QSR April 2023

DEPARTMENT OUTSIDE INSIGHTS

The Design of Inflation Menus are hardly free and clear of the impact. Here’s where to start. BY TOM COOK

I t’s no secret inflation coupled with subsequent menu price increases are having a negative impact on restaurants. This is a result of con sumer reaction and changes in their behavior. Consumer traffic is declining and guests are trading down, creating less expensive orders. The result: slowing industry sales. There’s no silver bullet to remedy this situ ation. However, one way to blunt the negative impact of inflation and higher menu prices is through smart menu design. Specifically, in times like this, it is critical your menu strongly communicates value. A menu that clearly and compellingly explains value will help attract consumer interest in and attention to the qual ity of your menu items, and away from ordering by price. TURF Analysis. TURF, an acronym for Total Unduplicated Reach and Frequency, is a nota ble research instrument that provides two important types of consumer information: The shortest lists of menu items needed to satisfy the vast majority of your customers. The average number of items that each of your customers would find on that list that they

Inflation isn't just hitting guests' wallets; it's changing how operators present value on their menus.

might like to order. By understanding this information, you can simplify your menu by deleting some of your less popular items. This can benefit your menu design by freeing up valuable real estate for your more popular menu items. Here again, is where TURF comes into play. It can determine which of your core menu items drive customer loyalty. Conversely, TURF can identify your menu items that have little consumer appeal and affinity. Price Value Analysis. This analysis will determine consumer atti tudes toward the pricing of every item on your menu. It will identify the extent to which some of your items or categories of items are per ceived to be overpriced, reasonably priced, or great values for the money. You can use this data strategically to emphasize or deem phasize menu items and specific categories. As to menu design, your items that are considered great values for the money should be given more space on the menu and placed in the “hot spots” on the menu. Hot spots are where customers tend to look first and most frequently. To note, the hot spots are differ ent on an interior menu than on a drive-thru menu. “Signature”

Items. Place emphasis on impactfully communicating your pro prietary menu items. Consumers will be less price sensitive to your menu items that they can’t get anywhere else. Menu Recipes and Ingredients. These are another way to commu nicate value with your menu. Consumers view avocado, bacon, kale, aioli, etc. as premium quality ingredients that are worth pay ing extra for. Capitalize on consumer perceptions of these through impactful and appetizing visuals, copy and product descriptions, such as thick-cut maple cured bacon, hand-torn baby kale, and freshly made chipotle aioli. Brand It. Integrating your brand positioning and identity into your menu design is another means of strengthening your communica tion of value. By integrating branding elements, customers will easily be able to differentiate your brand from your competitors. q Tom Cook is a Principal of King-Casey. Established in 1953, King-Casey is a restaurant and foodservice business improvement firm. King-Casey provides strategic menu optimization advice and a range of services to help clients manage overall food and beverage offerings affecting their positioning, reputation, and business growth.

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www.qsrmagazine.com | QSR | APRIL 2023

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