How do you monitor and adjust your menu mix and marketing tactics based on customer feedback and sales data?

1 Track your sales and costs

The first step is to track your sales and costs for each menu item and category. You need to know how much revenue and profit each dish generates, how often it is ordered, and how it compares to your food cost budget and target. You can use a simple spreadsheet or a more sophisticated software tool to calculate your menu engineering metrics, such as contribution margin, popularity, and menu mix percentage. These metrics will help you identify your stars, plowhorses, puzzles, and dogs, and decide which items to promote, modify, or eliminate.

2 Collect customer feedback

The second step is to collect customer feedback on your menu items and overall dining experience. You can use various methods, such as comment cards, online surveys, social media reviews, or focus groups, to gather insights into what your customers like, dislike, and expect from your menu. You can also monitor your online reputation and ratings on platforms like Yelp, Google, or TripAdvisor. Customer feedback will help you understand your strengths, weaknesses, opportunities, and threats, and adjust your menu accordingly.

3 Analyze your competition

The third step is to analyze your competition and their menu offerings. You need to know who your direct and indirect competitors are, what they are serving, how they are pricing, and how they are marketing their menu. You can use online research, mystery shopping, or industry reports to benchmark your menu against your competitors and identify any gaps or advantages in your menu mix and strategy. Competition analysis will help you differentiate your menu and position your value proposition.

4 Test your menu changes

The fourth step is to test your menu changes before you implement them across your operation. You can use a small sample of customers, staff, or experts to evaluate your new or modified menu items, prices, or promotions. You can also use a limited-time offer, a seasonal menu, or a special event to test the market response to your menu innovations. Testing will help you validate your menu changes and avoid costly mistakes.

5 Monitor your results

The fifth step is to monitor your results and measure the impact of your menu changes on your sales, costs, and customer satisfaction. You can use the same menu engineering metrics and customer feedback methods that you used in the first and second steps to track your menu performance and compare it to your previous data and goals. You can also use tools like Google Analytics, Facebook Insights, or email marketing software to track your online traffic, engagement, and conversions. Monitoring will help you evaluate your menu success and identify any areas for improvement.

6 Adjust your menu and marketing tactics

The sixth and final step is to adjust your menu and marketing tactics based on your results and feedback. You can use the data and insights that you collected in the previous steps to fine-tune your menu mix and strategy. You can also use creative and effective marketing tactics, such as social media, email, or loyalty programs, to communicate your menu changes and benefits to your target audience. Adjusting will help you optimize your menu profitability and customer loyalty.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?