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transcript

Spa Menu

Engineering

CRAFTING, ENHANCING, &

MAXIMIZING YOUR SPA MENU

Today’s Take Away1. Review the true objectives of a spa menu

2. Apply a systematic approach to update and

improve your spa menu of services

3. Understand how consumers make choices

4. Learn how to price and craft a spa menu to

strengthen your business

5. The future of spa menus

Spa Menu Objectives• Increase Financial Contribution

• Support & Strengthen Your Brand

• Improve Guest Satisfaction/Experience

• Creative Meets Functional

• Provide Public Relations Opportunities

• Keep Staff Happy & Healthy

What is Spa Menu Engineering?

The art and science of enhancing and maximizing spa revenue contribution through strategic menu

design.

#1 Service Demand

Service Demand/Popularity

January 1, 2016- January 31, 2016

Length SERVICE # Performed Popularity Rating

60 Swedish Massage 280 HIGH

90 Swedish Massage 165 LOW

60 Hot Stone Massage 225 HIGH

90 Hot Stone Massage 150 LOW

90 Signature Massage 135 LOW

60 Aromatherapy Massage 180 HIGH

60 Reflexology 60 LOW

TOTAL # OF MASSAGES 1195

AVERAGE POPULARITY 171

#2 Financial Contribution

Determining Financial ContributionCosts per Service

Note: Does not include labor or other operating expenses

Service Costs

Aromatherapy Massage Aromatherapy Oils $4.00

Disposable Face Cradle $0.15

Parafin Hand Treatment $3.25

Lavender Biscotti $1.00

TOTAL SERVICE COST $8.40

Signature Massage Aromatherapy Oils $4.00

Disposable Face Cradle $0.15

Paraffin Hand Treatment $3.25

Anti-Fatigue Foot Scrub/Lotion $2.00

Scalp Treatment $1.00

Lavender Biscotti $1.00

TOTAL SERVICE COST $11.40

Financial Contribution

Length ServiceMenu Price Service Cost

Contribution Margin

Contribution Per Minute

$$ Rating

60 Swedish Massage $100 $3.15 $96.85 $1.61 LOW

90 Swedish Massage $165 $3.15 $161.85 $1.80 LOW

60 Hot Stone Massage $120 $4.00 $116.00 $1.93 HIGH

90 Hot Stone Massage $185 $4.00 $181.00 $2.01 HIGH

90 Signature Massage $220 $11.40 $208.60 $2.32 HIGH

60 Aromatherapy Massage $115 $8.40 $106.60 $1.78 LOW

60 Reflexology $105 $4.00 $101.00 $1.68 LOW

AVERAGE $138.84 $1.88

60 Swedish Massage HIGH LOW

90 Swedish Massage LOW LOW

60 Hot Stone Massage HIGH HIGH

90 Hot Stone Massage LOW HIGH

90 Signature Massage LOW HIGH

60 Aromatherapy Massage HIGH LOW

60 Reflexology LOW LOW

PLOWHORSE

POPULARITY: HIGH

CONTRIBUTION: LOW

Swedish Massage- 60

Aromatherapy- 60

POPULARITY: HIGH

CONTRIBUTION: HIGH

Hot Stone- 60

PUZZLE

POPULARITY: LOW

CONTRIBUTION: HIGH

Hot Stone- 90

Signature- 90

POPULARITY: LOW

CONTRIBUTION: LOW

Swedish Massage- 90

Reflexology- 60

#3 Subjective/Staff

#4 Competitive Analysis

How Are You Different ?

How Consumers Decide

Product

ProcessPartnership

PRODUCT

Kohler Spa

PROCESS

“The very essence of

the Guerlain experience

is to transform your

beauty treatment into an

event created for you

and you alone - a real

alchemy between our

know-how and our

beauty expertise.”

Guerlain Spa- Paris

PARTNERSHIP

“Today, I traded a beer on

the golf course for my first

facial and a cup of signature

tea! Hands down- best

choice ever. Great service.

Great people and a lot less

stress! ”

Bill M.

Menu Design Goals

Create Trust, Likeability

Highlight Your Differences

Touch Guest Emotion

Design and Align with Brand

Call to Action & Build Revenue

Rule #1 People Don’t Read

They Feel with Their Eyes

• …. awaken to purifying yuzu mimosa sea algae and anti-oxidant rich rose camelia mist……

• …. the body is stretched and hydrated with a shiatsu style massage using wild lime silk oil….

• …. taponment with organic rice bran scented with cherry blossoms eases muscle tension….

• ….softness is protected with an application of plum blossom and silk cream…

They Quickly Scan

The Biltmore Spa- Florida

They are drawn toMenu Magnets

Colonial Williamsburg

Rule #2 Don’t Stray From Your Brand

Ramen Noodle Bath; Yunessun Spa Resort, Japan

Rule #3 Choice is not a Marketing Strategy

Choice Overload = Decision Paralysis

Rule #4 Don’t Make It About Price

“When dealing with people, remember

you are not dealing with creatures of

logic, but with creatures of emotion.” Dale Carnegie (1888-1955),

American Writer and Lecturer

They will pay the least amount for the same perceived value

They want to be more than your revenue source

They Want Value

SKIN CARE SERVICES

Custom Facial $100

Aroma Facial $110

Purifying Facial $115

Vitamin Facial $120

Anti-Aging Facial $125

Signature Facial $135

SKIN CARE SERVICES

Signature Facial $139

Anti-Aging Facial $129

Vitamin Facial $124

Purifying Facial $119

Aroma Facial $114

Custom Facial $104

Rule #5 Make it Easy • Story Page

• Hours of Operations

• Directions

• Email Address

• Phone Number

• Expertise of Staff

• Social Media

• Awards

• Large/Dark Print

• Gift Cards

• Amenities

• FAQ’s (Positive)

• Location Map

• Proofe Read

What’s Next?

Spa Menu

Engineering

kmearns@5spaconsulting.com

THANK YOU

Spa Menu Engineering - 5 Spa Consulting5spaconsulting.com/wp-content/uploads/2016/09/ISPA... ·...

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