2. VISUALIZE THE OPTIMIZED MENUBOARD
Here, the strategic layout is developed into color renderings illustrating what the new menuboard might look like. There's just enough detail in these renderings (visuals, graphics, copy, branding, colors) to conduct consumer research to quickly assess the validity of the new menuboard strategy.
3. CONDUCT RESEARCH TO VALIDATE THE NEW STRATEGY
This will determine if the new menuboard strategy resonates with customers. Using the color renderings, conduct quantitative customer research to evaluate the new strategy before placing menuboards in stores. Use renderings of the current menuboard as a control. See what works, and what needs modification. This will help confirm if the new strategy can achieve the desired business objectives.
A final word of advice: Menuboard communications that achieve the most profitability are the result of superior analytics and strategic thinking — not clever graphics and design.
Tom Cook is a principal of King-Casey. Established in 1953, King-Casey is a restaurant and foodservice business improvement firm that provides strategic menu optimization advice and a range of services to help clients manage overall food and beverage offerings, affecting their positioning, reputation and business growth. For information, visit king-casey.com or contact Cook at (203) 571-1776 or [email protected].
Editor's note: The opinions expressed in this column are the author's and do not necessarily reflect the views of Convenience Store News.