Despite all that has been done to simplify restaurant menus in the past few years, it appears there may be room to go further. Restaurant Business says that according to a newly published survey of 1000 consumers by U.S. Foods, the average restaurant guest spends nine minutes perusing the menu before ordering — and for the vast majority of guests, that is on top of the time they spend skimming the menu before arriving at the restaurant. Further, even though 82 percent of guests said they prioritize convenience when they choose where to eat, the average guest spends 23 minutes contemplating what to eat — not the most convenient way for guests to access restaurant food (or the most efficient way for restaurants to turn tables, either). So where is there room for change? Most consumers surveyed said they dislike QR codes and even more said that physical menus should be available at restaurants, so it sounds like the physical menus themselves still need greater simplification and clarity. The survey found that more than half of consumers said they still felt they had too many options to consider on restaurant menus, while 79 percent said they struggle to decide what to order. They key elements that consumers said they preferred on menus included clear descriptions that listed all ingredients, images of menu items, and prices, so you might consider these factors as a guide. In your on-site interactions with guests and in guest reviews, do you detect signs that your menu needs further simplification? Are guests confused by the variety of options, looking for ways to modify existing menu items, or struggling to find items in their price range? As you optimize your menu in the coming months, there may be opportunities to refine your options and make the process of ordering from you faster and more convenient. The pandemic has taught restaurants the value of generating new income streams, and virtual brands – which have been on the rise since the pandemic started and are presumed to continue their climb in the future – are an appealing way to do that for many operators. But as restaurants work to capacity to meet demand from their dining rooms and virtual brands amid supply shortages, how can they best keep everything running? At the Restaurant Leadership Conference in December, Wow Bao CEO Geoff Alexander said menu simplification could help. He suggested that while many restaurants slashed their menus early in the pandemic to ease the burden on staff, that approach could now help restaurants free up critical capacity by absorbing the work and production know-how that the discontinued items once required. If you’re looking to create or sustain a virtual brand, take a closer look at your existing menu and look for opportunities to trim and simplify what you offer. |
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May 2024
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