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:
- Increase in customer traffic in the establishment thanks to a greater recruitment of diners through the networks
- Increased influx into the restaurant thanks to the demand for outdoor menus and the entry of passersby
- Increase in the average number of items that make up each order
- Increase in the average amount of each order
- 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.
In your case, the changes have been minor. Thanks to the eye tracking obtained with the glasses tobii pro a heat map was generated. It is heatmap It presented in an easy to understand way those points where the clientele fixed their gaze the most. Wine bottle prices were found to be a sink for attention.
This led to Paul and Karen Mitchell, current managers of the winery, reduce the font size and leave the format in normal round (removing pre-existing bold) in the figures used in the prices of each bottle. In this way, It was intended to reduce the focus on prices and that consumers' decisions were based on the wine they really wanted to consume.
On the other hand, the effect already observed in 1775 Texas Pit BBQ was rediscovered at Messina Hof Winery, so it was decided to place the most expensive bottles in the first positions and relocate the others.
Finally, the base colors of the menu (purple and blue), which according to some scientific studies have the ability to reduce appetite, they were changed for red tones, crimson and vermilion, that unlike the previous ones spur the urge to consume food and drinks. This general design change was also accompanied by a change in font., that would become the usual Acumin, banner in restoration in recent times.
Changes to the Messina Hof Winery menu are still recent, but neuroscience is on your side and it is foreseeable that the restaurant will increase its economic performance despite the fact that it has just reopened in a situation of new normality.