A healthy mix of popularity, perception, and profitability
Restaurant Menu Concepting & Design
Turning restaurant menus into sales, loyalty, and brand drivers.
Most restaurant menu consulting companies focus on two P’s: profitability and popularity. But that leaves out one crucial “P”: Perception. A restaurant’s menu has the power to drive profits up, push loyalty via popularity, and guide consumer’s perception of the product. When all three facets are considered through the lens of the restaurant’s brand, a menu becomes a powerful tool for marketing and operations combined.
At Vigor, we approach restaurant menu design and concepting through the lens of the overall brand. We cue up perception-driving items, visuals, and tone of voice that guide how consumers categorize the brand. We use visual hierarchies to drive sales of profitable items, while concurrently pushing the restaurant’s most popular items as well.
When done with Vigor, menus become a sales, loyalty, and brand-driver for the restaurant.