In March, we held a live chat in the PMQ Think Tank forum about Menu Design with Josh Davis from Mail Shark. Attendees asked questions about item placement, pricing, etc. Here I'll share five of the main tips to help you assess your most profitable menu items.
5 Tips For Profitable Menu Design from Mail Shark's Josh Davis
Traditionally, appetizers typically start out a menu from left and then
move to the right. However, it should not be a one size fits all
strategy. Because consumers don’t read a menu like a novel, they scan
through it. Use proven eye scanning patterns to strategically place your
highest grossing items and other key items.
2. Add mouth-watering descriptions to key items instead of just listing the ingredients. Use photos sparingly; less is more.
Remove the $ signs from the menu. This has some evidence behind it.
Menus that have $ sign symbols will yield lower spending than those that
4. The way prices are listed is very important. Many
pizza menus that we see still list all of the prices from lowest to
highest and aligned to the right of the column leading with “……..” This
allows the customer to scan right down the column and find the cheapest
item. It also puts too much emphasis on price. By discreetly moving the
price of an item, it allows guests to purchase what they want instead of
purchasing based on price. Have prices discreetly tagged on at the end
of each item's description with two spaces in between the period in the
description and the price.
5. Where an item is placed in a
category does matter. Consider placing the three items you want to sell
most first, second and last within each category. Place the lower profit
items in the middle or center positions. This is known as the serial
positions effect. Studies show that when presented with a list of words
you tend to remember the first few words (the primacy effect) and the
last few words (the recency effect). The only exception is with kids
menus. Kids always remember the last thing you tell them, so place the
highest profit kids item last in the category.
Friday, April 26, 2013
5 Money Making Menu Design Tips
Labels: liz barrett, menu design, menu tips, pizza blog, pizzeria menu tips, pmq, pmq blog, pmq pizza magazine, the pizza insider
My goal at The Pizza Insider is to give you the inside scoop on the latest trends, marketing tactics and technology so that you're always one step ahead of the competition! I've been a part of the pizza industry since 2007, first as the editor-in-chief, and now as the editor-at-large at PMQ Pizza Magazine. My first pizza book, Pizza: A Slice of American History, was just released; find out more here.