Menu Makeover
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Transcript

  • 1. The Restaurant Menu Pathway to Profits
  • 2. PATHWAYS TO PROFITABILITY Restaurant Location Restaurant Marketing Guest Experience Management Food Costing Management Operational Expense Management Menu Marketing
  • 3. THE MENU The Four P’s of Menu Marketing
  • 4. PRODUCT What are you know for?  Seafood  Barbeque  Italian  Mexican What do your customers order? Menu Engineering Analysis  Food Cost Savings If an item is less than 2% of sales in a menu category, it should probably be discontinued
  • 5. PRICE Elements of Pricing  Food Cost – 30%  Theoretical  Actual  Commodity Market Conditions - Futures  Competitive environment  Tactical Pricing  End in a 9 instead of a 5  Psychological Pricing  .29 / .49 / .79 / .99
  • 6. PLACEMENT Designed for Profits  Use of images  Change your item mix  Promote specific items  Promote Higher Profits  Sell additional items
  • 7. PROMOTION Takeout Menus Table Tents Profit Toppers Menu Boards
  • 8. DELIVERING RESULTS Where does menu marketing produce results  Reduced food cost through inventory management and waste reduction.  Higher check averages  Improved product mix towards more profitable items.  Increased category sales on items like desserts and appetizers  Increase takeout business with Takeout menu marketing  Takeout design can lead to increased catering sales.
  • 9. MENU ROI Client had not revised his menu in over a year. Tracking at 15% sales increase  Price increases / Product Mix Change Annual sales impact - $130,000  Incremental Food Cost - $40,000  Incremental GP - $90,000  Menu Cost - $1500  ROI – 60 to 1
  • 10. MENU MAKEOVER 7 Questions To Consider 1. When was the last time your menu was updated? 2. Do your prices end in a 9 or a 5? 3. Are prices out towards the far right after the description? 4. Do you utilize images to help sell profitable items? 5. Do you have a takeout menu that can be used as a direct mail campaign? 6. Does your takeout menu promote catering? 7. Do you use Table Tents to increase dessert & drink sales?
  • 11. CUSTOMIZED ANALYSISFor a customized analysis of the potentialROI from a Menu Makeover please contactJoe WelshCORE Restaurant Marketing888-890-9492jwelsh@corerestaurantmarketing.com