IHOP Menu design increases sales

by 11 replies
13
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?
#offline marketing #design #ihop #increases #menu #sales
  • 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.
  • 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.
  • 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.
  • 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.
    • [2] replies
    • 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
    • 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.
      • [1] reply
  • 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!
  • 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.
    • [1] reply
    • 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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