For a long time, a restaurant’s menu has called to mind a physical booklet. Printed menus are still a staple for many but today’s customers can also pull up a photo of your menu from a restaurant review, scan a QR code to access your online menu or scour delivery apps to discover your menu items.
With nearly one third of eaters ordering food online today, your delivery menu is often the first touchpoint customers have with your restaurant. That makes it a golden opportunity to win over customers and drive higher revenue on delivery orders!
In this blog, we'll explore how to enhance your restaurant's digital and delivery menu to boost sales and provide a more engaging customer experience.
We know what you’re thinking. Why should your digital delivery menu be any different from your dine-in menu? Unlike in your restaurant, your digital menu is only one of many options on delivery apps. Customers are often overwhelmed with choices, from endless cuisines to a million and one add-ons.
How do you make sure a potential customer chooses your restaurant to satisfy their cravings? Let’s just say that a little goes a long way to amp up your menu.
Here’s what the data shows.
The good news is, it only takes a few tweaks and customisations to ensure your delivery menu stands out from the competition. Let’s dig into it.
First, let’s talk pricing. There are many ways to design your menu pricing. The goal is to create a well balanced menu that accounts for food cost and profit margins.
Based on where your restaurant is located, who your target customer is and how industry costs are faring, choose the pricing method that best suits your business:
Food Cost Percentage = (Beginning Inventory + Additional Purchases – Ending Inventory) / Food Sales
Ideal Profit Margin = (Menu Price – Food Cost) / Menu Price
Since delivery incurs additional costs such as third-party commission fees, delivery and packaging costs, consider establishing a minimum amount for orders within a set delivery area. You can also opt to use your own online ordering system like Direct Orders to reduce costs and maintain consistent menu pricing.
For better quality control, choose only a select number of items from your menu for delivery service. But variety in your menu is often key to encouraging more orders, so consider an order management software like Otter that allows you to pause stores temporarily, auto-accept orders and send orders directly to the kitchen.
What is menu engineering? Menu engineering is the science of maximising returns on your menu. Not only can menu engineering help you draw attention to higher value items and upsell extras, it’s also a great way to reduce food waste. This also applies to your physical menu, but when digital menus are so dependent on first-page impressions, menu engineering can give you the edge!
To do this, you categorise menu items using a tried-and-tested matrix of profitability and popularity. Think stars, puzzles, plow horses and dogs. We’ll explain.
Once you’ve analysed your items with this point-of-view, it’s easy to decide what stays and goes in your menu. It also gives you more insights into which menu items need your attention.
Your digital menu is your virtual storefront so you want to make sure it’s clear and easy to navigate. Mimicking the way you organise your dine-in menu will help potential customers know exactly how to order.
With the need for frequent and granular updates on end, managing your menu is a tall order. That’s where you can leverage a menu management tool to help you master your delivery menu.
We all judge a menu by its cover—especially when we’re hungry! We’ve established that restaurants that use images in their menus not only get more orders, they show up more often on delivery apps. Here’s how to stand out from the crowd with the power of visuals in your menu.
In 2023, every restaurant is rocking professionally taken food photos, perfect lighting and all. So how do you stand out?
Research shows that colour improves brand recall by 80%, so use bright, bold colours that’s relevant to your brand to be featured in the background. You also want to feature your restaurant name or logo in images whenever possible.
Not only will you be stopping a customer’s endless scroll on delivery apps, you’d build awareness for your restaurant so they remember you for their next order.
Now that you’re close to perfecting your menu, what’s next? You change it!
We know how counterintuitive that sounds. Your menu is a constant work in progress so change will need to happen often, but the beauty of digital menus is that everything can happen in just a few clicks. But when should you be switching things up?
Keep an eye on your delivery performance to watch out for dishes that are no longer performing and do a little housekeeping to keep your menu healthy. Pro tip: Our insights tool provides actionable analytics so you don’t have to dig through multiple reports to find these.
On a more exciting front, you want to adjust for seasonality or trend changes by creating special menus from time to time. For example, a family roast for the holidays or cocktails for Mardi Gras will be eye-catching additions to your regular menu.
Not all change is about dishing out new items! Running promotions is also a great incentive for more customers to order from your restaurant and can help boost your chances of showing up on the front page of food delivery apps like Uber Eats and Just Eat. We can’t stress enough the importance of this, especially when 80% of delivery orders happen on the first page.