Pizza Today - April 2022 - 32

Add Photos
Nguyen recommends including
high-quality photos on online menus.
" Menufy tested this and found that after
a sample of client restaurants added
professional photos to the restaurant's
website, order volume increased by an
average of more than 75 percent, " he
says. On printed menus, however, use
fewer images, as too many can overwhelm
customers.
Be selective about photos. " We choose
photos based on how the cheese and
crust looks to make sure it looks super
appetizing, " says Amber Johnson, director
of marketing for Medina, Ohiobased
Romeo's Pizza Franchise, LLC.,
based in Medina, Ohio. " Th en we review
the color composition of the photo to
ensure it meets our brand standards. "
Romeo's Pizza has photos on digital
menus and on print menus in stores.
While digital off ers the opportunity to
off er more information, avoid putting
too much on the ordering site. " Make
sure the user experience is easy to navigate, "
Johnson says. " Don't overcrowd
the menu trying to list everything in
signifi cant detail. "
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Make Ordering Easy
If there is too much detail, customers
skim the information and miss something
important. " We used to have crazy
pies and combos, but people ordering
online don't read all the ingredients, "
says Dave Kuban, who owns the Norwalk,
Connecticut location of Planet
Pizza. " Th e food would get there and
people would say, 'I didn't know it had
bacon, I don't eat bacon,' or 'Th is has
white sauce, where's the red sauce?' "
While specialty pizzas with whimsical
names are still available at the restaurant,
the online menu doesn't list those.
Online orders are limited to build-yourown
pizza, with a choice of toppings for
small, medium or large pies. Th at way,
people choose their toppings, and there
is no risk of someone accidentally ordering
a pie with an ingredient they didn't
want. " You don't want to lose that future
business, " Kuban says.
Don't overwhelm customers at the
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store either, especially if they are ordering
from a kiosk. " Keep it simple, " says
Christina N. Stephens, project coordinator
for Rochester, N.Y.-based Microworks
POS Solutions. Th e customer is
probably using the kiosk while others
are waiting, so keep the menu clean and
simple. " Don't overload it with too many
groups and items. Make the start to
fi nish of each item simple. Don't require
too many clicks in order to add an item
to your cart. "
Off ering too many options can
cause operational issues. Although it's
important to let customers order what
they want, it's better not to off er endless
customization. Th at can lead to extended
time at the kiosk station, and opens the
possibility of errors. " Kitchens are busy
and off ering every item to be specifi cally
cooked and every topping substituted
leads to errors and inaccurate makes, "
Stephens says. " Th at obviously leads to
unhappy consumers and profi t loss from
either the loss of a customer or the
re-make of the items. "
Give Customers What They
Want
Others maintain that the ability to
swap out the type of crust or add a
specifi c type of cheese is an important
consumer expectation. " Customizing
products is a huge benefi t to customers, "
says Mac Malchow, director of national
marketing and menu innovation for
Toppers Pizza, based in Whitewater,
Wisconsin. " Leaving this out can quickly
lead to bounces from your menu and
website. "
While online ordering grew during
the pandemic, and is expected to continue,
the process does have a limitation.
" With an in-store menu, you get the
benefi t of an interaction with a team
member, " Malchow says. " Th at doesn't
happen with a digital menu, so you need
to treat it almost like it's a marketing
collateral that needs to sell products. "
For a pizzeria, good menu design can
do more than simply letting your customers
know what's available. " If you can
balance selling with a strong user
experience, you've got something special, "
Malchow says. ■
NORA CALEY is a freelance writer who
covers small business, finance and lifestyle
topics.
http://www.GalbaniPro.com
Pizza Today - April 2022

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