Pizza Today - July 2024 - 14

Mike's Monthly Tip
Maximizing Online Menus
Mike Bausch
Owner, Andolini's Pizzeria
W
hen everything
is on the line,
every detail
matters. Th is diligent approach is
typical for recipes and
occasionally the ambiance, but
for whatever reason the online
menu gets a backseat. Meanwhile,
this is how most customers
initially interact with our
businesses. Yet the modifi cations,
or lack thereof, can be confusing/
problematic, causing customers
to go elsewhere. Here is how
you avoid that, and better yet
maximize their behavior.
Everything's moving at a
breakneck pace. I get it. Th ere's
no master guide on how to set
up online ordering other than
attempting to mimic other
successful owners, the typical
way this goes down. You send off
your menu to the POS company
that builds your menu and you
assume they know what's best.
Th at is categorically untrue, they
know how to load the menu you
provide. Th ey don't know how
to maximize the sales potential
of your items and they are not
incentivized to do so. You are, so
you have to do the heavy lifting
here.
It's crucial to consider how
the menu will be structured for
modifi cations and add-ons to
maximize the customer's experience.
The
Power of Customization
Customers
love options.
Whether they can choose a ton
14 / PIZZATODAY.COM / JULY 2024
of extra pizza toppings on just
one half of the pie, swap out
one type of pasta for another,
or add extra cheese, customization
is key. It makes customers
feel in control of what they are
about to drop dough on. More
importantly, it can signifi cantly
boost your sales.
Extra toppings, substitutions,
and special requests all add up
to a higher ticket average. But
if these options aren't clearly
displayed, customers may leave
disappointed (or, worse, leave
the website with three things
in the checkout that never get
purchased).
Avoiding Assumptions
and Frustrations
One of restaurant owners'
biggest mistakes is assuming
customers will understand how
to modify their orders. If your
customer can't easily fi nd the
option to make a half-size pizza
or have their hand held to the
special requests section, they
either abandon their order or
settle for something they don't
really want.
By clearly listing all available
options and modifi cations on
your menu, you make it easy for
customers to get exactly what
they want without the hassle.
Th is reduces errors, increases
customer satisfaction, and ultimately
drives repeat business.
Forced modifi ers are your
best friend. It's a perfectly
scripted server but on autopilot.
An eff ective online menu
enhances the customer experience
and streamlines your
operations. When customers
can make all their choices and
modifi cations upfront, it reduces
the back-and-forth with staff
and minimizes errors in the
kitchen.
If your menu doesn't off er
the fl exibility and customization
that customers seek, there
is someone else out there who
does. You can diff erentiate your
restaurant from the competition
and build a loyal customer
base by going in on every option
and pre-loading the scenarios
into your POS. Additionally, if
you don't know what to do, go
to other websites. Check out
similar menus and mimic their
ordering. If an issue comes up
frequently, like a sauce on the
side, build that option into the
forced modifi ers.
When someone uses the
special request note section,
you can safely assume 50 other
people have had that same
issue or request but never said
anything. If the request happens
three or more times, not making
a change is pure laziness on your
part. Don't put the responsibility
of maximizing an order experience
on the customer - that's
our responsibility. By providing
clear and easy-to-use options,
especially online, you can
enhance the customer experience,
increase sales and stand
out as a dependable experience.
Don't underestimate the power
of a well-structured menu,
because it's no longer just a best
practice, it's a mandate.
Ilusiku studio/adobestock
http://www.PIZZATODAY.COM
Pizza Today - July 2024

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