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8 Astonishingly Simple Menu Tweaks That Boost Sales

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Menu engineering isn't easy, but with these 8 simple menu design tweaks your restaurant can boost sales.

Published in: Business, Self Improvement
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8 Astonishingly Simple Menu Tweaks That Boost Sales

  1. 1. 8 ASTONISHINGLY SIMPLE MENU TWEAKS THAT BOOST SALES
  2. 2. A LITTLE PERSPECTIVE O N TH E MO DERN MENU: Menus weren’t always a part of the dining experience. The first commercial restaurants didn’t allow guests to choose what they ate, when or with whom. You simply showed up, enjoyed a family-style spread and went home full to a night free of dish duty. Today’s experience is different, and the menu is at the heart of it. The best brands design their menus to drive sales and guest loyalty. If you're not following their lead, you're leav- ing money on the table. 901 3320 29 03
  3. 3. 901 3320 29 03 1. BOX UP YOUR BES T ITEMS Boxes draw attention and make things seem important. Put a box around profitable dishes to encourage guests to order them more often.
  4. 4. SUMMER Executive Chef P Our menu is centered around sel including the following local farm CRAB & HEIRLOOM TOMATO 14 Jumbo lump crab RA VEGETABLES 9 EA ARTICHOKE Garlic, Parmesan, Balsamic ROASTED BEET Roasted Beet, Goat Cheese Scallion CARROT & BRUSSELS SPROUTS orange juice, cilantro, spanish onion charmoula, dry apricot, harissa CHEESE Assortment of 5 for 19 Served with Fig Jam Marcona Almond & Toastt Fromage de Chèvre(Goat) Gorgonzola Dolce (Cow) Robiola (Cow) Manchego (Sheep) Rocchetta (Cow, Sheep, Goat) Verd C Bresa Pros Cured Sa Crab, He Octopus, Shri Bu Goat C Ma Mushro SUMMER Executive Chef P Our menu is centered around sel including the following local farm CRAB & HEIRLOOM TOMATO 14 Jumbo lump crab RA VEGETABLES 9 EA ARTICHOKE Garlic, Parmesan, Balsamic ROASTED BEET Roasted Beet, Goat Cheese Scallion CARROT & BRUSSELS SPROUTS orange juice, cilantro, spanish onion charmoula, dry apricot, harissa CHEESE Assortment of 5 for 19 Served with Fig Jam Marcona Almond & Toastt Fromage de Chèvre(Goat) Gorgonzola Dolce (Cow) Robiola (Cow) Manchego (Sheep) Rocchetta (Cow, Sheep, Goat) Verd C Bresa Pros Cured Sa Crab, He Octopus, Shri Bu Goat C Ma Mushro EXAMPLE Moules Frites caught your eye? Now you know why. WHAT SHOULD I BOX ON MY MENU? Upserve shows you which items are consistently most popular, most profitable and most likely to bring guests back. Search Cactu Orders Enchilada Trio Carne asade Chicken Fajitas Steak Enchilladas 1 2 3 4 Menu item 133 266 Rank 901 3320 29 03
  5. 5. 901 3320 29 03 2. FOCUS ON THE F O O D, NO T TH E PRIC E Keep prices in the same color, font and size as your menu item descriptions, avoid columns and consider losing the “$” symbols.
  6. 6. Fig & Olive does a great job hiding their prices in plain sight, letting their item descriptions guide guests’ ordering decisions. EX AMPLE SEASON | DINNER MENU scal Lorange | Chef De Cuisine Dave Hartmann d cuisine from the Riviera & Coastal regions of the South of France, Italy and Spain. cted farms and ingredients for their genuine taste and seasonality : Pell farm, Prospect Hill Orchard, Satur Farm, Norwich Meadows SALMON CRUDO* 14 Orange, Grapefruit, Dill OYSTERS erved with a trio of mignonette W BAR & SEAFOOD CURED MEAT FIG JAMON GOAT CHEESE 24 Jamon Iberico de Bellota Cinco Jotas sherry vinegar – Arbequina Olive Oil TRADITIONAL JAMON IBERICO 28 Jamon Iberico de Bellota Cinco Jotas served with Pan Con Tomate mixed olives – Arbequina Olive Oil CARPACCIO ZUCCHINI 14 Lemon, Pine nut, Parmesan Picholine Olive Oil YELLOWFIN TUNA* 15 Cilantro, Marcona almond Toasted Sesame Oil BEEF* 15 18 Year Balsamic, Tomato OLIVES Mixed 6 Malaga Oregano al Cracked Fennel Pink Pepper Obregon Rosemary Garlic uquillo Herbs de Provence Cordoba Lemon Thyme CROSTINI 3 for 12 / 6 for 21 ola, Dolce Gorgonzola, Almond ciutto, Ricotta, Fig, Olive, Walnut lmon, Radish, Cucumber Yogurt, Dill loom Tomato, Avocado, Apple Aioli Cherry Tomato, Heirloom Carrot Purée mp, Avocado, Cilantro, Tomato rata, Tomato, Herbs, Balsamic heese, Caramelized Onion, Chive nchego, Fig, Marcona Almond om, Artichoke, Scallion, Parmesan Cucumber, Shallot, Yogurt SEASON | DINNER MENU scal Lorange | Chef De Cuisine Dave Hartmann d cuisine from the Riviera & Coastal regions of the South of France, Italy and Spain. cted farms and ingredients for their genuine taste and seasonality : Pell farm, Prospect Hill Orchard, Satur Farm, Norwich Meadows SALMON CRUDO* 14 Orange, Grapefruit, Dill OYSTERS erved with a trio of mignonette W BAR & SEAFOOD CURED MEAT FIG JAMON GOAT CHEESE 24 Jamon Iberico de Bellota Cinco Jotas sherry vinegar – Arbequina Olive Oil TRADITIONAL JAMON IBERICO 28 Jamon Iberico de Bellota Cinco Jotas served with Pan Con Tomate mixed olives – Arbequina Olive Oil CARPACCIO ZUCCHINI 14 Lemon, Pine nut, Parmesan Picholine Olive Oil YELLOWFIN TUNA* 15 Cilantro, Marcona almond Toasted Sesame Oil BEEF* 15 18 Year Balsamic, Tomato OLIVES Mixed 6 Malaga Oregano al Cracked Fennel Pink Pepper Obregon Rosemary Garlic uquillo Herbs de Provence Cordoba Lemon Thyme CROSTINI 3 for 12 / 6 for 21 ola, Dolce Gorgonzola, Almond ciutto, Ricotta, Fig, Olive, Walnut lmon, Radish, Cucumber Yogurt, Dill loom Tomato, Avocado, Apple Aioli Cherry Tomato, Heirloom Carrot Purée mp, Avocado, Cilantro, Tomato rata, Tomato, Herbs, Balsamic heese, Caramelized Onion, Chive nchego, Fig, Marcona Almond om, Artichoke, Scallion, Parmesan Cucumber, Shallot, Yogurt s Grill 125 Dorrance St., Providence, RI 533400 455 391 372 332
  7. 7. Henner Zeller; CC BY-SA 2.0 901 3320 29 03 3. USE YOUR PRIC EY ITEMS WIS ELY Every menu has a most-expensive item, and guests rarely order it. Place high-profit options near this dish - they’ll seem like bargains in comparison.
  8. 8. Bertucci’s Frutti di Mare looks like an affordable luxury when placed near the expensive filet. EXAMPLE HOW DO I DECIDE WHAT GOES WHERE? Upserve can tell you which items are popular and bring people back; try placing them near your most expensive dishes for added appeal.
  9. 9. Agu Nieto CC BY 2.0 901 3320 29 03 4. SHARE YOUR STORIES IN TH E RIGH T PLAC E Your guests care about your traditions and the stories you have to tell, but your menu may not be the best place for all the details.
  10. 10. EX AMPLE CONTACT US members@swipely.com 1-888-SWIPELY OPERATIONS Sales Menu Servers MARKETING Customers Reviews Calendar & Events Loyalty Program FINANCIALS Batches & Deposits Payment Fees Transaction Search 901 3320 29 03 The team at Per Se shares the history behind their French traditions on their website, making guests feel like insiders.
  11. 11. 901 3320 29 03 Reviews Search Cactus Grill 125 Dorrance St., Provide 5. MAKE IT SOUND G O O D ENO UGH TO EAT Use enticing language to describe ingredients and preparation methods.
  12. 12. Restaurant Week August 5 – August 11, 2013 Total visits 1072 Average sale $31.91 +$1.14+178 Sales by day Day Sales ($) $8k Aug 5Sun Calendar Daily journal Campaigns Marketing Calender & Events Campaign spend $4,703.66 ScorecardCactus Grill Other businesses What are people saying about Cactus Grill? Showing 1-20 of 234 reviews The Campfire Record Beans Traditional Enchiladas Burritos Chicken Quesadilla (7) (1) (4) (3) (4) POPULAR TAGS RATINGS SOURCE Yelp Google Plus OpenTable TripAdvisor This place is amazing! We have only done drinks and apps here but they keep coming back and bringing cocktails (The Campfire being one of our favorites) are amazing! The atmosphere is awesome. Being in character and it seems like everytime we go something exciting... more “Definitely Go” Pros: Best Mexican food I’ve ever had! I ordered the traditional enchiladas and my boyfriend orde dish.. both were great! The record beans are just the right amount of sweet (again, the best was extremely... more Repl Cactus Grill, I am so disappointed in you. I popped in for a late lunch with my mom this afternoon and it brim. When a table finally opened up, it took the two servers working the ten table in the restaurant abo bus the table for us to sit down. As a server myself, I HATE when people seat themselves... more “Disappointing” Kennedy Plaza April 2, 2014 Written by Jillian V. Kennedy Plaza March 20, 2014 Written byKelly M. (2) (6) (3) (4) (1) (7) (3) (4) Edit (2) 901 3320 29 03 Who wouldn’t order the California Club? The description sounds tasty and even guarantees “VIP status!” EXAMPLE IS IT WORKING? Most online reviews mention a menu item - Upserve shows you how your delicious descriptions are being shared on Yelp, TripAdvisor,Google+andmore,allin oneplace.
  13. 13. COD Newsroom CC BY 2.0 901 3320 29 03 Last 4 Weeks nce, RI 6. GIVE NEW ITEMS “S PEC IAL” TREATMENT Introduce new items as appetizers or specials. According to Nation’s Restaurant News, new items are ordered more when the perceived “risk” of ordering them (in terms of portion size and price) is low.
  14. 14. We sure hope some of these delicious lobster dishes stick around at the ChopHouse... EXAMPLE KNOW WHAT’S WORKING Upserve tells you exactly how much new and repeat business your specials and promotions bring in. Total sales (during campaign) $68,752.48 Customer breakdown +$6,794.61 +57 $12k$10k 12,617.71 +1,800.32 Restaurant WeekSHOW 343729 repeatnew +122 OPE Sale Me Ser MA Cus Rev Cale Loy SORT BY Newest ll our friends! Their craft an old bank gives tons of ed a shrimp and garlic ve had). The wait staff Reply on Yelp Share on TripAdvisor Share was packed to the ut fifteen minutes to Reply Share 901 3320 29 03
  15. 15. 901 3320 29 03 7. TOAST TH E S EAS O N Seasonal specials are great for your food and beverage menus, especially since drinks are often high-profit items.
  16. 16. OPERATIONS Menu Intelligence Server Performance MARKETING Calendar & Events Customer Database Loyalty Rewards Program Reviews & Ratings FINANCIALS Sales Batches & Deposits Search Cactus G ScorecardScorecard Server Bridget D. History RATIONS s u vers KETING omers ews ndar & Events alty Program STRENGTHS OPPORTUNITIE Sales per cover 15.23 avg sales per cover Entrees, drinks and wine. Dessert, be DrinksEntrees Comparing all shifts against shifts that Bridget h worked. Edit Share Providence, RI Bridget D. Seasonally-inspired cocktails, like those at Flatbread Pizza, can bring in extra revenue. The Modern Maple cocktail could even be paired with their Maple-Fennel Sausage Pizza for a themed combo! EX AMPLE MAXIMIZE THE BENEFIT Use Upserve to find out which servers are winning with specific items like drinks, then share their secrets with the rest of your team. 901 3320 29 03
  17. 17. Kenny Louie CC BY 2.0 901 3320 29 03 8. GO ON... INDULGE Dining out is a luxury; make it feel that way. Train servers to recommend decadent items like cocktails or desserts – guests will enjoy the VIP service and you’ll like the boost in sales.
  18. 18. Showing off your decadent dessert selection might just raise ticket totals and tips. EX AMPLE KNOW (AND USE) YOUR STRENGTHS Upserve shows you who is best at selling specific items. Coach servers to apply their successful approaches to other items you’d like to sell more of. Search Cactus Grill 125 Dorrance St., Provi Sales per week $500 $450 $400 ranked 5th of out 20 entrees Dec 11–18 Dec 19–26 Dec 27 - Jan 1Dec 3–10 $8.5k $8k $7.5k Fishtacos AllEntrees Highlights Michelle S Billy J Donald T Top servers Recent customers Fish tacos All Entrees Dec 3 - 10 Fish tacos All Entrees $401.98 $8,991.01 Show all 24 servers Menu Intelligence Fish Tacos Recent sales Top servers Pairings Reputation Profit boosterScorecard Recent sales Top servers Pairings Reputation Profit Booster $12.50 ill 125 Dorrance St., Providence, RI Recent 4 Weeks S Top 20% er and apps Wine Dessert Apps (+5) About FILTER BY Server shift as 901 3320 29 03
  19. 19. Or start the conversation now: sales @upserve.com See how Upserve can help you grow sales by connecting menu, staff and customer insights. Feb 23 - Mar 1 Mar 2 - 8

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