We may be taught not to judge a book by its cover, but consumers do judge a restaurant by their menu, and with the evolution of technology it has never been easier for them to get their hands on yours.
Effective communication needs to take place at every single stage of the customer journey, from researching a restaurant online, to sitting down at the table. The menu is often the first communication that your restaurant will have with a potential diner, with 85% of consumers viewing menus online before deciding where to eat.
So how can you ensure that yours is communicating the right message?
Aside from the menu content itself, the transparency and user experience of a menu sends a message to your diners. Can they easily pick out allergens and dietary requirements? Is your nutritional information on hand should they require it? Is your menu optimised for viewing on a tablet or smartphone?
By making your menu’s transparent and optimised for multiple digital devices you’re engaging with your consumers and giving them the power to eat with confidence.
Rosetta Consulting has found that engaged customers make a purchase 90% more frequently and spend 60% more per transaction, so engaging with your customers from the start of their customer journey can be lucrative.
So your online menu’s are optimised, user-friendly and informative. What about your in-house menus?
The ‘FreeFrom” food market has increased by 72% in the last 5 years, with Mintel predicting it to be worth a massive £673 million by 2020. A new generation of health conscious consumers, coupled with a greater awareness of food allergies and intolerances, has led to gluten-free menu listings increasing by 300% since 2011. Are you effectively marketing your free-from choices?
Communicating your allergen information clearly on your in-house menus demonstrates your awareness of food allergies and makes food allergy sufferers feel more confident eating at your establishment. 54% of allergy suffers believe that “restaurants do not offer sufficient information or support to allergy sufferers” so make sure your restaurant stands out to this growing group of consumers, by being an establishment that offers diners allergen information at their fingertips.
Customers with a positive eating experience are more likely to return and with the free-from market growing this is a client base that you can’t afford to turn away.
For more information about the free-from revolution check out our blog post ‘11 reasons to be more transparent with your food’ and don’t forget to download your free food allergy poster below. Display it proudly in your kitchen to make sure that staff are aware and reminded of the 14 main food allergens.
You can find out more about what Kafoodle can do for you here or by contacting Annie directly at: firstname.lastname@example.org or on 07546626406
Food Allergy Awareness
Winner | 2015
Product Excellence Award
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Great British Entrepreneur Awards
Silver Winner | 2015