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9/10/2014
The Science of Suggestion
Duessa Holscher
Director, Strategic Products
9/10/20149/10/2014
BOOST YOUR
TICKET AVERAGE THROUGH
MENU ENGINEERING&
SUGGESTIVESELLING
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My Uber Suggestion
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Subliminal Suggestions
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Suggestive Selling Gets Its Start
In 1957
http://www.toptensocialmedia.com/social-media-social-buzz/ten-
examples-of-subliminal-advertising-in-social-media/
57.8%
Increased
popcorn
sales
18.1%
Increased
Coke
sales
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The Jedi Approach
http://orignl-ninja-knight.deviantart.com/art/Suggestive-Selling-160011262
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Online orders have a
higher ticket average.
Is this true for you?
We’ve Heard …
http://restaurantengine.com/5-surprising-consumer-food-trends-restaurants/
30%
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Menu Engineering Techniques
Suggestive Selling options
Evaluating your results
We’ll Be Covering
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• Sell most profitable items
• Promote your brand story
• Encourage healthy selections
• Move certain product more quickly
Increasing ticket averages is not the
only reason. You may want to:
Why Upsell?
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The average person makes more than 200 decisions about food every day, many of them unconsciously
http://www.nytimes.com/2009/12/23/dining/23menus.html?pagewanted=all&_r=0
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Step 1: Analyze
What To Promote?
http://www.menucoverdepot.com/resource-center/articles/restaurant-menu-engineering/
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Menu Engineering
http://blog.hotoperator.com/2010/04/pizza-menu-engineering.html
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The “Burden of Choice”
In fast food, consumers prefer a max
of 6 items per category.
In fine dining, 7 starters & desserts,
10 entrees max.
http://www.theguardian.com/lifeandstyle/wordofmouth/2013/may/08/restaurant-
menu-psychology-tricks-order-more
Menu Engineering
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Highlight 1 item per section.
Maximum of 5-7 items per section
Customers will look at 1st spot, 2nd
spot, then last spot, 2nd to last
spot.
Menu Engineering
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ORGANIZATION
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SPECIALS FIRST!
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SPECIALS FIRST!
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LAYOUTStart with “Specials”, “House Favorites” or a
selection of profitable items
Don’t put your least expensive item first.
Use the top spot(s) for your most profitable
item
Use photo border treatment to highlight an
item
http://restaurantengine.com/5-surprising-consumer-food-trends-restaurants/
http://www.pizzamarketplace.com/blogs/use-menu-engineering-to-increase-profits/
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PHOTO POWER
Does your food look appetizing?
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Food Photography Is Hard!
Use a professional!If this is your best photo,
you might be better off
without!
PHOTO POWER
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New in LetsGet!
Use a
landing
page
image!
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DESCRIPTIONS
Descriptive menu labels increase sales by
as much as 27 percent
http://www.nytimes.com/2009/12/23/dining/23menus.html?pagewant
ed=all&_r=1&
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DESCRIPTIONS
Don’t assume your
customers know
anything!
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Use your relatives.
DESCRIPTIONS
http://www.nytimes.com/2009/12/23/dining/23menus.html?p
agewanted=all&_r=1&
“People like to order
“Grandma’s Special Sauce”,
“Aunt Sallie’s Cookies” or
“Uncle Sid’s Smoked Ribs”
Use Geographic
References.
Diverse & Exotic are in.
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DESCRIPTIONS
http://www.nytimes.com/2009/12/23/dining/23menus.html?pagewant
ed=all&_r=1&
Use Sensory
Labels.
Use
Brand
Names.
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DESCRIPTIONS
.
Tell A
Personal
Story.
Local,
Sustainable,
Natural,
Gluten Free,
Organic
Healthy
Words Are
In:
Low Fat &
Sugar Free are
losing popularity
http://restaurantengine.com/5-surprising-consumer-food-trends-restaurants/
9/10/20149/10/2014
DESCRIPTIONS
.
What does it mean to
your guest?
http://restaurantengine.com/5-surprising-consumer-food-trends-restaurants/
9/10/20149/10/2014
New in LetsGet!Description now on the item
detail page below the picture
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Section Descriptions
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Section Descriptions
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TIPS ON PRICE
● Don’t list items from least to most
● DO Mix up price points
● DO “Anchor” profitable item next to high priced item
● DO use top spots for more profitable items.
● DO test hiding prices
● DO remove the $ sign
● DO end prices in .00, .25. .50 or .75.
● Ending in .99 connotes value not quality.
https://gigaom.com/2009/09/13/what-we-can-learn-about-pricing-from-menu-engineers/
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Suggestions
“When buying a “search” type product,
consumers can rely on objective data about
the product to make a decision. But when
buying an “experience” type product (like
food) they can not evaluate the product until
they try it -- so they are more likely to follow
recommendations.”
http://www.attractinterestdesireaction.com/consumer-attitudes-product-recommendations-
ecommerce-contextual-application-technology-acceptance-model/
9/10/20149/10/2014
Of successful suggestions are the
1st item presented.
are the 2nd item
http://www.qsrmagazine.com/news/secrets-suggestive-selling
RESEARCH SHOWS
45%
38%
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Side orders are most effective,
beating Size upsell, beverages and
dessert.
http://www.qsrmagazine.com/news/secrets-suggestive-selling
RESEARCH SHOWS
33%
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of effective suggestions are 20% or
more lower in price compared to the
item ordered. 31% are 12-19%
lower
http://www.qsrmagazine.com/news/secrets-suggestive-selling
RESEARCH SHOWS
58%
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Suggestion Types
#1 - Item
Add Ons
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#2 Item
Upsell
Suggestion Types
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#3 Final
Upsell
Suggestion Types
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#4 Below Cart Upsell
Suggestion Types
#5 In Cart Upsell
#6 On your receipt
Coming Soon in Thr!ve Online
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Suggestion FAQs
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Analyzing Upsells
New
LetsGet
Reports
9/10/20149/10/2014
Analyzing Upsells
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Analyzing Upsells
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Analyzing Upsells
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Analyzing Upsells
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Set up some upsells!
Review your upsell reports
See what’s most effective
Test different combinations
Track results & keep testing!
Analyzing Upsells
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Recommendations
http://venturebeat.com/2006/12/10/aggregate-knowledge-raises-5m-from-kleiner-on-a-roll/
of Amazon’s revenue comes
from its recommendation
engine
35%
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Items you previously ordered . . .
Other customers enjoyed with this item . . .
Recommendations
Coming Soon in Thr!ve Online
9/10/20149/10/2014
Take Aways
● Review menu layout & organization
● Add amazing descriptions
● Photos
● Add some upsells
● Review your upsell report & test changes