With 90% of consumers expecting a consistent brand experience across all channels, meeting these consumer demands with an omnichannel strategy means having a 91% better annual customer retention rate than establishments who only operate in-store or on limited channels. This means that restaurants need to leverage all the marketing tools and channels available to them. But, aside from social media, digital menus and restaurant apps, there’s another valuable marketing tool that often seems to be overlooked: the menu.
The old adage ‘don't judge a book by its cover’ doesn’t really apply to the restaurant and hospitality industry. Because in fact, a restaurant is only as good as its menu. It all comes down to simple math really; an attractive menu equals more money in the till and vice versa. Putting together an intriguing menu that convinces your patrons to spend more than they normally would, all comes down to mastering the art of menu planning. We’ve compiled a list of tips and tricks to ensure that your menu casts a wallet-emptying spell on your patrons.
Your menu is the number one most powerful weapon in your marketing arsenal as it is the only thing you can be certain customers will read. However, while it is guaranteed that patrons who enter your restaurant will definitely read your menu, studies suggest that the average customer spends approximately 109 seconds reading a menu. This means that your menu needs to be able to successfully sell your food and beverage items in less than two minutes, and to do so, you will need a highly impressionable menu design which appeals to the human psyche.