The menu is not only a tool for ordering food, but also reflects the boss's business philosophy. For the menu, Mr. Wang, the menu planner, summed up three very concise sentences: the menu is the profit model of a store, the menu is the silent sales of a store, and the menu is the brand expression of a store.
A good menu can reduce costs and improve efficiency for restaurants. Think about it, if 80% customers order 20% dishes, will the operational efficiency be improved a lot? Procurement, food preparation, loss and other aspects will be greatly optimized, which can be reflected in the menu through the change of operational ideas.
For customers, a good menu, even if it is the first time to enter the store, is very easy to know what is good, what can be ordered, how to match it, and improve satisfaction.
Two days ago, I saw an iterative diagram of three menus in a store. You can sum up the changes first.
1 added the slogan "I have cooked this bowl of noodles for eighteen years", which is a strong letter of trust. The previous "let yourself be different" is purely the boss's YY, standing in the reverie of self-internal thinking, it is worthless.
2. Increase the space occupied by signature dishes. The increase of layout, on the one hand, is clear about the key points, on the other hand, it will also increase the order rate, which is of great help to improve our stocking and operational efficiency.
I know a drink shop whose signboard is Xiancao, and the order rate of this product can reach over 40%. Basically, when it comes to tea, you will think of their home. From the perspective of positioning, it is to occupy the minds of customers.
Every store should have signature dishes, and strive to improve the order rate of signature dishes, thus forming customer cognition, occupying consumers' minds, and further making customers think of our home when they think of eating a certain dish.
From the visual design point of view, the color of the third menu is mainly red and white, which looks more fashionable, concise and generous, and will also increase the brand's sense of value.
4. Increasing the membership price will help lock in customers. Speaking of this, many bosses complain that customers will not come as soon as the activity is over, and then say that customers are greedy for petty gain. If it is a fact that customers are greedy for petty gains, how can we make the activities more effective? That is to say, we must find ways to lock in customers, such as 50% off food or 100% free, which is better? The latter, of course, because it will lock in his next consumption.
Never complain to consumers and don't expect them to be kind. What we have to do is to gain insight into consumers' psychology and then make corresponding countermeasures accordingly!
You can compare the price changes of signature dishes. The second one is to put the set meal in front, which will increase the unit price of customers, but at the same time it will give consumers a psychological impression that this store is not cost-effective! The boss obviously found this problem, so he adjusted the price on the third menu, further improved the cost performance by raising the membership price, and finally increased the guest unit price through other side dishes and packages.
For a fast food restaurant, this is the correct allocation logic of prices. The low-cost drainage products in front give people a feeling of high cost performance. Introduce guests into the store first, and then mix them with other products; To increase profits.
These menu changes all reflect a store's business philosophy and insight into consumers. What we often say now is refined operation. What is refined operation? Is to strive for perfection in every link, if you can be a little better than your opponent in every link, the final superposition is a considerable advantage!
These small improvements are something we can and should do every day. Unfortunately, many people turn a blind eye to them.