Definition:
Menu merchandising can also be defined a process of creating a menu and its advertising. Menu is a tool for marketing for a catering establishment and it helps to increase the profit in sales.
Why one should focus on menu merchandising:
- The success of any catering establishment largely depends on the way the menus are planned and designed.
- Studies have revealed that an average guest spends just two minutes reading the menu. Considering these two minutes must be sufficient for guests to decide upon the menu items.
- The menu also helps guest to calculate how much they would like to spend for food and beverage.
The most common ways of menu merchandising:
- Menu is merchandised by the floor stands or boards which are located at the entrance of the catering establishment so that the guests entering the restaurant can make their viewpoint as well as those waiting to enter establishment are aware of the same.
- Some hotels have their special menu displayed in the lobby or in the corridor where there is a lot of thoroughfare.
- Some establishments have posters made regarding special menu items which are displayed in the reception area or in the elevators where they are kept in eye level for better impact.
- Different kinds of wall displayed are mostly used in fast food outlets which give a visual display of the food as well as the beverage being served.
VARIOUS POINTS TO BE CONSIDERED WHILE INCREASING THE MERCHANDISING VALUE OF THE MENU
- Resolution images of dishes: Now a days, menus have been made more attractive with better resolution images to make the customer eager to the taste the dishes.
- Theme: the menu is prepared considering the theme of the restaurants, which is generally made with paper and may be given various effects for e.g. a leaf of a plant can be used as a merchandising. In some theme-based menu cards, menu is written in the regional language but translation as well as description should be proper so that the guest knows about the dish before it is ordered.
- Legible: this means that menu should be easy to read. The font size selected should be proper and be neither too big nor too small but easy to understand.
- Presentation: the menu items should be properly described so that the guest knows what actually would be served. It should also focus on modern trends and reflect the expectations of the guest.
- Format: the format of the menu should suit the contents of the menu. Such as different sections for each course for better knowledge of guests, a separate wine list is more advisable, a beverage menu, especially alcoholic drinks should be separate from the food menu because those who do not drink, they can feel offended.
- Size of the menu: the menu should be as short as possible because too elaborate menus make the guests confused; having a long menu reflects poor merchandising policy.
- Easy to change: even the most carefully planned menus must be changed on a timely basis. Some times change in price and drop of some items for a variety of reasons.
- Form: earlier, the menu of the day used to written on a black board with chalk. Now a days, various forms of menu cards are used. Some restaurants or properties use tent cards, or placements as menu card.
- Types of operation: the menu design must watch the size and kind of equipment, their capacity and also the skill of the personnel.
- Merchandising effects: the menu is designed to sell the items that are the specialty of the hotel or an item that can be served fast and is profitable.