Your menu is one of the key marketing and revenue drivers in your business and as such a great deal of thought needs to go into its design, both in terms of the items you wish to serve, pricing and the actual design and layout of your menu, cards boards and screens.
The Market – The success of your menu is rooted in your knowledge of your market. Think carefully about the following and build your offering accordingly:
- Who are your customers? What is their demographic profile, how much do they spend, what do they like to eat, and just as importantly, what don’t they like to eat?
- Stay focused on your target market and develop your menu and pricing to best suit their needs. Avoid trying to be everything to everyone as this will dilute your offering and increase your operational challenges.
- Who is your competition? Get to know their offering and their pricing, which in turn may give you some valuable insights into your target market. That said, don’t be lead too much by your competition, run your own race but use your competition to help you stay in touch with the market.
- Are kids likely to be a driver in people’s decisions to dine with you? If so, consider designing some of your menu items to be attractive to kids.