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The next part of the science of our menu 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 like 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 teachers' book
and she had some stuff highlighted, did you pay attention?
It's the same for your customers in your restaurant. When
a patron comes in to your restaurant they're 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 thing on a restaurant menu is the day they buy
their house. The thinking is they're 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.
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Test Your Menu Online
Take a few moments to see how well your menu holds up to the profitability test.
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