How do you use menu psychology to cater to different customer segments?

2 Use menu engineering

Menu engineering is a technique that helps you analyze and optimize your menu performance based on profitability and popularity. It helps you identify your stars, plowhorses, puzzles, and dogs - the four categories of menu items based on their contribution margin and sales volume. You can use menu engineering to cater to different customer segments by strategically placing, pricing, and promoting your menu items to appeal to their desires and emotions.

4 Choose your words carefully

The words you use to describe your menu items can make a big difference in how your customers perceive and order them. You can use menu psychology to cater to different customer segments by choosing words that appeal to their senses, emotions, and values. For example, you might use descriptive adjectives, sensory details, geographic origins, or nostalgic references to make your dishes more enticing, memorable, or authentic.

5 Experiment and test

Menu psychology is not a one-size-fits-all solution, but a dynamic and ongoing process. You need to experiment and test different menu options, variations, and strategies to see what works best for your restaurant and your customer segments. You can use various methods, such as surveys, feedback forms, sales data, or A/B testing, to measure and evaluate your menu performance and customer satisfaction.

6 Keep learning and improving

Menu psychology is not a static or fixed discipline, but a constantly evolving and changing one. You need to keep learning and improving your menu skills and knowledge to keep up with the latest trends, research, and best practices. You can use various sources, such as books, blogs, podcasts, or courses, to learn more about menu psychology and how to apply it to your restaurant and your customer segments.