Monthly Tip to Maximise Your Profit
View archives
July 1st, 2003
Recent research suggests that by using words that
evoke favourable associations with food, sales can be increased
by over 27 percent!
During this research, regular diners were presented menus which
contained items with no descriptions like ‘grilled chicken’
and others with added descriptions like ‘succulent roast beef’.
Not only did diners purchase the descriptive items more frequently,
they also rated them as being of higher quality and better value
than did customers who ate items with ‘plain’ labels.
Descriptions such as “snappy” carrots and “buttery” pasta that
referred to the texture, taste or smell of a menu item were
found to be the most successful sellers.
Menu Du Jour’s menu copywriter insists that restaurateurs should
resist using descriptions that unjustifiably inflate an eater’s
expectations. He says to beware of the temptation to label yesterday’s
goulash as `Royal Hungarian Top Sirloin Blend’! It will generate
first-time sales, but they may be the last!