Perfect menu engineering is a combination of substance and style. While your aim is to provide your customers with the right items, matching these items with the right price points will also ensure that your accounts are kept happy.
In other words, menu engineering involves a blend of psychology, accounting, marketing, and design.
Thinking about creating a new restaurant menu or redesigning an existing one? Here are some restaurant menu engineering tips to help you:
Food Cost Should Be Given Top Consideration
The idea should be to maintain a balance between being too pricey and appearing too cheap. While it is important to maintain standard quality, using overly expensive ingredients in most of your offerings will reflect on your menu.
Bear in mind that no matter how good your menu is, people still consider price while making menu decisions. So, balancing high and low-cost foods will help you achieve reasonable price points. Thus, ensuring that customers have options, while you have the opportunity to make profits as well.
Price Shouldn’t Be the Focal Point on Your Menu
As stated before, the price of items is a top consideration for people when making menu decision. But the quality of food and the overall experience trumps this factor.
So when formatting your restaurant menu, make sure that prices are carefully placed so as not to interfere with the flow of the menu offering. Avoid common restaurant menu design mistakes such using dotted lines connecting menu items to the prices.
A better approach is to have the name of the item accompanied by a concise menu description with the price underneath or beside the menu description. This allows patrons to focus on what they can get from ordering the item instead of the price.
Prepare the Menu with Your Target Audience in Mind
The items on your menu, as well as the price points, should be tailored to match the food preferences and income level of your target audience. For instance, offering exquisite menu items with high price points in a casual dining restaurant located in a university campus is menu mistake you can’t afford to make.
So, assuming you have done your market research before creating a concept that would appeal to them, the same research should be applied to creating a menu that appeals to taste, and purchasing power.
Include Easy-To-Prepare Items in Your Restaurant Menu
During lunch or dinner rush, people want their foods served fast. If all the items in your menu are complicated, it will not only slow down kitchen activities, it may infuriate patrons, leading to a loss of customers.
Thus, it is important that while you should aim for food prepared with utmost care and served in the most exquisite manner, your menu should also accommodate easy-to-prepare foods as well.
Limit the Restaurant Menu
The restaurant menu is a great example of a situation where “less is more.” While giving your customers a wide range of options to select from is important, going too wide can leave patrons confused. For this reason, menu restaurant engineers are of the opinion that 7 is the magic number for each category.
There are no golden rules to restaurant menu engineering but following these points will help you reach a balance between profitability and customer satisfaction.
If you need help with creating a restaurant menu that satisfies these points, feel free to reach out to us.