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The importance of menus

The role of a drinks menu is to grow drink sales by providing inspiration and suggesting new ideas, while allowing consumers to make quick and informed decisions.

Down

Maximising your profit with SPIRITS

  • What do we know?
    What do we know?

    What do we know?

    The first drink determines the next

  • Menus are critical to influencing choice in outlet
    Menus are critical to influencing choice in outlet

    Menus are critical to influencing choice in outlet

    This can be leveraged to maximise profits & category growth

  • Consumers shop with their eyes and need visual inspiration to convince them to trade up
    Consumers shop with their eyes and need visual inspiration to convince them to trade up

    Consumers shop with their eyes and need visual inspiration to convince them to trade up

    We need to win at the bar and at the table

Why Menus?

Sources: Project Reveal, Nigeria; Project Greenwich, GB; Project Waterloo, Ireland

New summer mixed spirits drinks menus in GB customer grew spirits category by 12% volume and 14% value, while beer and wine grew by +4% and +3% respectively
†GB on-trade customer summer 2013

 
People chart
9/10

consumers stay with their first drink choice for the rest of the night so using menus to influence that choice to a profitable category is key.

When walking into an outlet

 
people Chart
1/3

consumers haven't picked their category

of these
 
2/3

haven't picked a brand

of consumers ARE WILLING TO PAY 46% MORE FOR QUALITY BRANDED PRODUCTS*

Sources: *Technomic 2008

of femalesRELY ON MENUS**

**Mintel, Alcohol Consumption in Bars & Restaurants, US, June 2008

BUILD MENUS BASED ON 4 PRINCIPLES

  • Beautiful drinks images – better experience makes customers return.
    1

    Beautiful drinks images – better experience makes customers return.

    Product images are key as they aid navigation and inspire choices

  • Compelling drink descriptors - helps the consumer to make an easy decision.
    2

    Compelling drink descriptors - helps the consumer to make an easy decision.

    Bright menus with quality product images will catch the eye and speed up decisions in busy pubs. Imagery is easier to see than text in darker environments.

  • Clear finished drink pricing – consumers are more likely to increase their spend.
    3

    Clear finished drink pricing – consumers are more likely to increase their spend.

    Pricing should be prominent as this underpins the perception of value (even if it is just stating your normal every day pricing).

  • Less is more - 5-8 great drinks mean simpler consumer decisions.
    4

    Less is more - 5-8 great drinks mean simpler consumer decisions.

    Too much choice can be confusing for customers: use the menu to drive the products you want to sell and you can serve well.

Conclusion

Use menus to grow drink sales by providing inspiration and suggesting new ideas.
9/10 Consumers stay with their first drink choice for the rest of the night – use menus to influence that choice.
Build menus based on 4 principles: Beautiful Images, Compelling Drink Descriptors, Clear Finished Drink Pricing and Less Is More.