Creating the win win menu

The following article is brought to you by McCain.A good menu is like a shop window and a top salesperson rolled into one. It attracts the interest...

The following article is brought to you by McCain.

A good menu is like a shop window and a top salesperson rolled into one. It attracts the interest and converts the sale. And the secret of effective selling (and successful menus) is finding win win solutions that satisfy everybody's needs - yours and your customers.

Of course, your menu should fit with the style and atmosphere of your pub. But that's just the start. There are several other considerations in the equation: Customer needs; profit; your capabilities and impulse. Strike the right balance and you'll get positive results.

Meet your customers' needs

Because no menu in the world can take every consumer need into account, you need clear focus. Keep an eye on your main types of customer and consider how you can satisfy their hunger at different times of the day.

Clearly identify sections of the menu to address different needs: Quick bites for people in a hurry; Bar snacks for customers who fancy a bite late on. Lighter meals represent one of the biggest food needs, so consider a light meals option.

TIP: 13 million British women are on a diet at any one time (that's one in three!) - a selection of lighter, healthier options on the menu can meet their needs.

Generally speaking, the greater the choice, the greater the sales. So each menu section should contain a balanced range of dishes, usually including something from each of the major food groups. There are of course certain "must-haves", such as chips, steak and soup, which should be included with any other firm favourites with your customers. But make sure you give these your own personal twist so that they stand out over your competitors. Simple additions to a bowl of chips such as a unique home-made dip or a generous helping of grated local cheese sprinkled on top are easy yet effective ways to give you the edge.

Ethnic and exotic options also are a great way to create extra interest and innovate your menu. But whatever your menu, you will of course take into account the capabilities of your facilities and staff.

Meet your profit needs

While choice stimulates sales, remember the law of diminishing returns. That's where extra items add nothing but more cost and hassle. If it doesn't make money, it doesn't make sense! Keeping your menu profitable requires balance and constant fine tuning. Customers will pay a premium for something different, but you still need the big volume drivers to help bring home the bacon. And always find a place for profitable dishes you've served in the past.

Special menus increase sales

The type of demand you face will change during the day and separate menus can be a big selling point. Customers may not consider looking in your main menu for a light lunch - if they see a special lunch menu they are more likely to be tempted.

Research carried out by McCain shows impulse drives hot bar snack purchases - so although many people may not think about picking up a main menu, it doesn't mean to say they can't be tempted. Put a snacking menu on the bar and watch them fly! The way you present the menu is vital to increase impulse sales. Using descriptive words on your menu can entice customers and start mouths watering. Think succulent, tangy, smothered.

TIP: If you have a separate drinks menu, add in a range of handy bar snacks like McCain Spicy Wedges with dips, McCain Appetisers, olives and garlic bread.

Wise up to menu fatigue

Beware of the adage "if it's not broken, don't fix it"! Consumers are bombarded with ideas, fads, trends and new things to try. If you're not doing it for them, someone else will be. Daily specials are a great way of refreshing things, trying new ideas and keeping customers (and staff) motivated.

TIP: Base your menu changes around the seasons. Ingredients such as strawberries and rhubarb can be cheaper in season and taste significantly better.

Keep the ideas coming

There's no shortage of places to find inspiration, starting with your wholesalers. The price lists provide new ideas and interesting serving suggestions. Manufacturers also have plenty of good recipe ideas. In fact, McCain has a CD-ROM with over 25 inspiring meals specially designed to add a bit of zip to any menu. They're simple to prepare, taste delicious and look fantastic. If you would like to exchange ideas with McCain on menu suggestions, simply send us your ideas to the email address below and we'll send you a CD-ROM.

Consumer and trade magazines also have loads of trendy food coverage. Don't be afraid to pinch ideas from competitors or from style leaders like retailers and celebrity chefs. In a successful business, things are always changing. Achieving the perfect menu is a task that is never complete. The challenge is to keep moving forward while keeping everything in balance, with a win win menu that keeps everyone happy.

The Sandwich Opportunity