The menu board is your strategic friend.
Often we look to promotions and new product offerings to drive new sales, and yes these can definitely have a huge impact on your bottom line. However a strategically sound menu board optimization can generate significant returns on investment.
Your menu boards are the most important graphic element within your QSR restaurant and are critical to overall sales at the point of purchase. A good menu board strategy, identifies and prioritizes a brand’s desired business objectives. Do you want to focus on upselling by getting customers to add on to their base order? Maybe you would like to highlight your healthier options, or perhaps you’re looking to shave precious seconds off the order process to increase thru-put. No matter what your business goal, an optimized menu board can help achieve it.
A good menu board design in terms of organization and information, focuses on the center area of the menu board. Research and sales analysis tells us there is a ‘hot spot’ here that naturally draws the consumer’s eyes and interest. Placing the most popular and frequently ordered items in this area ensures hungry patrons find them faster. Combine that with placement of what you want the consumer to see next. Add big, bold and highly appetizing food photography. Address your pricing strategy and use minimal written descriptions and the result you get is critical in helping customers navigate the menu. This process also assists faster decision-making.
Research shows that 56% of customers can be influenced by the menu board at point of purchase.
Ineffective menu board design.
Effective menu board design.
Keep Customers engaged with a redesign.
Most loyal repeat customers are creatures of habit and tend to only order the same few items at any given QSR restaurant. After a while they just stop seeing the other options on your menu board. They are busy and distracted so even a good menu board design needs to be refreshed or updated to keep customers engaged. It can give the impression that you have something new to offer even if you don’t.
Ultimately, if your communication doesn’t change over time, even if it’s great, it becomes tired.
Ball Retail’s client Opa! of Greece was struggling with slow order times from customers and they wanted to increase their average cheque.
After Opa! had defined their business goals for us, Ball Retail did a rigorous review, through our Reshift Process, of product sales data to understand what items were selling in different regions and then analysed those sales against the design of Opa’s old menu board design.
With business goals and analysis in hand, Ball Retail was able to provide Opa! with a new menu board strategy that actually removed some items from the old board in order to de-clutter customer options. We created a new higher price point section called Opa! Meals in the ‘hot spot’ and emphasized beverage items for add on sales.
The result, Ball Retail provided Opa! of Greece with a newly designed and optimized board that increased sales and reduced consumer order times immediately.
Hayley Ballinger – Principal & Creative Director
Gathering and analyzing critical information is how Hayley oversees all creative execution for best results.