Objective
Our goal was to identify factors limiting the Average Order Value (AOV) at MMM and implement solutions to overcome these barriers, ultimately increasing revenue.
Observations and Initial Analysis
Spending time on-site, we focused on understanding the customer journey, from browsing the menu to placing orders. Through careful observation, we noticed that customers were frequently hesitant when selecting items, often feeling uncertain about their choices. This hesitation led to conservative ordering and a lower AOV.
Upon analyzing the ordering process, we identified a core issue: the menu card design itself was a significant barrier. The existing menu failed to guide customers effectively, making it harder for them to make confident, higher-value selections.
Identified Problem: Ineffective Menu Design
Key Issues with the Previous Menu:
Lack of Visual Clarity: The previous menu was text-heavy with no images, making it challenging for customers to envision their orders. The absence of visual cues created an overwhelming experience, leading to hesitation and lower-order totals as customers opted for familiar, low-cost items.
Extensive Variety with Limited Focus: The menu featured a wide array of items across multiple categories without any emphasis on higher-value dishes. This variety often led to “decision fatigue,” with customers choosing fewer or lower-priced options.
Unstructured Layout: Without clear sections or an intuitive structure, the menu was difficult to navigate. Customers struggled to identify categories, pricing, or specialties, making the ordering process feel chaotic.
Solution: Strategic Menu Redesign
To address these issues, we implemented a multi-pronged approach focused on visual clarity, guided selection, and optimized layout:
Streamlined Menu Selection: We curated the menu, reducing the number of items to minimize decision fatigue, allowing customers to focus on specific offerings. This approach enabled us to highlight high-value dishes, influencing customers toward options that increased AOV.
Incorporating Visual Elements: High-quality images were added for each item, providing customers a clear idea of what they were ordering. This visual connection fostered trust and encouraged customers to try new or premium items. The images helped bridge the gap between expectation and reality, leading to higher-value selections.
Structured Layout with Distinct Sections: The new menu was designed with clear, distinct sections for each category. Each item block included the name, price, and an image, making it easy for customers to browse and compare. We strategically placed premium or popular items in prominent locations, subtly guiding customers toward higher-value choices.
Merging Online and Offline Experiences: Drawing inspiration from food delivery app interfaces, we applied a digital-inspired design to the menu’s physical form. Familiarity with this style made browsing feel intuitive and modern, and strategic placement of high-margin items at eye level enhanced the browsing experience.
Outcome: Immediate Impact of the New Menu Design
The redesigned menu had an instant positive impact:
Increase in Average Order Value: With a clearer, more inviting menu, customers began ordering higher-value items, leading to an immediate 114% increase in revenue.
Enhanced Customer Satisfaction: Customers felt more comfortable and confident in their choices, creating a more satisfying dining experience and likely contributing to higher retention and repeat visits.
Focused Key Items: Reducing the number of items allowed us to promote specific dishes, both profitable and popular, guiding customers toward preferred selections.
Key Insights and Learnings
This project underscored the powerful role that design plays in the dining experience. Key insights include:
Understanding Audience Behavior: Observing customers provided valuable insights into their preferences and hesitations, enabling us to craft a solution that directly addressed their needs.
Effective Visuals Drive Confidence: Adding images gave customers a tangible preview of their orders, bridging the gap between expectation and reality and increasing their willingness to order more.
Streamlining for Strategic Influence: A well-curated menu can influence customer behavior, guiding them toward specific choices that benefit both the restaurant and the diners.
Digital Design Principles in Physical Spaces: Adapting digital menu elements to a physical menu proved effective, as customers responded positively to the familiar, app-inspired layout.
Result
By transforming the menu, we improved the ordering experience and drove a substantial 114% increase in AOV, showcasing the power of a targeted, design-centered approach.
Digital Design Principles in Physical Spaces: Adapting digital menu elements to a physical menu proved effective, as customers responded positively to a familiar, app-inspired layout.