Menu design hacks to maximize your restaurant’s value

In the hustle and bustle of opening a new restaurant, one of the pitfalls that new owners often fall into is the “discount trap.” The logic is simple: offer lower prices or specials to attract customers. While it seems like a logical step, it’s a short-term tactic that often leads to long-term problems.

Skip the article and turn takeaways into action by scheduling a call with our team.

Imagine this: You’re passionate about the dishes you’ve created. They’re made from locally sourced ingredients, prepared with care, and they taste phenomenal. However, in an attempt to quickly attract customers, you decide to price them lower than their real worth. This does bring in some foot traffic initially. But then, a trend starts to emerge. Customers wait for discounts, or they begin to perceive your food as “cheap.” Instead of being known for your culinary excellence, you’re now the “cheap eat” in town.

This is a frequent mistake in the restaurant industry—charging based on what they think people will pay rather than the true value of the food and the experience they’re offering.

The real essence of value

Now, let’s shift the lens a bit. Value is not about the lowest price. It’s about what the customer gets in return. If you’ve traveled, you might have experienced dining at a restaurant where the prices were high, but the experience, the ambiance, the service, and of course, the food, made every penny worth it. That’s value.

Crafting true value

You cannot increase prices without giving your customers a perception of higher value. How do you achieve this? Not by compromising on quality or cutting corners, but by enriching the experience you offer.

Here are some quick and easy ways to to increase the value of your brand:

Physical menu presentation:

• Quality Matters: The quality of your menu can say a lot about your establishment. Investing in a higher-quality cardstock for printed menus can immediately elevate the customer’s perception.
• Aesthetic Appeal: A well-designed menu with clear, appealing graphics and easy-to-read fonts can enhance the customer’s experience. It shows attention to detail and professionalism.
• Highlight Local Partnerships: If you source ingredients from local farms or vendors, mention them on the menu. This not only shows support for local businesses but also assures customers of the freshness and quality of your ingredients.
• Showcase Housemade Items: Emphasize items made in-house. Whether it’s a special sauce, bread, or dessert, letting customers know about these unique offerings can enhance perceived value.
• Telling Your Story: Every restaurant has a story. Sharing the history of your restaurant, the inspiration behind it, or the journey of its founders can create a connection with the customer.
• Introduce Your Team: Give your customers a glimpse behind the scenes. Introduce them to the chefs, servers, and others who play a crucial role in the dining experience. This humanizes your establishment and can create a stronger bond with diners.
• Creating Exclusivity: Offer certain dishes or drinks that are unique to your restaurant. Limited-time offerings or signature dishes can make customers feel they’re getting something special.
• Feedback and Improvement: Always be open to feedback. Use it as a tool for continuous improvement. If several customers mention that a particular dish is overpriced, consider reviewing it. Similarly, if a dish is praised consistently for its excellence, it might have room for a slight price increase.

Outside of the physical menu, you have several tools at your disposal to increase the value of your brand as well:

• Ambiance Matters: Ensure your restaurant’s ambiance matches the dining experience you aim to offer. Lighting, music, decor, and seating can all play roles in how customers perceive value.
• Consistent Training: Regularly train your staff, ensuring they understand the menu, the story behind each dish, and the overall mission of the restaurant. A well-informed staff can significantly enhance a diner’s experience.
• Engage on Social Media: Social media platforms offer an excellent opportunity to showcase your dishes, share behind-the-scenes looks, and engage with customers. Regular engagement can help build a community around your brand.
• Foster a Sense of Community: Organize events, tastings, or themed nights. Collaborate with local businesses for joint promotions. Not only does this offer variety to your regular customers but also broadens your reach.

Value creation is an art, and like all arts, it requires dedication, understanding, and a dash of creativity. The restaurant industry is vast, and standing out requires more than just good food. It’s about crafting experiences, stories, and memories. As you embark on this journey, remember that every decision should resonate with the core values of your brand. Only then can you truly create unmatched value and thrive in this competitive space

Click below to download our Value Creation worksheet, providing you with the framework we discussed here.

Want a simple way to level up your restaurant operations? Yelp Guest Manager, a software solution that allows customers to check themselves in, handles waitlists and reservations, and much more.

Restaurants that start using Yelp Guest Manager experience up to twice the traffic on their Yelp Business Page.* Get a demo today!

Fill out the form to get the Value Creation worksheet