How Does a Restaurant Profitably Introduce a New Menu Item?
When restaurants invest in changes, it simply makes sense to do all possible to ensure they are profitable, doesn’t it? Do you know how to design and to deploy menu test marketing? Confero does.
Confero was approached by a national advertising and promotion firm, which represented a foodservice chain. The chain was preparing to roll out new menu items and was conducting tests in two markets. The success of the test would determine a possible national roll out and senior management was concerned that employees did not understand the new items and would not mention them.
How Can Confero Help Restaurants with Menu Test Marketing Research?
Many restaurant chains test market new menu items in small regional tests. Successfully, rolling out an item that has been successful regionally nationwide requires planning. What training can be offered to employees to improve success rates? What tweaks to the new item would be beneficial? How does a restaurant learn these answers before the nationwide roll out? Customer experience research is the answer!
Why not offer a bit of fun for your employees in addition to the new menu item rollout? Confero devised a mystery shopping contest to educate and encourage employees at the test units to suggestively sell the test items. The contest helps employees to become excited about the new menu item and encourages sharing information on it.
Next, Confero mystery shoppers tested for suggestive selling of the product, along with auditing the placement of the point of purchase materials featuring the new product. Sales of the test product improved. Thus, allowing the chain to achieve a sufficient sample size for the menu test. The new menu item was successful and rolled out nationally, on time.
Learn how Confero has helped other businesses to improve profitability with research.
