Study suggests hospitality operators menu influence ‘ever-decreasing’

Two in three polled said they only read the full descriptions of up to five menu items
08/08/2017 - 09:28
Research on the decision-making habits of restaurant diners when selecting from a menu has been carried out by specialty hospitality researchers Elliotts.

Findings from the 270 customers surveyed revealed that 75% found something they would consider ordering within two minutes, with 65% arriving at a final decision 60 seconds later.

63% of consumers admitted that they judge what a venue is like by reading its menu ahead of their visit while 60% said that they would be more likely to order a dish they have had before in a previous dining out experience.

Elliotts chief executive, Ann Elliott, said the research indicates that the window of opportunity operators have to influence customers is 'ever-decreasing'.

“Competition amongst hospitality operators remains fierce and if that wasn’t bad enough, operators now have to contend with increases in the living wage, food prices, business rates and rents.

“As a result, restaurant and pub operators need to consider innovative methods of increasing profitability without passing these costs onto their customers.

“The role of the menu within the wider customer journey is the key to getting this balance right, however, not enough operators are developing their menus with profitability in mind and therefore missing an extremely lucrative trick.”

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