Hello everyone, I'm Hagioka at the restaurant eventToday, I will share with you how to turn a restaurant into a thriving business.If you find it rewarding, please remember to join our channel and click "Like" to give us some encouragementSo let's get to the topic quicklyPoint 6, about price. How should we think about menu prices?We design hundreds of menus every yearFrom the accumulated experience I foundAs long as customers feel comfortable with the price, the customer unit price will increaseFor example, let ’s look at the differences between the example menu improvementsHere are comparisons before and after improvementTurnover increased by 117%The unit price is from 2,800 yen to 3,400 yen.
600 yen moreFood cost rate also decreased by 2%Look at the improved menu. Why does the customer price increase?This is a comparison of the pre-improvement and post-improvement menus on the first page.Using the old menu, customers can't imagine how much they will spendTherefore, customers will think about not to order too much so as not to exceed the budget of 3,000 yenImproved menu, prices are easy to understandCustomers will know that it costs less than 4,000 yen to eat and drink 3,000So you can enjoy your favorite meals.
This is why the unit price has increased by 600 yen.And even if the passenger price increases by 600 yenNo reduction in satisfactionRepeat customers and turnover have also increasedSo what's the point?First of all, the first thing to think about in terms of price is "reducing price banding"What is "price band stratification"?There was too much price band in the old menuIn the "Barbecue" category390,580,630,720,790830, 8207 price bands in totalThis means that there are 7 layers, which is really a bit too muchCan be seen from the improved menuI pulled all the difference of 10 yen or 20 yenAnd unify the priceThe less the price tiering, the betterPlease adjust a large product classification as a unitSo first of all, think about how to reduce the "price band stratification"Organize or pull away the stratifications that differ by 10 and 20 yenThe second thing to think about is the "lower price"Meaning the lowest priceThis way, customers wo n』t complain even if some prices increaseThe lowest price item in the beef menu of the old menu is 390 yenAdjusted to 480 yen after improvement.
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No problem at allFor example, 280 yen of edamame is adjusted to 330 yenNo problem at all and the price increase rate is very highThen I try to make the 10-digit price consistentThis improved menu, I unified to 80 yenSort 10 digits as much as possible to only 2 levelsChange to only 30 and 80 yen, or only 40 and 90 yen for 2 floorsOf course, products under 200 yen like skewersWhen your product is very cheap, sometimes it is difficult to set the price without the difference of 10-20 yenAt this time, the uniform price method is not suitable.The fourth thing to think about is to try not to put too expensive items on the menuIf you want to put it, it is best to show it in a special wayThe design does keep customers from leaving the impression that this store is expensiveFor example, in the improved menuWhere the background color is different, in fact, the products with higher unit prices are placed.By changing the background, you can add expensive goods in this areaIt ’s okay to convert it into something that people think is expensive in this areaBecause from the beginning of the Niu Wuhua single product, the unit price is quite cheap.From 480 ~ 980, that is below 1,000 yen, the line of sight is cut once by the blockTherefore, customers can leave the impression that this area is about 1,000 yen or cheaper than 1,000Next, we changed the background color and cut the original line of sight to place more than 1,000 yen.
To this extent, customers will be guided by us and think that the area is expensive, it does not matterSo the operation sequence: reduce the "lower price limit" (lowest price) → increase the price slightly→ Adjust 10 yuan orders as much as possible→ Consider how to display high-priced productsAdjusting the price of these four parts of the menu will make it clearerCustomers also have a bottom line on how much they spendThis creates a sense of price securityThis is the same as a Japanese hundred-yuan store, because it costs 100 yuan a piece, and the product is always put in the basket with confidenceI found out that I bought 2,000 yen at checkout. The reason is the same.It can be proved by the same reason that the clear price marking really helps to increase the turnover.So far, I have coached the production to improve many menus and have verified this in many placesFinally, I want to share something importantDo you remember the keyword of Xinglong Business?
Is "clearly labeled and easy to understandAll business boom shops are designed based on this basic conceptThe core of positioning cannot deviate from this concept. So that we can build brand powerBecause this store's positioning is like this, the menu follows the positioning designBecause the location of this store is like this, my service style is so full of vitality or a calm atmosphere ~Because the location of this store is like this, the products it offers are like thisThe nature of the product is healthy, gentle, or has a strong taste. Many things must be set according to the positioning.Because this store is positioned like this, the price should fall in this rangeBecause this store's positioning is like this, so the decoration and storefront look like thisBecause this store is positioned like thisThink about all aspects of design togetherWhen thinking about it, we must return to the store's positioning, and then interlock to extend the answer.
Most thriving stores do not deviate from positioningMany people designed many things based on the positioning core when they opened.But the menus and other things that I made later have more directions for thinkingBut the menus and other things that I made later have more directions for thinkingAs a result, many stores are getting farther and farther from the booming business.So, the settings, especially the menu,Please be sure to check your core positioning onceIf the menu is designed to fit the store's positioningWhat if those points in the menu that were designed according to positioning from the beginning match the positioning?I suggest everyone to come back and think about this together
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