Franklin, MA - The Moseley Group, a leading consulting firm in the food and beverage industry, has released its latest Whitepaper, this one dealing with how to drive profitability through menu board design.
The Whitepaper highlights an often overlooked and underutilized revenue driver for restaurants - how the menu board affects a customer's selection.
"A dizzying array of choices on restaurant menu boards can be overwhelming to customers, causing a missed opportunity to invite engagement with the core principles of the brand experience," writes Kristen Bailey, vice president of Moseley and the author of the Whitepaper. "Worse yet, this disconnection results in marginalized revenues."
Bailey writes that customers increasingly demand, "I want it my way,” so companies respond by expanding their offerings, adding more variety and allowing “made-for-me” customized products. "Although this activity is intended to improve guest satisfaction, it can actually have the opposite effect when the menu board doesn’t adequately convey an organized, intuitive expression of the offering," she writes. "The menu often becomes confusing and lacks an appreciation of the knowledge and interest level of the guest.
"Weak menu board design can be an unfortunate hiccup at the end of a lengthy new product development process," Bailey writes.
Moseley can assist companies in designing menu boards that are more inviting and intuitive for customers, and drive them to select choice items.
The Whitepaper is the second in a series of Moseley Whitepapers designed to advise various segments of the food and beverage industry on current challenges and opportunities.
It can be downloaded free of charge at the Moseley website.
The Whitepaper highlights an often overlooked and underutilized revenue driver for restaurants - how the menu board affects a customer's selection.
"A dizzying array of choices on restaurant menu boards can be overwhelming to customers, causing a missed opportunity to invite engagement with the core principles of the brand experience," writes Kristen Bailey, vice president of Moseley and the author of the Whitepaper. "Worse yet, this disconnection results in marginalized revenues."
Bailey writes that customers increasingly demand, "I want it my way,” so companies respond by expanding their offerings, adding more variety and allowing “made-for-me” customized products. "Although this activity is intended to improve guest satisfaction, it can actually have the opposite effect when the menu board doesn’t adequately convey an organized, intuitive expression of the offering," she writes. "The menu often becomes confusing and lacks an appreciation of the knowledge and interest level of the guest.
"Weak menu board design can be an unfortunate hiccup at the end of a lengthy new product development process," Bailey writes.
Moseley can assist companies in designing menu boards that are more inviting and intuitive for customers, and drive them to select choice items.
The Whitepaper is the second in a series of Moseley Whitepapers designed to advise various segments of the food and beverage industry on current challenges and opportunities.
It can be downloaded free of charge at the Moseley website.