The science of our professional menu design and engineering systems is what we call PHAN: Positioning, Highlighting, Anchoring, and Numbers.
Eye movement and menus have been studied for decades. At HotOperator, we use the latest techniques to make sure we position your best items in the hottest spots on the menu. Just as your restaurant is all about location, so too are the items on your menu.
When you were in school, and you got the teacher's book and she had some stuff highlighted, did you pay attention? It's the same for the customers in your restaurant. When a patron comes in to your restaurant, he or she is trying to decide what's good to eat at your restaurant. We help by calling attention to certain items over others.
The one time a person is most likely to purchase the most expensive item on a restaurant menu is the day he or she buys a house. The thinking is: "I'm already hundreds of thousands of dollars in debt," so that makes everything on the menu seem inexpensive by comparison. One of our techniques for helping your customers get over their price blocks is by using simple comparisons.
There is a lot of research that shows consumer behavior doesn't change unless there is a noticeable effect on price. So $5.29 and $5.49 is essentially the same number to a consumer. Knowing that, we can help you price your menu for maximum plate contribution without upsetting the delicate balance with consumer behavior.
There is a lot that we can do to enhance your menu. Most important from your perspective is the reassurance of knowing that our staff is all trained in these techniques and ready to help you grow your business.
Two Ways to Grow Your Business
There are only two ways to grow a business. One way is to get your current customers to buy more and more often. The other way is to get more customers. HotOperator offers programs to help you do both. Our system is unique in that we start with the engineering process to build your menu and increase foot traffic. We're the only company using your most important information as the basis for building your brand story.
Your Best Five:
Once the menu-engineering is complete, you'll have a better understanding of the items that provide the best plate contribution. HotOperator recommends developing your own point-of-purchase materials to enhance the sale of these important offerings. We'll help you choose your best appetizer, three or four entrées, and a couple of desserts to put on table talkers. These materials can be coordinated to match your brand essence and will stimulate purchase. (Samples)
HotOperator is a menu-engineering and design team that was built out of an advertising agency. Our credentials include more than 20 years of experience building traffic for restaurants, manufacturers, and distributors.
HotOperator Professional Restaurant Menu Design & Engineering 1-800-316-3198