 Fascinating research has revealed that there's much more to compiling a menu than meets the eye. The objectives are complex.
From the punters' perspective, it's reassuring to discover that "hard sell" tactics are low down, or not even on, the list of priorities of most self-respecting eateries. There is no conspiracy to hoodwink, confuse or overcharge the customer. Astute restaurateurs know full well that fair pricing is crucial for long-term survival and that prices are demand or market driven. Moreover, market analysis shows that most diners have a "mental budget" in mind, beyond which they will not go. Clearly, any restaurateur who may be tempted to overcharge will soon go out of business. It's as simple as that.
Menu psychology is about completely different issues.
Interestingly, the overriding factor that all quality menus have in common is a focus on achieving customer satisfaction. A menu is a powerful advertising tool. According to research, menus that concentrate on pleasing the punters, rather than simply promoting their food items, hold the trump cards when it comes to repeat business.
To this end, one of the main functions of a menu is to set the tone and reflect a restaurant's values; it tells the customer what to expect and what sets this particular restaurant apart from the competition. A cleverly designed menu is capable of conveying an establishment's unique identity.
Researchers have also identified that certain key factors involved in menu compilation may also influence how customers perceive the overall dining experience. These include:
Menu design: Visual impact, using appropriate logos, graphics or photographs, is important. If it is obvious that a restaurant has put a great deal of time and thought into its menu design, then the chances are that the same thoughtful approach will apply to the food preparation, service and overall customer satisfaction.
Limited menus: This is not necessarily a bad thing! Often it indicates that all dishes are freshly prepared and generally of an exceptional quality. At the other extreme, extensive menus (like the ones you see in Chinese, Indian and Mexican restaurants) may also abide by the same principle of using a small number of ingredients. The only difference is that these few ingredients are prepared in numerous combinations.
Daily specials and signature dishes: It is a common misconception that items highlighted in boxes on the menu or on a separate chalkboard are there solely because the restaurateur wants to increase turnover. The truth of the matter is rather different. Of course, items in plum position on the menu are going to attract attention. The main aim, however, is to encourage diners to consider one of the restaurant's tried and tested offerings - the type of dish upon which it has built its fine reputation.
Promotion of seasonal dishes: This type of promotion is sometimes misinterpreted as an attempt, on the part of the restaurant to use cheap ingredients, Nothing, could be further from the truth! Any menu that promotes seasonal fare is likely to be seriously committed to customer satisfaction.
Item descriptions: Although lavish descriptions can tantalise the taste buds, they do nothing for credibility, if an item fails to live up to its billing. Winning menus have mastered the art of whetting the appetite, without making false claims. Indeed, accurate, quality copy that uses short phrases, free from embellishments, is more likely to impress the diner.
Item placement. Restaurant consultants tend to agree that item placement is extremely important. For example, customers tend to remember the first and last things they read or hear. It is therefore, in a restaurant's best interests to use these findings wisely.
Clarity of print: Studies have shown that the most effective menus use upper case lettering for food categories and lower case for item descriptions. It is also interesting to note that the most successful menus tend to use no more than three font styles. Any more would create a muddled effect. Also the font size, ideally, should be no smaller than 12 point.
Personal interaction: A menu can be much more than a list of dishes. For example, waiting staff who familiarise themselves with the content of the menu and have good product knowledge can make a big difference to customer ordering patterns. Servers are, in effect, a verbal expansion of the written menu.
Menus online: Statistics indicate that an increasing number of the population prefers to search for a restaurant, book a table and peruse menus online. This, it would appear, is the way forward.
In summary, a menu that delivers its promises, while offering value for money, is likely to win satisfied customers who will return, time and time again. Now that, surely, is food for thought.
|
