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Why is Menu analytics getting so popular?

[fa icon="calendar"] Nov 13, 2017 5:07:07 AM / by Rama Krishna (RK)

Rama Krishna (RK)

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Would it surprise you if I tell that data is the most critical ingredient in today’s restaurant business? Food and restaurant tech has grown over the past few years, with customers becoming the no. 1 adapters to apps like Seamless, Doordash, Delivery.com, etc.

In the era of extreme competition, where time is of the essence, restaurants, especially quick service restaurants are increasingly turning to data analytics to reduce costs, increase revenue, and get better ROI.

Now, big chain brands like, Starbucks and McDonald’s are creating their services, launching apps that shoppers can use to pre-order and pay for their shopping list before entering the store. It’s an industry where time is money, where margins are small, but volumes are vast.

In today’s digital world, electronic transactions have unlocked the sluice gates for restaurants looking to utilise technology to help sustain business and increase customer loyalty. There is a data flow at two levels from the customer and the restaurant; where the focus is on analytics and understanding consumer behaviour over just simplifying the procedure be used for macro and granular analyses.

Those days are gone when restaurants used to fill in all their data in Excel sheets. Most of the restaurants are upping performance by using insights from advanced analytics in primary areas.

It all starts with Menu Analytics

Analytics in restaurants is no more an option. It might surprise you that how using few colours, adjectives or particular fonts in a menu can increase sales.  In a recent study, people showed more interest and ordered the food items that were highlighted or were in a different colour font.

Restaurant owners can drive up a restaurant’s profitability by using analytics to optimise their menu which can be seen within six months. Your restaurant operations can be strained because of a too broad menu by slowing down your service.

You need not necessarily narrow down your menu which might affect your sales and other add-on opportunities but can plan your menu more systematically using data analytics which is popularly known as ‘Menu Engineering’ for – satisfied dinners and maximum profits.

Restaurants can also now analyse menus to authenticate the fastest moving dishes or customise coupons for their favourite customers. Implementing advanced analytics in the restaurant industry leads to a 3:1 ROI. Restaurants can use advanced text analytics to increase even “off the floor” actions.

Data analytics can help to improve the overall customer experience or maybe for QSRs to deliver their food faster. Analytics also can bring down food wastage by forecasting product usage and adjusting purchase, accordingly.

Restaurants Can’t-Miss Out On Analytics

The use of consumer analytics has been proved to be a necessary and powerful selling weapon for decision and buying choices. Seamless is the most prominent example of utilising customer analytics. All of us know when you purchase food on Seamless, you will see a feature that would give you product suggestions you might be interested in, which triggers the customer's interest. Similarly, DoorDash offers viewing suggestions based on your past orders and what's currently popular. These selling tools help to keep the customers engaged and encourage them to make another transaction.

And they unquestionably keep people happy by providing new content that the customer appreciates and desires to engage with. Restaurants should be utilising these features to find out how to better sell to their consumers. As a manager of a restaurant,  you could look through a customer's order history and understand what they came back to order.

If you’re planning a refreshment menu, you can look at what drinks people order with certain foods or shared plates. This could empower you to suggest wine pairings with meals to further engage customers and increase check averages.

Analytics Can Improve Back-Of-House Costs

New technology companies are looking to enhance how restaurants function off the floor as well.

There are many places where restaurants can lose out on potential profits. Some potential profits are lost at the table, by not taking the opportunity to sell more product. But some of that is on behind the scenes too, with how a kitchen may order it's produced, or spend time preparing dishes that don’t sell or tracking inventory.

Restaurants that track their business through analytics see many benefits. And there are a lot of areas a company can focus on to improve its services and create more sales. Analytics is a tool that can separate failing restaurants from successful ones. The information is there for businesses to use, but it’s up to them to take advantage of it.

Conclusion

The above are a few of the bonuses of using menu analytics in the food industry. The functioning of almost all the units of a restaurant can be improved extensively using this new technology. Analytics supports to recognise and plug holes that are bleeding profits; it can help promote service or drive up sales by quicker delivery of food and can improve your kitchen run more efficiently.

Topics: analytics for restaurants, data analytics for restaurants, restaurant analytics solutions, menu analytics for restaurant, staff analytics, menu analytics

Rama Krishna (RK)

Written by Rama Krishna (RK)

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