1. can reflect business characteristics.
2. Be able to shape the brand
3. It can help enterprises improve their profitability.
So how can we make a good recipe?
First of all, talk about the importance of planning. A good menu is an organic combination of photography, typesetting, design, printing and decoration, and the spirit of planning runs through it. Good planning is like a thread, which connects several pearls such as photography, typesetting and design to form a whole and create aesthetic feeling visually. More importantly, through these purposeful and consistent photography, typesetting and design, mistakes in transmission links of various departments can be reduced. Finally, the purpose of improving the click-through rate of dishes, increasing turnover and even changing the business direction is achieved.
Every link of a good menu should reflect the plan. In addition to photography, it can better reflect the value of recipes, and what is prepared for marketing is typesetting and design planning. Generally speaking, when designing a recipe, the content of the recipe includes the following elements: 1. A written introduction to the restaurant or its dishes; 2. the name of the dish; 3. Vegetable price.
Text introduction: From the planning point of view, because the time for guests to read the menu is very short, the restaurant should also save the time for guests to read the menu and improve the turnover rate, so the introduction of the store in the menu should be concise, the number of words should be controlled within 300 words, and the reading time is about 1 minute. Introduction is mainly to help customers understand the operating characteristics, positioning, culture or create a specific cultural atmosphere of the restaurant, which should be small but precise. The introduction of special dishes also follows the above principles, but the difference is that more information about the origin of the raw materials of special dishes is given (at present, in order to cater to the public's pursuit of green health, businesses are highlighting the origin of raw materials, or highlighting green pollution-free, or highlighting rare features), taste and nutritional value, or highlighting the identity and ability of chefs (family origin, learning from famous teachers, award-winning experience, etc.). ).
Name of the dish: The name of the dish should also reflect the planning. In principle, the name of the dish should reflect the raw materials, practices or tastes of the dish, such as diced chicken with pepper, which not only reflects the raw materials: diced chicken and pepper, but also reflects the taste and spicy taste of the dish. Digging deeper, the names of dishes should also highlight their historical origins, such as Genghis Khan's feat of roasting whole sheep and highlighting the origin of dishes. Everyone is familiar with kung pao chicken, in which Bao Gong is a position.
However, it should be noted that in order to please customers, grandstanding and profiteering, many operators package many very ordinary dishes in a mysterious way to deceive and deceive customers. The names of some restaurants are far-fetched, which makes customers dizzy. There have been such dishes as "relationship between men and women", "nudity", "hooking up" and "merry widow". It was discovered at the dinner table that "love between men and women" is a man and a woman with two river crabs, "naked" is roast chicken, and then "hooking up" turned out to be bean sprouts fried with bean sprouts. Eating is eating, and rhetoric is too flowery and tasteless, which is really undesirable.
In addition, the names of dishes should cater to people's psychological needs, and the click rate of a dish varies greatly with different names. For example, Xiangjiang Restaurant in Shenzhen has launched a famous dish "Chai Ba Chicken", but the customer click-through rate has not been high. After the operator changed the name of the dish to "Bao Cai Ji", it became one of the dishes with the most hits. Similarly, there are special atmosphere menus such as birthday banquets and wedding banquets. You can choose birthday celebrations and dishes with rich contents. For example, the dish made of pumpkin and pheasant can be named "Longevity is better than Nanshan", which can achieve the effect of affection, courtesy and meaning. For some dishes that can't reflect the raw materials, it is best to mark the names of the raw materials below them.
Vegetable price: Vegetable price should be priced according to the psychological needs of target customers. When setting vegetable prices, besides the traditional integer pricing method, decimal pricing method should be used as far as possible. If the original price 15 yuan can be set as 15.8 yuan, the advantage of decimal pricing method is that customers can accept the price unintentionally and increase the gross profit margin. In addition, the last few cents can be erased when checking out, and customers can think that they have got a discount.
Many customers think that the more pictures the dishes are, the better when designing recipes, so as to look exquisite and elegant. Actually, this is a misunderstanding. More pictures will increase the shooting cost of enterprises; Second, more pictures on the menu will increase the number of pages; Printing more pages will also increase the cost; The most important thing is that after all the dishes have pictures, there is no focus and it is difficult for consumers to choose. Therefore, it is not that the more pictures on the menu, the better, but that the key points are clearly defined through proper arrangement and combination.
For restaurants targeted at working-class consumption, we should put the dishes with attractive prices and tastes in front of the menu, so that they can have a psychological feeling of good quality and low price. Specifically, some common dishes, such as fish-flavored shredded pork and boiled fish, can be put on the menu at a price slightly lower than the market. For restaurants that are positioned as business banquets, high-grade dishes with their own characteristics and grades should be placed at the front of the menu to cater to the purpose of business banquets. If it is a special restaurant, its special dishes should be arranged at the front, which is helpful for customers to understand the characteristics of the restaurant.
Restaurant dishes can generally be divided into: special dishes or special dishes (generally with high gross profit margin or large contribution rate), common or popular dishes on the market (such as fish-flavored shredded pork, boiled fish, spicy crab, etc.). ), and other dishes.
After analyzing the profits of these kinds of dishes for restaurants, we think that in typesetting and design, we should focus on the graphics and texts of special or famous dishes, and use amplification, close-up and foil to highlight their appearance and attract customers to choose points. Text can be accompanied by a short and vivid introduction to increase the number of clicks. For other dishes, the pictures and texts should be arranged in order of importance, but the proportion of pictures and texts should not be greater than that of special dishes. For common dishes, the menu should also be reflected, but not with pictures, because the prices of common dishes are transparent, the gross profit margin does not contribute much, and it is not the mainstay of restaurants (except home cooking), so it should be weakened.
From a business point of view, the more majors, the better. Taking Beijing as an example, Wanjia Yuhuo Restaurant has accumulated 400 to 500 kinds of dishes a year, which has made Wanjia Yuhuo's big menu today, involving Hunan cuisine, Guangdong cuisine, Hubei cuisine, Chaozhou cuisine and Beijing cuisine. It can be said that the kitchen department has done a lot of work and formed a relatively thick family background for the restaurant. But there is also a problem here. Among the more than 400 kinds of dishes, how many are specialties? Let's count the customers and employees in the restaurant. I'm afraid there are really not many.
The so-called special dishes should have three meanings. First of all, chefs can design and make them carefully. Second, it has good color and fragrance, high hit rate and good appetite for customers. Third, enterprises can make profits. Only when the three are indispensable can it be called a special dish. In particular, customers have to recognize it every time and go back to eat. If the mountain is not high, there is a fairy, and if the water is not deep, there is a dragon. A restaurant with 50 fine dishes is enough, and the rest can be kept properly. Even if 180 special dishes are removed, the reputation of the restaurant will jingle.
Finally, talking about drinks, we found that many restaurants put drinks on the last page and only gave one page to show. Actually this is very wrong. As we know, the highest gross profit in restaurants is drinks, so whether it's home cooking or business banquets, we should arrange the drinks list, especially the special drinks in some special restaurants, such as sake, rice wine and Mongolian koumiss, which should be highlighted with exquisite pictures to improve the click-through rate and increase profits.