5 Things You Probably Don’t Know About Restaurant Menu Highlighting

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1 – Restaurant Menu Product Highlights can work to slow the sale of a product if you’re not careful. HotOperator research shows that there are actually very few menu highlights that actually increase the sales velocity of a product on a restaurant menu. Not knowing how highlights work best can cost you in the long run.


2 – Restaurant Product Positioning will enhance your highlights, but only if you know what to look for. Restaurant eye movement charts are impacted by highlights, and so are menu sales and profits. Getting this part wrong can make dogs out of stars.



3 – Knowing which Restaurant Products to Highlight on a Restaurant Menu is very important. It’s not just about popularity, but instead, you want to focus on items that can become stars over time.


4 – Highlighting an Inconsistent Restaurant Menu Product will kill it quicker. Once a Restaurant Menu is properly highlighted, people will try those highlighted items more often. If the product is inconsistent or poorly made, it will drop off in sales very quickly.


5 – Restaurant Menu Highlights are not stronger than your serving staff. If you highlight a product you want to sell more of and your wait staff doesn’t like the item, it will never sell well.


Call HotOperator and hire them to review your menu. Call 1 800-316-3198 now, or contact them through their website, which can be found here.

Professional Restaurant Menu Design Engineering From HotOperator

The science of our professional menu design and engineering systems is what we call PHAN: Positioning, Highlighting, Anchoring, and Numbers.

1. Positioning.
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.

2. Highlighting.
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.

3. Anchoring.
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.

4. Numbers.
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

HotOperator Professional Restaurant Menu Design & Engineering 1-800-316-3198