As you well know your restaurant must be different from your competition so that your customers prefer you and not them. More of the same has no place in the market.
So far you will agree with me, right?
Now if we talk about card design the thing is not so clear, because the designs are not only very similar but also I see a common denominator very worrying.
The cards do not get all the profitability they have!
You have to know that a letter helps you sell and increase your sales. A letter must fulfill the role of seller. Do you think your letter is selling for your business or is it just informing your customers what you offer?
In my book of gastronomic marketing I explain it widely, but I would like to leave you this reflection.
To sell you don’t have to inform, you have to influence the buying decision process of your client.
Letter design is a serious issue:
- It is so serious that to design letters there are a series of studies carried out by experts from all over the world, in universities, etc.
- Did you know that even the prestigious Cornell University has done studies on how the sign of money affects letters?.
- They have studied the best endings (0, 5 or 9) and analyzed customer behaviors when looking at the letter.
- A letter cannot be done under intuition.
- The design of your letter can not be left alone in the hands of your designer.
- Restaurant menus are not designed to anticipate the client, or to influence them to choose what interests us most as a company.
Designing a letter is a serious topic that takes hours to study, analyze and learn.
But not everything has to be so complicated for you, because after working 10 years in different types of restaurants and taking another 10 training thousands of students and consulting clients of very important companies, I have managed to create my own method of creating profitable , attractive and influential letters in your customers.
Everything I have learned I teach in my Diploma course in Gastronomic Marketing .
Attracting customers to your business is a complicated task that you have to take to caba day by day.
With all the effort that this entails, you cannot afford not to make your visit profitable.
Because it is not the same to have an average ticket of € 18 that € 21 these € 3 difference, if you multiply them by the number of customers you have per month.
How much money are you stopping earning daily for not having an attractive and effective card design?
Sometimes we are not aware of the mistakes we make in our business, so I want to show you some of the worst mistakes in the design of restaurant menus.
The deadliest mistakes when designing a menu in a restaurant are:
- Do not use the letter as a marketing and sales tool.
- Do not design the letter with the most profitable products in mind.
- Not knowing the most profitable dishes .
- Not knowing that customers do not read the letters, they scan them (as you are doing with the article)
- If you knew the time that the client dedicates to your look at your letter you would know that it is not effective.
- Make an endless list of dishes (the customer when he goes for the number 10, not even remember the first one!)
- Make product listings highlighting the price above how appetizing you are going to order.
Not understanding that the menu should be agile reading, it is not a book! - Not knowing where the customer makes the purchase decision.
- Do not make unprofitable dishes.
- Not knowing the engineering of menus to analyze the behavior and performance of the dishes on the menu.
- Not being able to make location decisions for dishes on the menu, not knowing which ones are more popular and more profitable.
- Do not use the eye tracking on the letter to sell what interests you .
- Do not use neuromarketing on the letter to increase your profitability by 30% .
- Not knowing how to set prices in a correct way.
- Do not put the products that the market demands.
- Put the same products as all the competition.
- Not having a restaurant with a defined concept is having a menu without a soul.
- Put the dishes that the owners think they will like but without real knowledge.
- Worse, than the cook / owner, he thinks he knows how to cook and his letter is awful.
- Do not put dishes for children.
- Not having a letter for children.
- Not knowing how to sell dishes on the menu for children.
- Do not see children as a target to attack.
- Not having paid attention when making the letters, until this post.
