This is part two of a blog post explaining some of the recommendations that came from my time performing Market Research on menu design and psychology. Click here for part one. While I was working on gathering the information, there were a few nuggets that crossed my mind. Things that I’m surprised I don’t see more of in the restaurant space. For restaurant entrepreneurs, that aren’t heavily staffed, it certainly makes more sense to spend time perfecting the barbeque sauce or having outstanding customer service, than applying the concept of A/B testing. But there are some guys looking for ways to go higher, and aren’t afraid to invest in results, here are three of my recommendations below.
- A/B Testing – My marketing sensei, who taught me the basics of wax on and wax off, also helped me embrace process as a hedge against gaps in information. What’s the difference between Mom’s Apple Pie, and Grandma Gertrude’s Apple Surprise? Or a Bourbon St. Po-boy and a St. Charles Shrimp Poboy? Should the hamburger have sauteed onions or crispy onions? Who knows? How could anyone know, unless you test it? Rotating menu items, different menu names, placements, could make a difference of 4-7%, but in a low margin game, and in a possible inflationary environment, those points matter. Thomas Jefferson said, “The wise know their weakness too well to assume infallibility; and he who knows most, knows best how little he knows.” Embrace your lack of knowledge with an iterative process to help remediate those weak areas.
- Personalized Experience – While researching for the client, I came across the story of a restaurant that used technology and their loyalty club to incorporate the playlist of their patrons into the house music. How incredible is that? While it is still the aim to create an experience for the customer, so that the customer’s time in your establishment feels different and distinct from their own, I feel that increasingly there will be opportunities for segmentation to take place. For instance, beyond music, why not allow for safe pictures to be broadcast on various club screens? Or for defined customization of specialized menu items? (Showing my age here) The beauty of Cheers, the famous fictional Boston bar, was that it was the place where everybody knew your name. Twenty years later, that is already the goal of a ton of restaurants, but technology and smart decisions can help you get there.
- Social Media – Social media isn’t new, and it’s obviously being used by a ton of businesses. However, social media strategy should not be limited to an increase of awareness, the opportunity to make a snarky comment, or a forum for the public to air out its gripes. Ideally, for a restaurant, social media can provide a chance to translate patronage into a brand identification and experience. There are some great examples from mega brands, but the opportunity exists with smaller independent restaurants to embrace social media as a way for continued interaction. How often have I seen an Instagram video from my favorite restaurant explaining a change in the menu around an upcoming holiday? Or a Facebook post from my favorite dive that contrasts the quality in their ingredients with its competitors? It just doesn’t happen. Social media should be about more than posting pictures, it’s for telling a story about the company and brand.
Thanks for reading this. Quite honestly, these recommendations are the ones that came to mind, but I’d love to hear from others. An article I thought had great ideas can be found here. As a food enthusiast, I love conversations about what’s happening in the restaurant space. If you have any feedback, comments or think I’m way off base, please contact me.