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Studies that confirm that neuroscience applied to letters and menus improves restaurant sales

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The most common is that the restaurant professional uses pre-existing designs to create their own menus the letters. They may be templates available on the net or in reprographic companies. Sometimes unique creations requested from graphic designers, but always based on artistic tastes and concepts familiar to consumers.

Nowadays, this could change, Well, some restaurateurs from Texas (OF. UU.) are exploring the benefits of neuroscience to have more effective menus. How is this effectiveness measured? There are several ways to do it:

  1. Increase in customer traffic in the establishment thanks to a greater recruitment of diners through the networks
  2. Increased influx into the restaurant thanks to the demand for outdoor menus and the entry of passersby
  3. Increase in the average number of items that make up each order
  4. Increase in the average amount of each order
  5. Increase in demand for drinks with higher profit margins

These five points are the most important, but the restaurant can design its menu also taking into account its provisioning needs, vendor limitations, commodity losses, the average preparation times of each article and a plethora of factors. Through a complete analysis of all aspects, the restaurant professional can increase the performance of your establishment. But all part of the interest that each dish generates among the visitors of the place. Due to the difficulty of quantifying it, at the moment the last item on the bullet list is receiving the most attention. Let's see how.

Case study in the 1775 Texas Pit BBQ

To measure this precise fact, those responsible for 1775 Texas Pit BBQ, a Texan restaurant located in College Station and whose main specialty is grilled meats and barbecue recipes, is studying to the millimeter how to optimize its menus and whiteboards by applying the latest news in neuroscience.

It is not a whim born of the eccentricity of its owner, Brad Doan. Actually, Brad is a graduate of the University of Texas A&M and has developed eye tracking studies. Thanks to science, hopes to improve the results of your restaurant.

To get it, Brad Doan enlists the help of his invaluable colleague Jeff Pool. Jeff was a college classmate, and when their lives went their different ways, Jeff decided to continue his academic journey at the Texas A Human Behavior Laboratory&M.

During the study carried out in the establishment, the researchers used a software monitoring known as iMotions to discover how customers interacted with the menu. Eye tracking revealed that diners spent most of their time inspecting the first, second and last dish listed. The biometrics therefore indicated that the rest of the menu entries were read almost sideways.

With this new information, always present on the premises but so far unintelligible, Brad Doan ventured to do changes to your menu. Until now, the items that headed the letter of the 1775 Texas Pit BBQ were the smoked beef and pork ribs. However, despite the fact that these dishes enjoy great popularity among visitors, they are not the ones with the highest profit margins. Sausages and turkey reign in that category. Neither short nor lazy, Brad was encouraged to move these items to the front and put down the smoked veal and ribs..

It was then the moment to quantify the results reaped by this change. Again the manager and his scientific partner monitored changes in customer behavior when interacting with the letter. Eye tracking revealed in this case that the items that attracted the most attention were once again those positioned in the first and last lines, only in this case they corresponded with sausages and turkey. The greater attention obtained by these items was directly translated into a greater demand of such dishes.

After the reviews carried out with the biometric data taken in situ to the clientele, Brad is seeing more benefits. Its economic performance has increased by 20% just by applying a small change to your menu.

In any case, the placement of the items is not the only point that can be worked on in the menu. At 1775 Texas Pit BBQ took the opportunity to incorporate some additional modifications: more detailed and chic descriptions, greater clarity and legibility of the menu in general, Featured sections with house specialties, use of a simplified and larger font ...

But the important thing is that daring and ingenuity resulted in a resounding success.

Case Study at Messina Hof Winery

He 1775 Texas Pit BBQ isn't the only Texan restaurant that has made changes to its menu in recent times.. The vinería Messina Hof Winery, located in the neighboring town of Bryan, has also had the help of Human Behavior Lab from the University of Texas A&M.

En su caso, los cambios han sido menores. Gracias al seguimiento de ojos obtenido con las gafas tobii pro se generó un mapa de calor. Este heatmap presentaba de forma fácil de comprender aquellos puntos donde la clientela fijaba más su mirada. Se descubrió que los precios de las botellas de vino eran un sumidero de atención.

Esto llevó a que Paul y Karen Mitchell, actuales responsables de la vinería, redujesen el tamaño de la fuente y dejasen el formato en redonda normal (eliminando la negrita preexistente) en las cifras empleadas en los precios de cada botella. De este modo, se pretendía reducir la atención sobre los precios y que las decisiones de los consumidores se basasen en el vino que realmente desearían consumir.

Por otro lado, el efecto ya observado en 1775 Texas Pit BBQ se volvió a detectar en Messina Hof Winery, por lo que se decidió colocar las botellas más caras en las primeras posiciones y reubicar las demás.

Finalmente, los colores de base del menú (púrpura y azul), que según algunos estudios científicos tienen la capacidad de reducir el apetito, se cambiaron por tonos rojos, carmesíes y bermellones, que a diferencia de los anteriores espolean las ganas de consumir alimentos y bebidas. Este cambio de diseño general se acompañó de igual modo con una mudanza de fuente, que pasaría a ser la habitual Acumin, estandarte en restauración en los últimos tiempos.

Los cambios sobre el menú de Messina Hof Winery todavía son recientes, pero la neurociencia está de su parte y es previsible que el restaurante incremente su rendimiento económico a pesar de que acaba de reabrir en situación de nueva normalidad.

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Sobre el autor

Artículo realizado por el equipo de redacción de DiegoCoquillat.com. Cuenta con profesionales tanto en el terreno de la hostelería, gastronomía y turismo, como en de las nuevas tecnologías e innovación.

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