Menu: The Script to Success
No matter how good is the cast, how great is the cinematography, or how amazing is the movie location; you won’t come out of the theatre satisfied if it has a crappy script. And the same thing goes for the F&B industry as well, in a way, even more.
Menu, the first thing customer ask for, scripts the journey ahead for your business in the midst of the other contributing factor such as your smooth service and awesome food. It, in fact, lures the customer to order something over the other, try something new over their pre-decided item, or to come again to try just that one special dish which has a unique name.
It doesn’t just happen by chance. Proper Analysis and Planning is done to make a menu simple but effective, targeting its customers on sweet spots, and presenting its food on paper in an attractive and noticeable way. For instance, the same ‘Shahi Paneer’ is with different names in different restaurants; the exciting combo packs, which give you a whole package in a slightly cheaper way; some dishes always get your eyes, no matter how many times you open the menu and so on. It affects people choices and helps the brand in enhancing its business when done properly. Scientifically, it’s termed as Menu planning or Menu engineering.
Menu planning helps in deciding, which orders customer prefer more, price for each menu item, aligning it with the trends that are popular and making the combos that go well together, both in customer preference and taste. It helps restaurateurs reduce wastage, encourage customers to order more expensive items and promote their signature house specialties by influencing customers.
Brands can easily leverage menu engineering techniques, by making changes in their menus on the fly, giving combos their customer can’t resist and making business by just tweaking their script. Afterall, it’s only a good script, that can hold the customer till a thrilling climax, i.e your amazing food. Your competitors might be taking its advantage, what are you waiting for?