A proactive approach to your menu can increase profits by 5–15%.” So says Kevin Chipman, Menu Engineering Expert for Pratts Food Service. Kevin has logged more than two decades in the hospitality industry, including 10 years meeting with chefs, managers and owners of independent restaurants, hotels and bars to hone menu and marketing strategies. Here’s plenty of great advice.
Research proves that consumers looking online for a place to eat or drink are also looking for your menu. It’s next on their “want to know now” checklist, just after where you’re located. So tell them what you serve! Let’s look at best practices for menus on the Web.
The major chains are continually reviewing their menus—for relevance of items and categories, visual style and more. And if they’re a bit tardy in their evaluations, they wind up in the news. Witness McDonald’s almost desperate attempts to shore up sales by eliminating items and trying to be more like other, block-busting chains. Let’s take a look at success stories and lessons from the Big Guys.