What does YOUR menu say about you?
So let’s talk about menu boards. What does yours say about you? Are you likely to change your prices? Are you based on tradition? Or are you serving an award-winning product? Your menu is the most important piece of signage/advertising you have in your store. It is at the point of purchase that your prospects are deciding whether or not they will become your customers. So what are the things to consider when creating an effective menu board that produces sales?
1. Pricing: There’s really no getting around it. Price is one of the biggest influences in convincing a potential customer to become a profitable customer. If you can’t competitively price your items, you won’t be able to survive in your chosen business.
2. In addition to competitive pricing, there is an element of customer psychology to the overall effect of the menu that must be considered when designing a new menu board. If you have a board with obvious interchangeable tiles for the price, a digital sign, or a chalkboard-style menu board, some customers will find you a bit wonky on the price of your product. Printed boards or die-cut vinyl decals eliminate this thinking, as the common perception is that vinyl and print are more difficult to modify and prices are likely to remain constant. Technologically advanced dashboards (such as LCD TVs connected to motion graphics computers) can pack a real PUNCH and pack a huge wow factor. Although easily changed (product photos, deals, and prices), the common reaction to these boards is amazement. Your prospect sees themselves as part of an experience, and because of this feeling, they may be willing to pay slightly higher prices. When considering backboard styles, you’ll also want to keep the atmosphere of the store in mind. A digital whiteboard in a dark and quiet restaurant is an obvious mismatch. Look for congruence with your interior decoration.
3. Cost of Changing Prices – Menu items often fluctuate in price and menu price changes may be necessary. When prices need to be changed, there is often a large expense in modifying or replacing menu boards. This can be overcome by switching to a menu board style that is designed for change without appearing to change frequently. One of my clients built a wooden frame (matches the interior of his cafeteria) that would accommodate 3 poster frames (purchased at Wal-mart). he was able to put together his menu for less than $200. He then contacted me about creating poster-sized menu boards that would fit into his store-bought frames. We were able to print the panels at Sams club photography department for around 8-9 bucks each. If you have any graphic skills in Adobe Photoshop or GIMP, you can design your own. So you could create a professional looking menu board for anywhere from $175 to $300.
4. Graphics – When my clients and I were designing our menu boards, we decided it was important to include some color to grab the customer’s attention and entice them to buy a product. We use photos of products and drinks (particularly shakes with whipped cream and fresh fruit), product logos of chocolate bars they use on their drinks, and color titles (red for hot drinks, blue for cold drinks). The images are eye-catching, and the titles break the menu into easy-to-read segments.
5. Variety of Items and Menu Placement – When designing a menu board, one should consider how many items to place on the menu. Divide the menu into categories, then into individual products. The most profitable items should be on the top left and the least profitable on the bottom right. If you’re in a hurry, you want the customer to see your most profitable item first, so they’re more likely to buy it. Another consideration is popularity. If you have a drink or menu item you’re known for, take an appetizing photo and use it as a focal point in the center of your menu.
For example, Wendy’s restaurants that have LCD menus will feature their “special” sandwich, such as the Applewood Smoked Bacon Cheeseburger, with a short looping video of the burger and bacon stacked on the bun as the smoke continues. coming out of the juicy meaty burger. That 3-4 second video entices the customer to spend more than five dollars on that particular sandwich.
6. Prizes – Put your prizes in the menu. If you were voted “Best Graphics Company in Michigan,” please include it on the menu. If you’ve won “Most Authentic Chicago-Style Pizza,” please indicate so in large, bold type. If you have won the award more than once, be sure to include the years you won it. Prizes are meant to remind customers that they have made a good choice in coming to your business and to persuade them to continue looking on the menu for something they like.