Restaurant marketing, the secret of menu boards that increase customer value
Related Marketing Services: Search Advertisement | Viral Marketing | SNS Marketing | YouTube Advertisement
#Menu design #Increasing customer price #Psychological marketing
#Menu design #Increasing customer price #Psychological marketing
Psychological marketing that encourages customers to choose higher-value menus through menu placement that considers eye movement, attractive menu descriptions, and strategic price setting.
Key menu marketing strategies
1. Eye movement line design
Arrange the menu so that customers’ eyes flow naturally.
- Z-shaped gaze flow
- Top placement of core menu
- Take advantage of visual points
- Easy-to-read layout
2. Optimize menu descriptions
Attract customers’ attention with attractive and specific menu descriptions.
- Use of sensory expressions
- Ingredients and recipe description
- Emphasis on specialness
- emotional appeal
3. Pricing strategy
We encourage customer choice through psychological pricing.
- Take advantage of anchor prices
- Menu composition by price range
- Discount Display Strategy
- Highlight your value proposition
4. Visual design
Apply an attractive design that matches your brand image.
- Use of brand colors
- Highly readable font
- Appropriate use of white space
- consistent design
5. Optimize menu composition
We create strategic menus that encourage customer choice.
- Highlight popular menus
- Set menu composition
- Show recommended menu
- Take advantage of seasonal menus
6. Digital menu board
We do marketing using modern digital menu boards.
- Take advantage of dynamic content
- Real-time updates
- interactive features
- Multilingual support
Menu board marketing effect
| marketing elements | Increase in per-guest price | customer satisfaction | Return rate |
|---|---|---|---|
| Line of sight design | 15-25% | high | 10-15% |
| Optimize menu descriptions | 20-30% | very high | 15-20% |
| pricing strategy | 25-35% | high | 10-15% |
| visual design | 10-20% | high | 5-10% |
| Optimized menu composition | 20-30% | high | 15-25% |
| digital menu board | 15-25% | very high | 20-30% |
Menu Marketing Q&A
Q. What are the core principles of menu marketing?
A. Understanding customer psychology and behavioral patterns is key. You need to analyze how customers look at the menu and place the most attractive menu in a prominent location. It's also important to leverage price psychology to encourage customers to choose higher value menu items. Rather than simply listing menus, you should use it as a marketing tool to encourage customers to make choices.
Q. How should I write a menu description?
A. It is important to use sensible and specific expressions. It is better to use specific expressions such as 'soft and rich flavor' or 'crispy texture' rather than 'delicious', and briefly explain the quality of ingredients and cooking method. Additionally, it is effective to emphasize the specialness of the menu by using keywords such as 'special', 'signature', and 'recommended', and to use expressions that stimulate customers' curiosity.
Q. What should I pay attention to when setting prices?
A. A strategic setting that takes into account customer price perception is required. It is effective to place the most expensive menu at the top to act as an anchor, and make the mid-priced menu look relatively cheap. Additionally, a price that ends in 0 (e.g., 10,000 won) may be perceived as more premium than a price that ends in 9 (e.g., 9,900 won). It's important to use discount indicators judiciously and make your value proposition clear.
Q. What are the advantages of digital menu boards?
A. Real-time updates, dynamic content, and interactive features are key advantages. Menu changes or price adjustments can be reflected immediately, and the appeal of the menu can be conveyed more effectively using video or animation. In addition, we can provide a function that allows customers to check detailed information by touching it directly, and with multilingual support, we can provide friendly services to foreign customers as well. However, you must consider the initial investment and maintenance costs.
Q. How do you measure the performance of menu marketing?
A. Key indicators can be measured such as per-guest price, order rate by menu, customer satisfaction, and repeat visit rate. It is important to compare changes in customer prices before and after menu changes and analyze which menu items are ordered more often. It is also effective to evaluate the readability and attractiveness of menu boards through customer surveys and to identify areas for improvement by collecting employee feedback. It is also a good idea to compare the effectiveness of different designs or layouts through regular A/B testing.