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
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
PLACEMENT Designed for Profits Use of images Change your item mix Promote specific items Promote Higher Profits Sell additional items
PROMOTION Takeout Menus Table Tents Profit Toppers Menu Boards
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.
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
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?
CUSTOMIZED ANALYSISFor a customized analysis of the potentialROI from a Menu Makeover please contactJoe WelshCORE Restaurant Marketing888firstname.lastname@example.org