How to upgrade the menu catering people must see 5 principles

Spring is here, everything is recovering and starting to enter a new round of growth, I believe many people, many companies have a new plan and vision.

Menu, but also to the starting point of the reform of many catering companies throughout the year. Spring, summer, fall and winter, the four seasons are different, as we dress according to the season will also move. Some of the catering products seasons are also obvious differences, then follow the seasons, to meet the needs of consumers in the four seasons is one of the points we have to adjust at any time.

For example:

Worrying about the slow turnover of customers' orders?

What about customers who keep saying we have nothing to order?

What about the hundreds of dishes you have to choose from and how to streamline them?

And so on ......

This is the closest to our consumers, direct consumption of a carrier, we in addition to the most important structural planning, design

Planning in fact is inseparable from the overall structure of our planning, which is to achieve our planning goals, to the consumer's presentation and point of selection path and experience of the important carrier.

Ze summarizes "how to upgrade the menu, the bosses must see the 5 principles." (For more planning articles, you can read Ze's previous article)

Principle 1: Who is it for?

Is your menu just your favorite style?

Is your menu just the way the designer lined it up?

Have we ever thought about who we are serving with this menu?

I often say that the menu is a silent salesman, then each product is not the same, the customer will have certain differences, and any business if you do not understand the "stand in the position of the consumer thinking", it is easy to fall into the self-high, try their luck.

Gourmet such a heritage of thousands of years, both heritage and innovative products, both regional differences and humanistic characteristics of the product, both civilian needs and banquets, dinners and other multi-dimensional spiritual needs of the product, it looks very ordinary in life, but has a million dry changes.

But remember a very key point is that I am for whom I serve, their radius of life, what preferences, what are the needs of the meal scene.

For example, I used to serve customers, some ten years have not changed the menu, this is the previous era of slow change, you and feel free to make money, the menu I saw really like back in the 8, 90s, and the menu in many places to turn over broken, think of the menu before is how unappreciated and loved ah.

There is also a customer's menu although it seems to have a very "machine tune - heavy metal wind", but the boss said "I like motorcycles, so the original advertising agency designed the menu seems to cater to my preferences, I also feel that this is not right", perhaps the boss of this change in thinking to find me to give him to re-design the menu planning.

We look at a comparison of the old menu with the new one:

For whom? This is something we know about our consumers and something we should never forget in our business.

Principle 2: The presentation of the menu?

Previously there are several catering people asked me "our home is a display, there is no menu, I learned the menu winning structure planning useful?" The menu is just a menu?

Is a menu just a piece of paper, a piece of electronic?

No it isn't.

Menus are a restaurant's brand expression, silent sales pitch, and profit model.

The form of the menu is just a carrier of multiple dimensions structured layout, the real meaning of the menu does not lie in the carrier itself, but in how to plan the carrier to carry the category, such as product structure, pricing, brand expression, the menu can have a variety of forms of expression, as long as you sell the goods, the actual meaning of the menu are there.

The array of containers in a hypermarket, the categorized index of an e-commerce company, the on-site array of products in your restaurant, etc., are all expressions of a menu. For example, we see the Wofu Lo-Noodle now array form of dishes, we go to the counter themselves to go over to the point of choice on the line, that long display case with dishes is its menu form.

But how to choose the menu form of expression, that is related to our business category, business, crowd, customer orders.

If we are fast food, light casual dining, then there is no need for us to make a thick and large booklet, if we are a banquet type of large formal dining, then it is less suitable for the cheap feeling of a single page, but also to consider the choice of our services and the path of payment.

Principle three: who is the main character of the product?

A book, a play, a movie, who is the protagonist, want to express the central idea is what, is the first thing we have to think about the main idea.

And the central idea of communication, often through the interaction between the protagonist and the supporting role of the relationship between the interaction and linkage into the consumer's mind and cognitive start, we can not remember so many roles.

So who is the main character on a menu? Who can represent the main character of the food and beverage category we do, seems particularly important.

Previously, we tend to be divided by cuisine, such as Sichuan cuisine in the famous dishes have Gongbao chicken, fish and meat, husband and wife lung slices, Dongpo elbow and so on, the famous Xi'an snacks in the meat sandwich, cold skin and so on, these dishes have heritage, representative, it is important that there is a wide range of mass awareness of the foundation, of course, there are now also a lot of products to divide the single product category, such as dumplings, dumplings, pickled vegetables and fish, and so on. How to choose our protagonist, first of all, we need to be clear about what we operate in the category? How is the trend? This trend can not be separated from the progress of the times and consumer changes.

The protagonist is generally also what we call signature dishes, pop-ups, only with the passage of time, the essence of our protagonist can remain unchanged, but also need to be upgraded.

I often talk to my friends about certain brands, they often say, their home how many years ago also often go, but these years did not go, feel that their home is always that a few products ......

Principle 4: How about product personality and connotation?

The product has, but how to attract consumers, or how to produce **** with the consumer's psychology, this is a problem.

We must not be too much like the appearance of people in vain, so how, how to shape our products into a unique personality, connotation, is that we as R & D people, the brand department must master the skills.

Another point here is that even if he is a very good product, the same should not be underestimated the ability to shape the value.

Again, for example, a beautiful woman, very beautiful, beautiful alone may attract what people?

If I tell you that this beauty is not only beautiful, and write a good hand, but also very independent thinking, love of the environment, do a lot of public welfare, etc., is not to see the real person is very like such a person? Her point of attraction to you is actually not just pretty, but an inner kind of like.

So the product a reason, to have personality, connotation.

Product personality, connotation in addition to product development, dishes on the menu how to show it?

Important 3 points:

1)Photo

2)Copy

3)Background

Photos should be shot out of the product's grace, sense of appetite, and the idea of conveying the personality of the style;

The copywriting can tell the consumer who I am, where it comes from, where it's good, and how it is different, and what benefits it gives to the consumer. When I first came to Beijing, a friend took us to eat a dish, other products are also very good, I can now only remember this dish, because he matched a very praise and very beautiful poem "Mouthful of lychee three hundred, do not quit long as Lingnan people"

Background is my cultural background, my honor background, to give the consumer to trust, reliable.

This is an interconnected world, a world that needs to speak out and communicate the good.

Principle 5: How to guide the design?

How to do guided design well, I think this is a very critical way of thinking about design.

Do you often see rows or columns of dish names, just like the playground standing flush with soldiers, in addition to the name is not the same, we simply can not tell who is who, however, the soldiers can also be close to see the looks, some of the menu dishes do not even have a picture of the hard to look at the details, guessing point, so that often 100 customers may have 99 kinds of different voices on the dish, the dish is still the same! The first is to make sure that you have a good idea of what you want to do.

Guidance design, which is an important design idea I put forward when I do menu planning, from the design of the surface there are three main points:

1) primary and secondary

2) size

3) line

Looks as if it were only a simple three-point, but in the design of the design needs to rely on the structure of the plan and the goal of the guide to design, so we came up with "no pictures," which means that the menu is not even a picture. That's why we propose "no planning, no design".