the science of suggestion

9/10/2014

The Science of Suggestion

Duessa Holscher

Director, Strategic Products

9/10/20149/10/2014

BOOST YOUR

TICKET AVERAGE THROUGH

MENU ENGINEERING&

SUGGESTIVESELLING

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My Uber Suggestion

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Subliminal Suggestions

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Suggestive Selling Gets Its Start

In 1957

http://www.toptensocialmedia.com/social-media-social-buzz/ten-

examples-of-subliminal-advertising-in-social-media/

57.8%

Increased

popcorn

sales

18.1%

Increased

Coke

sales

http://www.toptensocialmedia.com/social-media-social-buzz/ten-examples-of-subliminal-advertising-in-social-media/

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The Jedi Approach

http://orignl-ninja-knight.deviantart.com/art/Suggestive-Selling-160011262

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Online orders have a

higher ticket average.

Is this true for you?

We’ve Heard …

http://restaurantengine.com/5-surprising-consumer-food-trends-restaurants/

30%


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Menu Engineering Techniques

Suggestive Selling options

Evaluating your results

We’ll Be Covering

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• Sell most profitable items

• Promote your brand story

• Encourage healthy selections

• Move certain product more quickly

Increasing ticket averages is not the

only reason. You may want to:

Why Upsell?

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The average person makes more than 200 decisions about food every day, many of them unconsciously

http://www.nytimes.com/2009/12/23/dining/23menus.html?pagewanted=all&_r=0

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Step 1: Analyze

What To Promote?

http://www.menucoverdepot.com/resource-center/articles/restaurant-menu-engineering/

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Menu Engineering

http://blog.hotoperator.com/2010/04/pizza-menu-engineering.html

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The “Burden of Choice”

In fast food, consumers prefer a max

of 6 items per category.

In fine dining, 7 starters & desserts,

10 entrees max.

http://www.theguardian.com/lifeandstyle/wordofmouth/2013/may/08/restaurant-

menu-psychology-tricks-order-more

Menu Engineering

http://www.theguardian.com/lifeandstyle/wordofmouth/2013/may/08/restaurant-menu-psychology-tricks-order-more

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Highlight 1 item per section.

Maximum of 5-7 items per section

Customers will look at 1st spot, 2nd

spot, then last spot, 2nd to last

spot.

Menu Engineering

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ORGANIZATION

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SPECIALS FIRST!

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LAYOUTStart with “Specials”, “House Favorites” or a

selection of profitable items

Don’t put your least expensive item first.

Use the top spot(s) for your most profitable

item

Use photo border treatment to highlight an

item


http://www.pizzamarketplace.com/blogs/use-menu-engineering-to-increase-profits/


http://www.pizzamarketplace.com/blogs/use-menu-engineering-to-increase-profits/

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PHOTO POWER

Does your food look appetizing?

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Food Photography Is Hard!

Use a professional!If this is your best photo,

you might be better off

without!

PHOTO POWER

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New in LetsGet!

Use a

landing

page

image!

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DESCRIPTIONS

Descriptive menu labels increase sales by

as much as 27 percent

http://www.nytimes.com/2009/12/23/dining/23menus.html?pagewant

ed=all&_r=1&

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DESCRIPTIONS

Don’t assume your

customers know

anything!

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Use your relatives.

DESCRIPTIONS

http://www.nytimes.com/2009/12/23/dining/23menus.html?p

agewanted=all&_r=1&

“People like to order

“Grandma’s Special Sauce”,

“Aunt Sallie’s Cookies” or

“Uncle Sid’s Smoked Ribs”

Use Geographic

References.

Diverse & Exotic are in.

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DESCRIPTIONS

http://www.nytimes.com/2009/12/23/dining/23menus.html?pagewant

ed=all&_r=1&

Use Sensory

Labels.

Use

Brand

Names.

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DESCRIPTIONS

.

Tell A

Personal

Story.

Local,

Sustainable,

Natural,

Gluten Free,

Organic

Healthy

Words Are

In:

Low Fat &

Sugar Free are

losing popularity



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DESCRIPTIONS

.

What does it mean to

your guest?



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New in LetsGet!Description now on the item

detail page below the picture

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Section Descriptions

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TIPS ON PRICE

● Don’t list items from least to most

● DO Mix up price points

● DO “Anchor” profitable item next to high priced item

● DO use top spots for more profitable items.

● DO test hiding prices

● DO remove the $ sign

● DO end prices in .00, .25. .50 or .75.

● Ending in .99 connotes value not quality.

https://gigaom.com/2009/09/13/what-we-can-learn-about-pricing-from-menu-engineers/

https://gigaom.com/2009/09/13/what-we-can-learn-about-pricing-from-menu-engineers/

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Suggestions

“When buying a “search” type product,

consumers can rely on objective data about

the product to make a decision. But when

buying an “experience” type product (like

food) they can not evaluate the product until

they try it -- so they are more likely to follow

recommendations.”

http://www.attractinterestdesireaction.com/consumer-attitudes-product-recommendations-

ecommerce-contextual-application-technology-acceptance-model/

http://www.attractinterestdesireaction.com/consumer-attitudes-product-recommendations-ecommerce-contextual-application-technology-acceptance-model/

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Of successful suggestions are the

1st item presented.

are the 2nd item

http://www.qsrmagazine.com/news/secrets-suggestive-selling

RESEARCH SHOWS

45%

38%


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Side orders are most effective,

beating Size upsell, beverages and

dessert.


RESEARCH SHOWS

33%


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of effective suggestions are 20% or

more lower in price compared to the

item ordered. 31% are 12-19%

lower


RESEARCH SHOWS

58%


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Suggestion Types

#1 - Item

Add Ons

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#2 Item

Upsell

Suggestion Types

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#3 Final

Upsell

Suggestion Types

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#4 Below Cart Upsell

Suggestion Types

#5 In Cart Upsell

#6 On your receipt

Coming Soon in Thr!ve Online

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Suggestion FAQs

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Analyzing Upsells

New

LetsGet

Reports

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Analyzing Upsells

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Set up some upsells!

Review your upsell reports

See what’s most effective

Test different combinations

Track results & keep testing!

Analyzing Upsells

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Recommendations

http://venturebeat.com/2006/12/10/aggregate-knowledge-raises-5m-from-kleiner-on-a-roll/

of Amazon’s revenue comes

from its recommendation

engine

35%

http://venturebeat.com/2006/12/10/aggregate-knowledge-raises-5m-from-kleiner-on-a-roll/

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Items you previously ordered . . .

Other customers enjoyed with this item . . .

Recommendations

Coming Soon in Thr!ve Online

9/10/20149/10/2014

Take Aways

● Review menu layout & organization

● Add amazing descriptions

● Photos

● Add some upsells

● Review your upsell report & test changes

the science of suggestion

Technology