Thinking of revamping your online ordering system’s frontend menu to give your restaurant a fresh new look? Here are 8 things you need to do now.
#1 Add Photos to Your Products
Visuals are crucial in attracting consumers to purchase your products. According to a research done by 3M Corporation and Zabisco, 90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text. It is therefore useful that you include pictures in your online ordering system’s frontend menu to capture the attention of your customers, especially those that are rushing for time or are less likely to read long descriptions.
It’s simply cruel to make a hungry person do more imagining work than necessary:
A picture speaks a thousand words! It’s not hard to guess the cake’s toppings and fillings with such tantalizing images:
Remember to also pay close attention to the photography direction and tonality of your food menu items uploaded through the online ordering system as these two factors are essential in determining how customers perceive your menu items and brand.
#2 Limit Your Customer’s Options
Don’t confuse your customers with too many choices when they are selecting what to purchase. Schwartz in his book, The Paradox of Choice, argues that by reducing choices, businesses can greatly reduce anxiety for shoppers. The more options they have, the more likely they feel that they have made the wrong decisions. This feeling will lead to dissatisfaction, consequently affecting customers’ desire to return and order food from the same restaurant even if your online ordering system’s frontend menu is beautiful.
A NYTimes writer, Alina Tugend, once wrote in her article that the way to torture his son is to ask him to choose what food to have. His fear, as she mentioned, is that whatever he chooses, the other options will be better. This is a perfect example of too many choices:
It is a common situation in our current society where it is always tough to decide something as simple as what to have for dinner. Therefore, it is best not to overwhelm your customers with too many options and variations on your online ordering system frontend menu. Guide them through simple decisions, 3 choices at every stage is a good way to do it:
#3 Position Your Products Carefully
Make the most out of reading patterns. Eye-tracking tests have found that the best location to put your most profitable items is at the top of the page right below the header/banner. Items positioned strategically at this prime location will grab attention and result in a higher chance of conversion.
Besides, this location is also highly suitable for seasonal or promotional items. Feel free to change that as and when you detect changes in sales trends on the online ordering system backend.
#4 Use Vivid Adjectives When Describing Your Products
It is important that you inform your customers what they will receive upon ordering a certain product. While doing so, make sure that you describe the dishes using expressive and vivid adjectives to entice your potential customer. Having these descriptions will allow your customers to have a clear idea of what dish you are offering. Test a set of descriptions out over a period of time and change them easily on your online ordering system backend.
“Juicy fried chicken- tender on the inside, crispy on the outside“, sounds more appealing than a plain “fried chicken“. Try it out and see what works best for your cuisine and target group.
#5 Shout out the unique origins of your dish
People love exotic food because it is different from the usual local offerings. One way to make your dish stand out from competitors offering a similar dish is by including its place of origin. For example, Kawasaki Tonkotsu Ramen sounds more exotic than Pork Broth Ramen and people in the know might be keen on trying out ramen cooked in a certain culinary style.
Another way to make your products sound more exotic is to use the dish’s name in its origin language. Let’s take Italian food for example. When you use its Italian term on your online ordering system’s frontend menu, customers will perceive the product to be more authentic and perhaps tastes better than if it is in simple English term. Compare ravioliwith Italian dumplings.