IHOP Menu design increases sales

11 replies
Just saw this article on Yahoo.
How IHOP's new menu design gets customers to spend more - Yahoo Finance

Why do you think the menu has caused
a 3.6% increase in sales?

Is this similar to copywriting in that the "bubbles"
highlight reasons to buy higher priced foods?

Or are the pictures and shortened descriptions
drawing enough attention to increase the sales?
Which are copywriting techniques also aren't they?

If this works as it states this could be a niche
for offliners offering menu design.

What are your thoughts?
#design #ihop #increases #menu #sales
  • Profile picture of the author azgold
    I think everything you said, plus the text inside the bubbles invokes the senses, i.e. talking about breakfast smelling good, the syrup, etc.

    The new cover also offers up suggestions, such as going to iHop for lunch.

    They experienced a great increase, I'm sure they're very pleased.
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  • Profile picture of the author dmaster555
    I went to ihop during the holidays and I really liked the new menu. Something about the detail and the pictures for nearly every menu item made me feel better about ordering food. Im not surprised at their results. It was better compared to some restaurants having 2-3 pictures per page and then a long list of other items.
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  • Profile picture of the author CupcakeCandyWolf
    Its up to date, its cheerful, its colorful, its funny and cool, plus easy to navigate. It brightens your mood. When something makes somebody feel better or lightens their mood then they are more willing to give.

    Thats my opinion. Because thats how it works on me.
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  • Profile picture of the author NewParadigm
    I used to own a food mfg biz. Any product that was photo'd in brochure vs just listed as description sold at least 10x. All my brochures went to large as possible photos with small limited descriptions. Bare bones minimum with quality photog.

    I'm sure there are many studies on this already and similar findings for menus.
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    • Profile picture of the author savidge4
      The obvious answer is that they matched their menu to their in general demographic. I will tell you older people will probably not like the menu.

      The Menu is a good solid website design on paper. Any one of those pages is what a mach up of a web design would look like to pitch to a potential client.

      They have brought "Modern Digital Design" to their restaurants. The killer is some web design firm probably came to them with the concept for a web design, and they ripped them off! hahaha
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    • Profile picture of the author CupcakeCandyWolf
      Originally Posted by NewParadigm View Post

      I used to own a food mfg biz. Any product that was photo'd in brochure vs just listed as description sold at least 10x. All my brochures went to large as possible photos with small limited descriptions. Bare bones minimum with quality photog.

      I'm sure there are many studies on this already and similar findings for menus.
      This is true when i go into a restaurant i pay more attention and normally buy the food they have a picture of. This is because its easy to know what im getting. Descriptions only makes me have to use my imagination and sometimes i dont get what i was expecting. Plus the pictures make you want to eat it since it looks good.
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      • Interesting concept, the bubbles and all. But I also want to agree with you about the copy writing techniques that are employed in the new menu itself.

        LLS
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        • Profile picture of the author Shadowflux
          If I had to guess, I would say there are a few contributing factors:

          Newness

          People like anything that's new. Where I live now, a new restaurant will be flooded for the first couple of weeks. Eventually the numbers even out but people around here love anything new. This menu is new, obviously, so I think it creates the feeling of a new experience. "Have you been to IHOP since they changed the menus?"

          This also gives the waitstaff an excuse to talk up certain products. "Have you seen our new menus? No? Well, let me tell you about our best items."

          It's Modern

          The new menu simply looks much nicer than the old one. It's up to date, it matches the digital media people are so used to these days. I think that makes it easier for people to identify with it, to find an item which is more "them". The colors are bright, there are tons of graphics, it's just a better looking menu.

          Pictures

          I know I tend to order something which is pictured in the menu. Even if I don't do it intentionally, if I order right from the list before checking to see which burger is pictured, I still end up ordering the pictured item more than the alternative. Food is an experience for all of your senses. Neglecting photos is a good way to neglect one of people's primary senses. It's easier to get an idea for whether or not you want a specific item if you can see what it looks like.

          I think this is a great example for everyone. You can make small changes to elements of your busienss which end up having major impacts on your profits. Redesigning your business card could be a good example. I've personally experienced an increase in sales after a website redesign.

          Sometimes you don't need to overhaul the whole business, you just need to change the parts which customers most closely interact with.
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  • Profile picture of the author mjbmedia
    great, yet we go into eating places and make the same sorts of suggestions for changes, and they wont listen , maybe they will now with this proof. good share thanks.

    Subliminal also, the pictures at the bottom of the pages, when you hold the menu it looks like youre holding the food, I can imagine many people esp kinds pretending they are eating the food, then their mind wants the food in reality , hey Mum can you buy me this please instead of the kiddies cheap version!
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  • Profile picture of the author BigSnakeSituation
    Its easier for the server and customer to point at what they'd like to order than for them both to try to explain what they wanna ordered. Kinda the point and click without the click. Ironically, thats what I did when I was there last.
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    • Profile picture of the author savidge4
      Originally Posted by BigSnakeSituation View Post

      Its easier for the server and customer to point at what they'd like to order than for them both to try to explain what they wanna ordered. Kinda the point and click without the click. Ironically, thats what I did when I was there last.
      All that's needed is to use a tablet at the table for the menu.

      Wow...now thats a industry changing idea!
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