If you read ‘Why every restaurant is suitable for food delivery’ on Wednesday, you may remember that one of the tips we shared was to optimize your menu so it works better for delivery.
Today we’re going to expand on that a little with 5 simple tips. Actionable ways you can adapt your restaurant menu to better serve delivery.
Here we’re talking the actual menu and not the dishes you serve. Both are incredibly important but adapting dishes is something we’ll cover another time.
If some of your dishes use fresh ingredients that will quickly degrade, pack them separately and show the diner how to combine them upon delivery.
A popular example of this is Vietnamese pho soup. It’s a complex dish that uses fresh herbs and garnish that don’t travel well. Many restaurants will package the ingredients separately and then include simple instructions for the diner.
That way, everything arrives fresh and in good condition and the overall effect isn’t lost.
Have high margin items at the top of your delivery menu
Placing the highest margin items at the top of your delivery menu should translate into more orders for those items. As long as they are easy to make and travel well, your bottom line should increase accordingly.
You can use the same method for special occasions, seasonal specials and other incentives you would usually run in your restaurant.
Paint pictures with your words
Using emotive descriptions on your menu can help diners visualise what they will be eating. The more delicious you make it sound, the more likely they are to buy.
Just be careful to not go over the top. If you must use images, make sure they are of a very high quality. Just remember Gordon Ramsay’s famous saying, ‘never eat somewhere with pictures on the menu’.
Emphasise fresh and local
Fresh and local ingredients have been a food trend for almost a decade but since the pandemic, the desire to support local producers has grown exponentially. Use that on your menu wherever possible to reassure diners that you’re supporting local producers as well as reducing air miles.
Like the descriptions, don’t go over the top. Just mention it on your menu that you source locally wherever possible.
Use A/B testing
A/B testing is where you produce two or more menus and distribute them to different audiences. Depending on take-up, you can then assess which one works best. Never be afraid to test your menus.
You can slowly refine menus as you go to build on what works while eliminating what doesn’t. Marketers use A/B testing all the time and restaurants can too.
This is especially easy as Buzz-it lets you control your menu and change it whenever you like. You could run one version for a couple of weeks and change it to another. Check the volume of orders and any comments and refine the menu as you go.