Pizza Today - April 2022 - 30

OPERATIONS
The Strategy of Menu Design
F
rom a basic list of pizza toppings
to a well-engineered
online ordering process, the
right menu design can make the difference
between a customer placing
an order or going elsewhere. Pizzeria
owners must consider certain design
details when updating a menu or adding
a digital menu, including how many
items to list, whether to include photos,
and how to make the process one that
encourages people to order more food.
Get to the Point
Whether in print or digital, use concise
descriptions of menu items. " People
don't want to read and read, " says Larry
Fiel, vice president of marketing and
communications for PDQ Signature
Systems in Warminster, Pennsylvania.
" They are hungry and they want to
order. "
30 / PIZZATODAY.COM / APRIL 2022
The need for brevity is necessary,
especially if people are reading the
menu on the small screen of a smartphone.
That's becoming more common,
as during the COVID-19 crisis many
restaurants switched from paper menus
to QR codes to access an online menu.
That coronavirus safety protocol turned
out to be a good way to save paper,
not to mention costs, so it will likely
continue.
Consider Location
For years, the oft-repeated wisdom
was that the top right of a printed menu
was the sweet spot, and the bottom
left was the dead zone. These days,
many menus are posted online and
people simply scroll through them. Fiel
says some time-tested tactics are still
relevant. For example, list prices without
dollar signs, and not in a straight colBy
Nora Caley Photo Josh Keown
Online or digital, menus need to be visually pleasing and user friendly
umn, because that draws the customer's
attention to how much the meal will
cost. He recommends featuring the
most expensive item in the center of
the menu. The customer will look at the
item, decide it's too expensive, and then
read the item below it. " That's where
you put your high margin item, " he says.
Organize the menu into categories
that make sense to the reader. " Customers
are accustomed to navigating menus
by food type or courses, " says Hoang
Nguyen, director of client services and
co-founder of Leewood, Kansas-based
Menufy. " They will be less inclined
to order more items if they struggle
to navigate your menu. A restaurant's
online and printed menus should make
it easy for customers to find the item
they have in mind. " As for placement,
Nguyen recommends listing the most
profitable item first for each category.

http://www.PIZZATODAY.COM

Pizza Today - April 2022

Table of Contents for the Digital Edition of Pizza Today - April 2022

Commentary
Digital
Conversation
Mike's Monthly Tip
Man on the Street
Building Blocks
Tony's Trending Recipes
Knead to Know
Destinations
The Right Menu Price
Menu Design
Cash Flow
Killer Red Sauce Recipes
The Secret to a Red Sauce
Ravioli Primer
Pizza Specials
On the Road: St. Angelo's Pizza, Atlanta, GA
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Expo Spotlight
Pizza Today - April 2022 - CT1
Pizza Today - April 2022 - CT2
Pizza Today - April 2022 - Cover1
Pizza Today - April 2022 - Cover2
Pizza Today - April 2022 - Commentary
Pizza Today - April 2022 - 4
Pizza Today - April 2022 - 5
Pizza Today - April 2022 - 6
Pizza Today - April 2022 - 7
Pizza Today - April 2022 - Digital
Pizza Today - April 2022 - 9
Pizza Today - April 2022 - Conversation
Pizza Today - April 2022 - 11
Pizza Today - April 2022 - Mike's Monthly Tip
Pizza Today - April 2022 - 13
Pizza Today - April 2022 - Man on the Street
Pizza Today - April 2022 - 15
Pizza Today - April 2022 - Building Blocks
Pizza Today - April 2022 - 17
Pizza Today - April 2022 - Tony's Trending Recipes
Pizza Today - April 2022 - 19
Pizza Today - April 2022 - Knead to Know
Pizza Today - April 2022 - 21
Pizza Today - April 2022 - 22
Pizza Today - April 2022 - 23
Pizza Today - April 2022 - Destinations
Pizza Today - April 2022 - 25
Pizza Today - April 2022 - The Right Menu Price
Pizza Today - April 2022 - 27
Pizza Today - April 2022 - 28
Pizza Today - April 2022 - 29
Pizza Today - April 2022 - Menu Design
Pizza Today - April 2022 - 31
Pizza Today - April 2022 - 32
Pizza Today - April 2022 - 33
Pizza Today - April 2022 - Cash Flow
Pizza Today - April 2022 - 35
Pizza Today - April 2022 - The Secret to a Red Sauce
Pizza Today - April 2022 - 37
Pizza Today - April 2022 - Ravioli Primer
Pizza Today - April 2022 - 39
Pizza Today - April 2022 - 40
Pizza Today - April 2022 - 41
Pizza Today - April 2022 - Pizza Specials
Pizza Today - April 2022 - 43
Pizza Today - April 2022 - 44
Pizza Today - April 2022 - 45
Pizza Today - April 2022 - On the Road: St. Angelo's Pizza, Atlanta, GA
Pizza Today - April 2022 - 47
Pizza Today - April 2022 - 48
Pizza Today - April 2022 - 49
Pizza Today - April 2022 - Product Showcase
Pizza Today - April 2022 - 51
Pizza Today - April 2022 - Pizza Today Yellow Pages
Pizza Today - April 2022 - 53
Pizza Today - April 2022 - 54
Pizza Today - April 2022 - 55
Pizza Today - April 2022 - 56
Pizza Today - April 2022 - The Marketplace
Pizza Today - April 2022 - 58
Pizza Today - April 2022 - 59
Pizza Today - April 2022 - 60
Pizza Today - April 2022 - 61
Pizza Today - April 2022 - 62
Pizza Today - April 2022 - 63
Pizza Today - April 2022 - 64
Pizza Today - April 2022 - 65
Pizza Today - April 2022 - Expo Spotlight
Pizza Today - April 2022 - Cover3
Pizza Today - April 2022 - Cover4
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