Don’t just change the prices and descriptions – positioning and layout are also important
Posted: Tue Jan 07, 2025 4:36 am
For a menu diagnosis, you need the dishes, the names and sales figures from the cash register system, the cost of goods from the recipe, and the purchase and sales price. If you already know which dishes are top sellers, winners, losers, or sleepers, now comes the creative part of the work: With your menu, you guide your guests to the winners using various tricks. If this is successful, you will quickly feel the impact in the till. An example: Thanks to a menu diagnosis with adjusted contribution margins, a restaurant owner was able to make 10,000 euros more profit in one year.
How did we go indonesia phone data bout it? We cut up the menu and reassembled it according to various criteria. We positioned dishes with a high contribution margin at the top (right) of the menu according to Vögele's reading shortcut, and hid the currywurst to the bottom left. Overall, we increased the contribution margins and adjusted the descriptions. With an investment of around 1,000 euros for the menu diagnosis and the creation of the recipes for the dishes, the company was able to get ten times that amount. You won't get a "return on investment" of 1:10 for one to two hours of diagnosis with any other investment. That's exactly why menu diagnosis is a money-printing machine!
You can increase the feeling of value not only through the description and placement on the menu, there are many other tricks too. The aim is for your guests to engage with the menu again, forget the old menu and ultimately order the winners. Try experimenting with the following measures:
Turn the card upside down.
Write the winning dishes in bold .
menu without "Euro"
Work with boxes and borders.
Indent the prices of the dishes so that they are not listed one below the other.
Do not sort the dishes by price (not cheap at the top and more expensive towards the bottom) (avoid it consciously).
Pre-sort, for example: “Our classics…”; “Our guests love this”; “You absolutely have to try this…”, “Our chef is particularly proud of this…”.
Think of a “story” that fits emotionally and visually with the descriptions of the dishes.
How did we go indonesia phone data bout it? We cut up the menu and reassembled it according to various criteria. We positioned dishes with a high contribution margin at the top (right) of the menu according to Vögele's reading shortcut, and hid the currywurst to the bottom left. Overall, we increased the contribution margins and adjusted the descriptions. With an investment of around 1,000 euros for the menu diagnosis and the creation of the recipes for the dishes, the company was able to get ten times that amount. You won't get a "return on investment" of 1:10 for one to two hours of diagnosis with any other investment. That's exactly why menu diagnosis is a money-printing machine!
You can increase the feeling of value not only through the description and placement on the menu, there are many other tricks too. The aim is for your guests to engage with the menu again, forget the old menu and ultimately order the winners. Try experimenting with the following measures:
Turn the card upside down.
Write the winning dishes in bold .
menu without "Euro"
Work with boxes and borders.
Indent the prices of the dishes so that they are not listed one below the other.
Do not sort the dishes by price (not cheap at the top and more expensive towards the bottom) (avoid it consciously).
Pre-sort, for example: “Our classics…”; “Our guests love this”; “You absolutely have to try this…”, “Our chef is particularly proud of this…”.
Think of a “story” that fits emotionally and visually with the descriptions of the dishes.