With the rapid transformation of the food and beverage industry, the restaurant business is booming like never before. Competing with the industry giants may seem daunting since online food delivery continues to grow.
However, one of the key elements that drive restaurant business growth is creating a menu that goes beyond enticing tastebuds and actively drives sales and orders. It’s a guide for your customers, helping them to decide what to buy instead of just a list of what you sell.
Continue reading to learn how to improve your restaurant menu to enhance profitability.
7 Tips to Improve Your Restaurant’s Menu
If you look at your competitors who have won a restaurant award, you will see how much effort they put into designing their menus, among other things.
Whether creating a new menu or redesigning the old one, consider these seven factors that can make or break your business.
Promote Specific Items for Sale with Photos
Most people are visual decision-makers, and seeing a photo of a delicious dish may intrigue them to buy it.
A study conducted at IOWA State University shows that kids prefer salad over tacos after seeing a rotating salad image. They responded to the image in the same way they would if there were food in front of them.
Adding images will make your menu visually appealing and can improve sales for specific items when you promote them.
Consider highlighting your most popular item with a sharp, professional image. Doing so can encourage your customers to purchase those items repeatedly.
Eliminate The Clutter
Do you have so many items to offer that you can’t just fit them all in your menu? Or do you have items on your menu that no one orders?
If you answer yes for both, then it’s high time you eliminated some items from the menu. While you should keep your signature items and customers’ favourites, others should leave the list.
Doing so will prevent your customers from becoming overwhelmed, help manage inventory, and reduce labour costs since fewer items need to be marinated or pre-made. All of these will eventually enhance your profitability.
Opt for Descriptive Titles
Effective menu descriptions can significantly impact customer choices. Terms like “fresh,” “organic,” “crispy,” “spicy,” and “savoury” not only inform diners but also stir emotions.
Compare these two descriptions:
Salad with tomato, cucumber, arugula, and bacon.
Farmhouse salad with fresh tomato, cucumber, arugula, and crispy bacon.
The second option is more enticing and suggests higher quality.
In addition to descriptive words, consider renaming dishes to match your restaurant’s theme. For instance, “farmhouse salad” evokes an organic and rustic vibe, suitable for various establishments.
If you creatively describe your menu items, it helps your customers connect emotionally with the food by influencing their decisions beyond hunger or budget considerations.
Invest in Digital Signage Boards
Enhancing your restaurant menu through digital signage offers numerous benefits. Many fast-casual eateries are adopting this trend to cut printing costs and leverage the flexibility of digital content.
Here’s why you should consider the switch:
- Update content effortlessly with improved designs and layouts.
- Test different layouts affordably to find the most effective ones.
- Remove out-of-stock items to avoid customer confusion and manage inventory efficiently.
- Time-parting allows you to customise menu content for different times of day, eliminating the need to simultaneously display breakfast, lunch, and dinner options.
- Ensure your menu is easily readable and understandable for customers.
- Quickly adjust content to comply with FDA menu requirements.
Even restaurants with relatively static menus can benefit from digital signage. It enables continual improvement and the creation of designs that drive business growth.
Pay Attention to How Your Customers Look into The Menu
You must improve your menu’s clarity and persuasion to boost sales of high-profit items in your restaurant. Here’s how:
Strategic Placement: Capture attention by positioning lucrative dishes in the top right corner, where customers often start reading.
Highlight Expensive Dishes: Feature your highest-priced item first to create a perception of value and make other options seem more affordable.
Leverage Impulse: Take advantage of diners’ tendency to choose the first dish they see by placing a profitable item in that prime spot.
For example, Starbucks strategically showcases speciality drinks first, followed by lower-priced options like drip coffee and tea. This layout encourages customers to indulge in the pricier offerings they encounter first.
Upgrade Your Menu with Seasonal & Special Items
You should opt for seasonal specials and limited-time offers since they are powerful tools for attracting customers and boosting sales of higher-priced items.
When customers know they have a limited window to enjoy something unique, they’re more likely to visit your restaurant to seize the opportunity. Take McDonald’s Shamrock Shake and McRib, for example—these limited-time offerings create a buzz and draw crowds.
Even weekly or monthly specials can entice regulars to explore new, pricier, or seasonal menu items. The key lies in strategic placement. By prominently featuring these specials near the top-right corner of your menu or through eye-catching signage, you can effectively capture your customers’ attention and encourage them to try something different and exciting.
Include Add-ons & Offer Modifications
Utilising add-ons to upsell is a smart tactic for boosting overall sales. For instance, suggesting, “Would you like to add some crispy golden fries and house special sauce to your delicious burger?” can enhance the dining experience while increasing revenue.
But it’s not just about add-ons; offering modifications is also essential. Allowing customers to customise their dishes to suit dietary needs—such as vegan, gluten-free, dairy-free, sugar-free, or keto—creates a welcoming environment. This inclusivity boosts customer engagement and loyalty, ensuring everyone feels valued and catered to at your restaurant.
Final Thoughts
Enhancing your restaurant’s menu isn’t just about listing dishes—it’s about maximising profitability and outperforming your competitors.
From strategic placement and enticing visuals to creative descriptions and seasonal specials, numerous tactics are available to captivate customers and boost sales.
Embracing digital signage enables easy updates while offering add-ons and modifications, which ensures inclusivity and enhances satisfaction.
In an ever-evolving industry, consistently refining your menu is paramount to maintaining a competitive edge and achieving lasting success. By continuously improving your offerings, you can even position your restaurant to qualify for prestigious food industry awards like ARTA. They aim to recognise the individuals behind the nation’s most cherished dining establishments.
