This concept refers to aligning your menu with what the local market wants. It's about adding dishes that people in your area are looking for but haven't yet found a favorite restaurant.
Fortunately, you don't need to be a wizard to analyze this situation - you can get the necessary data using Google's Keyword Planner tool.
Using this tool, you can see the search volume for specific dishes in your area. For example, if people search for terms such as "best lahmacun in Kadıköy" or "stone oven pizza in Urla," there is unmet demand for that food in your area.
Adding these high-demand dishes to your menu can make your restaurant stand out in this area and expand your customer base.
Applicable Tip: Create dedicated web pages optimized with local keywords for these popular dishes. This strategy will help you attract new customers and make your restaurant's center of attention for that dish.
In menu engineering, it is essential to understand the profitability and popularity of each dish. Accordingly, you can divide your menu items into four categories using a simple table:
Your goal should be to review and improve these categories based on data continuously.
Research shows that people read menus in a Z-shape: They start at the top left corner, move to the top right corner, then diagonally down to the bottom left, and finally look at the bottom right corner. This layout knowledge allows you to place your highly profitable products strategically.
A well-written menu description can make a big difference. Instead of listing the ingredients, write detailed and enticing descriptions to whet the customer's appetite. For example:
Emphasizing freshness, locality, and craftsmanship in the preparation of the food creates a more appealing and delicious experience in the eyes of the customer.
Such descriptions can increase sales, and research shows that customers better appreciate the taste of dishes promoted in this way. In addition, phrases such as "handmade," "freshly pressed," or "from local farms" can increase the value of the dishes and make customer reactions to higher prices more positive.
Menu engineering is not a one-and-done job; it is an ongoing process. It is essential to update your menu regularly, monitor ingredient costs, analyze sales performance, and follow market trends. For example, a "Star" product may become an "Attractive but less profitable" product over time as ingredient prices increase or customer preferences change.
Also, train your staff strategically. Teach them how to promote high-margin products. For example, when a customer asks for a recommendation, your waiter might suggest something like: "Our grilled salmon is a customer favorite; it's fresh, from local farms, and pairs perfectly with our special homemade sauce."
A good menu strikes a balance between variety and simplicity:
By limiting menu variety, you can reduce costs, improve the customer experience, and create a fast and satisfying decision-making process.
The bottom line is that successful menu engineering is about making data-driven decisions. Instead of guessing, use accurate data to determine which items to highlight, rearrange, or remove. By constantly experimenting with menu layout, pricing strategies, or new dishes, you can stay ahead of trends and maximize your profitability.
Central Idea: Menu engineering is a dynamic and ongoing strategy. By constantly monitoring performance, refining your menu, and training your staff, you can keep your restaurant one step ahead of your competitors and always meet your customers' needs.
By implementing these strategies, you can transform your menu from a list of dishes into a powerful tool for increasing your profits.