Let's Talk

New Calorie Labelling Rules & Inflation; Can you Count on your Menu Optimisation?

Menus are one of the most critical communication tools that hospitality companies have at their disposal. If designed using psychological principles, they can optimise the way you showcase your products, enhance brand perceptions, and optimise sales and margin.

Over the years, we have been applying three key tools to optimise the product offering and the design and performance of the menu. We understand that guests assess menus both subconsciously and rationally, so you must use tools that can capture both reactions from them.  

The first is Fast-Choice Testing which allows us to decide which products to offer on the menu. We evaluate them both implicitly and explicit to understand both subconsciously and consciously how they perform on several key metrics. Those include emotional attraction, proximity, fit with the brand, value for money, and preference. The test is applied to product concepts as well as final recipes.

The second is Visual Saliency, or more commonly Pop-Out Testing, a fast and cost-effective tool that can give us an early read and predictions on what the customers could notice on the menu. It is an algorithm built using the results of thousands of eye-tracking studies which evaluate the menu and produces heat maps and areas of interest % predictions. 
Pop-Out Testing doesn't require any respondent recruitment. Therefore, we can turn the results around within 48 hours. It is a great way to get an early read on how the design of the menu is working.

The final tool is Eye-Tracking which can be conducted with the target consumer to give a more bespoke evaluation of the menu. The results also include heat maps and areas of interest data, but you can also look at the fixation sequence to appraise the navigation fluidity of the menu. Eye-tracking can be conducted qualitatively in the lab, accompanied by a short 5-minute interview post-test to understand guests' impressions of the menu. 
Alternatively, you can conduct the test online, quantitatively, to get a more statically robust read. The approach you use will depend on the design of the menu and the level of accuracy required by the client.

As you will see from our menu case study, it is possible to increase spending significantly using these tools, and the resulting impact on the bottom line means the investment in the research can quickly pay for itself! 

So, get in touch if you want to know more about our work and how we can help you optimise your menu(s).

All Research Articles
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram