The menu is definitely not just an ordering tool, behind it is more reflective of the boss's business ideas. For the menu, menu planner Mr. Wang Xiaobai summarized three very concise words: the menu is a store's profit model, the menu is a store's silent sales, the menu is a store's brand expression.
A good menu, for the restaurant, can reduce costs and increase efficiency, think about it, if 80% of the customers order dishes concentrated in 20%, the operational efficiency is not much higher. Purchasing, food preparation, loss and other aspects will be greatly optimized, and this can be through the change of operational thinking, and finally reflected in the menu.
For customers, a good menu, even if it is the first time into the store, point up is very easy, know what is good, what can be ordered, how to match, improve satisfaction.
Two days ago, I saw a picture of three menu iterations of a store, you can first summarize what has changed.
1 added the slogan, "I've been making this bowl of noodles for eighteen years," which is a strong statement of trust. The previous "make yourself extraordinary" is purely the boss's YY, standing in the reverie of the internal thinking of the self, without any value.
2 Increased space for signature dishes. The increase in space, on the one hand, is focused, clear, on the other hand, will also increase the order rate, which is for us to stock, and operational efficiency is a great help.
I know a drink store, their signature is roasted fairy grass, this product order rate can reach more than 40%. Basically, when you talk about roasted fairy grass in tea drinks, you will think of their house, which from a positioning point of view, is to occupy the customer's mind.
Every store should have a signature dish, and we should strive to improve the order rate of the signature dish, so as to form customer awareness, occupation of the consumer's mind, and further let the customer think of eating a certain dish to think of our home.
3 From the visual design point of view, the colors of the third menu are mainly red and white, which looks more fashionable and simple and generous, which will also increase the sense of value of the brand.
4 Increased membership pricing, which is good for locking in customers. Speaking of which, one more thing, many bosses complain that once the event is over, customers don't come, and then they say that customers are greedy for cheap. If the customer is greedy for cheap is the fact, we have to how to make the activity effect is better, is to think of ways to lock customers, such as 50% off and eat a hundred to send a hundred, which effect is better. Of course it is the latter, because it will lock his next consumption.
Never complain to consumers or hope for their mercy. What we need to do is to gain insight into consumer psychology, and then respond accordingly!
5 You can compare the price changes of the signature dishes. The second one puts the set meal at the top, so that, although it will increase the unit price, but this at the same time will give consumers a psychological impression: it is this store is not cost-effective! The owner obviously found this problem, so in the third menu to adjust the price over, but also through the increase in the membership price to further enhance the cost-effective, and finally through other small dishes, set meals to enhance the price per customer.
For a fast food restaurant, this is the correct distribution of price logic, the front of the low-priced attraction products, to give a sense of cost-effective, the first to introduce the guests into the store before, and then through the collocation of other products; to improve profits.
These changes among the menu are a reflection of a store owner's business ideas, and consumer insight. We now often talk about refined operation, what is refined operation? It is to strive for excellence in every aspect, if you can be a little better than the competition in every aspect, the final stack is a considerable advantage!
And these small improvements are what we can and should do on a daily basis, unfortunately many people are blind to this.