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WELL-CRAFTED MENUS SET THE STAGE FOR A QUALITY EXPERIENCE
Menus are the first touchpoint guests have. Even when guests already know what they want, they still take the time to look at the menu.
A well-designed menu is key to establishing a good experience for the guest from the start. Plus, it helps communicate a restaurant’s values and commitment to guests.
Your menu greatly impacts consumer purchasing decisions—but by optimizing the menu, you can boost the size of the order and drive customer satisfaction.
Source: IPSOS Driving Beverage Sales Through Menu Optimization, 2023
Graphic displaying quotes from customers about fast-paced and slow-paced environments. In fast-paced environments, customers said “I don’t have time to look at the menu board. I’m wasting their time. Then there’s someone pulling behind you and honking while you’re trying to look at the menu. It’s very stressful and completely overwhelming.” And “The menu is cluttered—a lot of words on there and it’s hard to find what you’re looking for.” In slow-paced environments, customers said “Pictures of mocktails stood out… I might order those one day. There was a lemon, it really looked refreshing. The image is key—I have to see it to want it.”
DIFFERENT CHANNEL ENVIRONMENTS CAN IMPACT MENU DESIGN
Fast-paced environment
In-stores or a drive-thru where ordering is fast-paced, guests can be on autopilot because they feel they must make a fast decision. So, menus should be easy to read and navigate quickly. Avoid clutter!
Relaxed environment
In stores with more relaxed environments, guests have more time to process the menu and decide on items. So, menus can work harder to entice a diner’s palate with imagery and creative descriptors of items.
influence diner behavior with a flavorful strategy
MENU LAYOUT
Make the most of the top and bottom of the menu, and place items in expected locations.
The first and last menu items are most memorable. Reserve optimal placement for profitable and popular menu items.¹
MENU DESIGN
Engage guests with colors that stimulate appetite and movement that draws the eyes. Thoughtful design applications can drive noticeability.
BRAND RECOGNITION
Stir brand recognition by using Arden Squares on the menu. Logos motivate beverage purchases; 17% of guests are willing to pay more for branded menu items.²
BUNDLES
Draw attention to bundles, which help increase check size. Increase average check size with bundles; they are particularly popular among Gen Z and Millennials.
LTOs
Motivate diner visits and increase overall purchase intent. Excite diners by featuring new LTOs; nearly 80% of diners are interested in seasonal LTOs.³
MOCKTAILS
Honor the growing shift toward healthier living by offering mocktails.
Expand non-alcoholic beverage offerings with Coca‑Cola’s diverse range of brands.
Source: 1) IPSOS Driving Beverage Sales Through Menu Optimization, 2023 2) Nielson Total US CR YTD 6/18/22 3) 2021 Restaurant Dive How LTOs Can Help Refresh Your Menu
In Summary
- Menus set the stage for guests’ dining experiences.
- Different environments should influence menu design.
- Well designed menus influence guests’ decisions and fuel growth.
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