to improve the restaurant business, these recipe design methods must be mastered.

restaurants make new recipes and dishes is nothing more than the opening of new stores or the listing of new dishes. In order to promote new dishes to customers and increase restaurant turnover, quite a number of restaurant recipes are often designed like this: this week's popular sales champion, so-and-so recommended dishes, and dishes you regret if you don't eat them. Such gimmicks are effective in the promotion of new products. However, many restaurants did not pay attention to the promotion efforts, and the recommendation space took up a large proportion. It causes consumers to have difficulty choosing when ordering, thus increasing the ordering time of customers. This is for the restaurant in Mentou Ruoshi: one more minute to wait and one less table of customers. If you don't have a good grasp of recipe design, you can go to a professional recipe production company to find a solution.

earlier, we compiled and shared an article entitled "Why do booming restaurants choose this type of menu?" The article mainly describes the impact of the choice of menu covers on restaurant business, and also mentions some problems that menu design should avoid. In this article, we will continue to share our experience: how to design recipes to increase the profits of the restaurant.

1. Recipe design needs to conform to brand positioning

(1) The content of the menu should have brand stories. Customers will watch the menu before and after ordering. Customers can have a profound understanding of the restaurant by watching the relevant stories of the restaurant. This kind of story plays a positive role in the brand packaging marketing of restaurants. Once customers have recognition and trust, they will not change easily.

(2) Recipe design and recipe production should have brand image

When marketing is aimed at people with higher consumers, it is necessary to create a brand image. The brand image that the restaurant gives to consumers mainly comes from: dishes, decoration and services. As the presentation point of dishes and decoration, the menu needs to contain the decoration elements of the restaurant and also be suitable for the style of dishes. When customers get the menu, they will have the most intuitive experience in touch and perception. The better the experience, the more it reflects the strength of the brand in the hearts of consumers.

2. The menu design requires a reasonable menu layout.

marketing follows pyramid or funnel theory. The recipe also needs to learn from the theory in the concept of content design. Reasonable dish structure can sort out and distinguish the consumer groups, and can also do a good job in restaurant positioning and later marketing activities. The pyramid model has been classified: the top is the dishes of representative items planned by brand positioning, generally not too many, 1-2 dishes are enough; According to the concept of matching sales to increase the unit price of customers, it is also necessary to strengthen customers' awareness of side dishes in this brand area. Next, there are dishes in the profit area. The last is the flow of dishes. These dishes will bring a lot of traffic through unique prices or some features.

3. The menu design pays attention to the high and low matching of dishes.

many restaurants have a problem, that is, when the number of customers is large, the serving speed is generally slow, especially some of the main dishes. The restaurant can combine the main dishes, high gross profit margin, high color value and the fastest-produced dishes according to needs, so as to improve the quality of the main dishes and ensure public praise. The high-value dishes make customers feel that the meal is cost-effective, the fast-produced dishes can improve the turnover rate, and the high gross profit dishes can increase the overall revenue of the store.

4. Recipe design does not necessarily require the creativity of Tianma Xingkong

this area is mainly aimed at the theme category of the restaurant. For example, children's restaurants make recipes into test papers, or animation restaurants make recipes into three-dimensional appearance, which is small, exquisite and eye-catching, but this irregular menu design and binding cost is relatively high. Ordinary restaurants should pursue practical, durable and renewable recipes. According to different customer groups and different main dishes, the purpose of the menu is to publicize and drain. At the end of the day, recipes only serve as icing on the cake, and what really retains customers is the taste and service of the dishes.