These 20 small details in the menu hide too much secret of "making money"

details make a difference. Pulling the details in the menu and optimizing the details will definitely bring profits to the restaurant.

In the past, it was easy for catering companies to make money. At that time, the entire market was an incremental period, and demand was greater than supply. As long as the vegetables were made delicious, even if it was operating extensively, it could develop well.

Nowadays, the demographic dividend and traffic dividend have gradually disappeared, and the money that is easy to make is gone. Everyone has to do more difficult things. If you want to go well and go further, only more professional and refined, this is the irreversible development trend of catering companies.

In the era of stock, everyone competes for internal skills. If you want to develop, you have to cultivate the basic skills first and return to the details. The menu is one of the details of catering operations. It is not only a window for stores to connect consumers, but also one of the core elements of operation.

Today, let's take a look at the 20 small details in the menu, which secrets are hidden about making money.

The picture is a bit beautiful, and place an order more

In the age of face value, the product must have a face value, and the picture on the menu must also have a face value.

The dishes on the menu must be taken to shoot for a special person. Professional people do professional things. Do not take it by yourself or go to the Internet gallery. In this age of social value, the pictures are a little better and more particular about it, which will make customers impress a better impression of the product, thereby having desire to place orders.

Pay attention to the specifications and weights of the dishes

Many catering people easily ignore the specifications and weights of the dishes on the menu. Sometimes the specifications and weight are wrong, and many customers will be lost in vain.

Large dishes or expensive dishes can be used for small or half; soup does not have to order a pot, you can press the position for each person; the cold dishes can be sold in the form of the platter and so on. Provide appropriate specifications for different customer bases can meet more customers' different needs.

Active menu small logo

How to make customers quickly find the dishes they want? The answer is to use the small logo on the menu.

Behind the dishes, use icons such as medals, little stars, thumbs, small peppers, etc. to display the best -selling, praise, spicy degree, etc. of the dishes, and quickly help customers make choices and guide consumption.

Actively use affiliated marketing, component marketing

Doing related marketing and combined marketing on the menu is a very clever sales method.

Do not put the main dishes on the layout alone. You can put a few side dishes next to the main course for associated combinations for sales. For example, next to the spicy pot can be used as the best partner with drinking and clear fire drinks. The lamb skewers are attached to the under ramen as the soul partner.

Flexible use of associations and composite marketing can improve customer unit prices well.

Take a good name, the sales volume doubles

The name of the dish is changed, and the value is doubled.

How important is a good name? The hot pot restaurant also sells shrimp skids. If you add a fresh character in front, everyone sells shrimp skids. Do you sell fresh shrimp and slip? Is it a sense of value?

The dish of small fried beef looks flat. Some people named it "28 seconds of small fried yellow beef". With the time before the dish name, the differentiated experience came out. In the same way, it is also black bean juice. Do you add the effect in front of the black bean juice? Go to the fire black bean juice, is it better?

A lot of knowledge is hidden in the name of the small dish. Take out a good dish name and sell it.

Continuous optimization menu

How often do you update the menu?

If the restaurant wants to make money, it is necessary to continuously optimize the menu, and continuously adjust the product structure, optimize product portfolio, and update iterative dishes according to the needs of customers and operations.

The profit and operating efficiency of the restaurant directly reflect on the menu, so constantly optimizing the menu is something that the catering owner must do.

Pay attention to the data behind the menu

Customers must place orders through the menu. Behind the menu are all data. Behind the data, the customer's true thoughts, consumption behaviors, habits, preferences, and also test the vitality of the product.

Attach importance to the data behind the menu. The data is not empty numbers. In -depth application of good data, the data can become gold and assets.

Remember, guiding operations according to data is the scientific path.

At the same time, price increases increase value

How can the dishes be picked up, how can we accept customers?

Simple price increases can easily cause customers' resentment. While price increase, it is necessary to improve the value of dishes or environment and services.

Especially for signature dishes, we must upgrade the quality of dishes, utensils, services, etc., and the sense of value is improved, so that customers are more likely to accept price increases.

Menu do subtraction, survival of the fittest

It is easy to add a menu to the menu. It is difficult to lose weight to the menu, but it is more important.

There are too many dishes, high costs, much waste, difficult to control, and difficult to focus on products. Do subtraction on the menu is a direct way to effectively reduce operating costs. How to do it?

The rules of survival of the fittest, the dishes with low order rate, low profits, and unstable production should be resolutely eliminated. While shortening the product line, it is better to grind the original good products with more energy.

It is better to operate the business of business

The masters who run the restaurant are not doing business, but in the hearts of people.

如果我们在设计菜单的时候，始终把用户放在第一位，将追求利润的视角转变为顾客的视角，一切都以给顾客创造价值，创造良好体验为出发点，以赢得客户为目标来做菜单Then, customer satisfaction will definitely be very high, and it is a matter of making money.

Value and price must match each other

Price directly affects the operating profit of the restaurant. How to pricing for different dishes is appropriate?

The key to pricing is that the price must reflect value, value and price matching. Catering is supported by the repurchase rate, so that the value can be perceived, and the customer feels valuable, so that there will be repurchase. There are two main reasons why many customers come to the restaurant to order food. One is that there is no dish to give him the desire to place an order, and the other is that the price does not match the value, making him feel worthwhile.

Catering and catering, be sure to pay attention to drinks

Catering, catering, is equivalent to "meals+drinks". Many bosses study dishes all day, but ignored the drink.

Nowadays, the mainstream consumers of catering are unprecedented in drinking. To this end, the proportion of drinks in some restaurants has reached 30%. However, in most restaurants, drinks are still only symbolic supporting roles, such as Coca -Cola, Sprite, Bingli Tea, which are difficult to get to consumers at the moment.

Pay attention to drinks, choose the right drink, and use drinks to increase the proportion of drinks, not only the general trend of consumption, but also a weapon to increase turnover.

It's better than that, not as different as

There is a saying that it is better than it is worse than it. How to create differentiation is a question that every restaurant must think deeply.

Shaping differentiated brand cognition, differentiated product value, differentiated user experience, differentiated profit models on the menu are the barriers to survive in the fierce competition in many restaurants. Important means.

Create a sense of culture, don't sell it to be sold

Many menus only pay attention to the dishes, and ignore the creation of culture and humanistic atmosphere. It is difficult to arouse customers' resonance for selling.

The clever menu will integrate humanities, history, and feelings into the menu, making the menu more cultural. The sense of culture is the easiest to hit the customer's mind. Creating a connotative menu will definitely impress customers to the restaurant.

Original dishes are important

The innovation of the original dishes represents the innovation of companies, and it is also attractive to consumers.

Today's homogeneous competition is very serious, enhancing its original ability, unique ingredients, unique craftsmanship, unique flavors, unique forms of loading, etc. are all innovative performance.

"Original" on the menu can not only improve the premium space, stimulate revenue, but also enhance word -of -mouth, enhance customer viscosity, and highlight the competitiveness of the enterprise.

"Three must be ordered"

"Every three must -see" is a common marketing method for catering people. The signature dishes, main dishes, and new products of restaurants can be used.

If the publicity of a dish allows customers from entering the store, it will continue to see, including posters, big screens, table signs, menu, waiter recommendations, etc. at the door, then the order rate of this dish is more likely to be better than other dishes than other dishes. A lot higher.

An important dish can also appear repeatedly in the menu. Remember, duplication is a good marketing method.

Make a good dishes

After a meal, the customer has a meal. Therefore, the menu must pay attention to the richness of the taste, the differences in texture, the change of cooking, and the combination of dishes.

Matching vegetarian, cold and hot, dry and wet, light matching, scientific matching, through the effective guidance of the menu, let customers eat satisfactory and form word of mouth dissemination.

Clarify the characters and tasks of different dishes

On the menu, each dish has its own role and task. Some dishes are responsible for drainage, some dishes are profit models, and some dishes are signature sales. The formation of troops, give full play to the role of each dish, regularly detect their combat effectiveness, and adjust and optimize in time.

Note that different arrangements and combination methods may bring completely different results.

The package is well done, and it can also be exploded

Package is a bundled sales model that can help customers place orders quickly and increase the unit price of stores.

The design of the package also has many skills. For example, combine good sales and high -grim dishes to form complementarity. It can also be layered for customers through different pricing, such as economic package, value -for -money package, luxury package, etc. According to the price sensitivity, set the unused price package for the user.

Remember to make the package sell well, so that customers must get a value that cannot be obtained without buying this package. The set meal is well done, and it can also be exploded.

Pass valid information

Many menus will be marked with special dishes, must -order, chef recommendation, etc. There are a lot of information on the menu, but how much is the real effective information? Customers do not see where the characteristics are, what is the reason for.

How to transform the invalid information on the menu into valid information?

First of all, we must find ways to focus on consumers' attention, such as enhancing the scene experience on the menu. For example, a fresh bamboo shoots in a restaurant directly present the pictures of the picking scene directly in the menu, so that customers are immersed, and with the copywriting "this taste, it reminds me of my grandmother's love", use scenes and emotions Make a deeper combination.

The real first -class menu knows how to turn consumers' emotions as the goal, so that customers can be transformed from "seeing" to "see".

summary

The above 20 small details of the menu are just the tip of the iceberg in the menus door. There are too many secrets in the menu.

It is said that the details determine the success or failure. Many people are satisfied with eighty or ninety points, and the real masters will always be pursuing a one -hundred -point road and never be proud and complacent.

Go to the menu to pick the details, make the details in place, optimize and optimize, I believe it will definitely bring profits to your restaurant and your brand.

- END -