providing value while maintaining profitability. Rising costs, changing consumer behaviors, and increasing competition demand a highly strategic approach to menu design. More than just a list of menu items, a well-crafted menuboard should communicate value, encourage customer loyalty, and enhance the overall dining experience. Here’s how to ensure your menuboard clearly communicates value in today’s economy.
1. Leverage Menu Engineering for Profitability
Menu engineering categorizes items based on popularity and profitability:
High Profit, High Popularity: Feature prominently.
Low Profit, High Popularity: Consider slight price increases or ingredient adjustments.
High Profit, Low Popularity: Reposition or rename to generate more interest.
Low Profit, Low Popularity: Consider removing or replacing.
2. Highlight Best-Selling and High-Margin Items
Directing customer attention to popular and profitable items enhances perceived and actual value.
Place high-margin items in the “hot spot” of your menuboard (where customers typically look first and most often). The “hot spot” location varies based on where customers place their order in relation to the menuboard. For example, if the primary order point is centered in relation to the menuboard, then that menuboard’s “hot spot” is dead-center.
Introduce limited-time offers or seasonal specials to create urgency and excitement.
3. Use Strategic Pricing Techniques
Pricing plays a crucial role in value perception. Customers don’t just look for the cheapest option; they seek justification for the cost.
Explore opportunities for regional pricing.
Conduct consumer research to determine each menu item’s perceived price/value.
Bundle items (e.g., “Meal Combos” or “Family Deals”) to create the perception of savings.
Offer portion sizes that allow for flexible spending, such as small entrees and side items.
4. Create Loyalty Incentives and Value-Added Promotions
Customers appreciate feeling rewarded for their loyalty, which can encourage repeat visits.
Implement a rewards program (e.g., “Buy 5, Get 1 Free” or points-based discounts).
Offer exclusive deals for repeat customers or members.
Initiate referral discounts (e.g., “Introduce a friend and get 10% off your meal.”)
5. Offer Value Beyond Price – Offer an Experience and Storytelling
Value is more than just cost; it’s about experience. Customers want to feel like they’re getting something unique or special.
Share the story behind your key menu items, their special ingredients, or craveable attributes.
Offer personalized touches such as suggested sides or drink pairings.
6. Provide Digital and Interactive Menu Options
Technology can enhance menu value perception by offering interactive features and convenience.
Implement AI-driven recommendation features that suggest items based on preferences.
Offer online pre-ordering linked to special menu deals.
Utilize self-ordering kiosks to improve on-premise ease and speed of ordering.
7. Prioritize Clarity and Readability
A clear and concise menuboard helps customers quickly understand their options and make confident choices. Cluttered or confusing menuboards can create decision fatigue, leading to frustration and lost sales.
To enhance readability:
Use simple, easy-to-read fonts.
Organize menu sections logically (e.g., appetizers, entreés, sides, desserts, beverages).
Limit the number of choices per category to avoid overwhelming guests.
Highlight key items with bold text, color differences, and other attention-getting design techniques.
8. Emphasize Quality Ingredients and Sourcing
Today, consumers are more mindful of what they eat and where their food comes from. Transparency about ingredient quality and sourcing adds perceived value.
Use descriptive language to highlight freshness, organic or locally sourced ingredients.
Mention any farm-to-table partnerships or sustainable practices.
Emphasize any dietary accommodations, such as gluten-free or vegan options.
9. Incorporate Descriptive Language to Enhance Perceived Value
How an item is described can influence a customer’s willingness to pay.
Instead of “Grilled Chicken Salad,” use “Fire-Grilled Chicken over Crisp Garden Greens.”
Use evocative words that appeal to the senses: “tender,” “succulent,” “house-made,” “artisan,” etc.
Name signature or proprietary dishes to create exclusivity, desirability, and differentiation.
10. Be Adaptable and Responsive to Economic and Consumer Trends
Finally, economic shifts require continuous adaptation. Monitor customer feedback and behavior, analyze sales data, and adjust your menu accordingly.
Introduce budget-friendly options if customer spending habits change.
Stay aware of competitors’ pricing and offerings to stay competitive.
Effectively communicating value through your menu isn’t just about lowering prices — it’s about enhancing the customer’s overall dining experience. By emphasizing quality, using strategic pricing, leveraging menu engineering, and adapting to economic and consumer trends, restaurants can maintain profitability while keeping customers satisfied. In today’s economy, a well-designed menuboard is a critical and powerful tool for conveying value, building trust, and fostering customer loyalty.
Tom Cook is a Principal of King-Casey. Established in 1953, King-Casey is a restaurant and foodservice business improvement firm. King-Casey provides strategic menu optimization advice and a range of services to help clients manage overall food and beverage offerings affecting their positioning, reputation, and business growth. For information, visit www.king-casey.com or contact Tom Cook at 203/571-1776 or email tcook@king-casey.com
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