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CogniMenu: an innovative service to boost UK restaurants’ sales

Restaurants commonly have two options to increase their benefits: to reduce their costs or to increase the amount of the average order. Building on the latter option, CogniMenu genuinely boosts restaurants’ sales with an innovative, yet simple and efficient solution that uses neuromarketing techniques.

 

 

Proposing good products does not automatically translate into effective sales. This is true in the catering and hospitality sectors as well as in many others. As passionate as the chef can be, and as delighted as clients might feel, managing sales effectively is of utmost importance to a restaurant owner. This requires anticipating and responding appropriately to customers’ expectations and behaviour which is an aspect of the selling process that is all too often missed by restaurant managers. Not much of a surprise, given that restaurant owners cannot simultaneously be chefs, managers, salespeople and marketers…

 

cognimenu

Based on these statements, CogniMenu has been created to help restaurant managers access a hitherto unexplored source of profit: their menu!

 

 

HOW DOES IT WORK?

 

From our experience virtually no menus are optimised in a way to make the best of what restaurants offer. Generating benefits through sorting out these lost sales opportunities is what CogniMenu provides.

 

CogniMenu uses the latest techniques from neuromarketing to anticipate customers’ psychology and behaviour, thus improving their experience as well as increasing restaurants’ profits.

 

The good news is that these techniques are easily applicable and very efficient: we reinvent the structure, organisation and presentation of menus, the labelling of meals, and optimise prices. For example, carefully laying out meals under several sub-categories can improve orders and sales up to 25%. Also, improved meal labelling can increase sales by 27%!

 

CogniMenu brochure first page

 

CogniMenu’s process of sales’ improvement goes through the following three steps:

1) We identify priorities, objectives and opportunities to be explored with the restaurant manager

2) We provide a new optimised version of the restaurant’s menu.

3) You enjoy a rise in both your clients’ average order and your average margins.

 

In addition, personal support in the application of an individualised and powerful sales marketing strategy can be offered.

 

 

Optimising menus to boost sales is easily applicable and a common technique in some countries, like the US. In the UK though, there is not any innovative service like CogniMenu!

 

To find out more about CogniMenu:

Web page: www.cabinet-analytica.fr/en/cognimenu_uk/

Email address: morgan.david@cabinet-analytica.fr

Twitter: @CogniMenu_UK

Phone: +33 651 402 001

 

neuromarketing marketing morgan david

What is neuromarketing?

Offering great services and great products is rarely enough to generate sales. The reason for this lies in our brain. As functional as it is, our brain does not always act in a rational way!

 

 

 

Our brain uses precise rules when collecting, processing information and eventually taking decisions. Neuromarketing consists of taking into account these decision rules, along with the way our brain works, to optimise customer experience and encourage purchases. Emphasis can thus be put on products and services that provide you with the highest margins and profits.

 

Neuromarketing is not magical! Techniques used are based on rigorous scientific evidence from psychology, and their efficiency has been proven to improve selling strategy. Neuromarketing is a great, reliable and efficient tool to increase sales, margins, and your customers’ satisfaction and loyalty.

 

SOME EXAMPLES

 

  • One of the most famous examples of neuromarketing are prices ending with the number 9. Labelling a product at £49 will appear more cost-effective in customers’ eyes and generate more sales than the same product labelled at £50. This is true, but not in every case. It has been proven that a price ending with zero, such as £50, increases customers’ quality perception of the corresponding product, thereby increasing purchase intent. Context indeed matters: a technique that is efficient to boost sales at a given point of purchase may not be as efficient at another one. It is neuromarketing experts’ work to adjust these techniques in a subtle and individualized way as a function of your needs and of your business’ peculiarities.

 

  • Another application consists of taking into account the way our brain makes choices: we mostly compare different options in a relative way, rarely an absolute way. For instance, a pair of shoes labelled at £40 will be perceived as a more of a deal when compared with another pair labelled at £50, than when compared with a third one at £30, and when on its own. This effect can be used to promote products and favour their purchase.

 

 

Neuromarketing and consumer psychology applied to packaging

 

 

  • Another technique linked to pricing consists of splitting the cost of a service to increase client loyalty. It has for instance been shown that people paying a monthly membership to a gym trained more regularly than people paying membership on an annual basis. Annual memberships decreased loyalty to the gym and to the brand, but also the consumption of side-products, such as food, drinks and sports equipment, sold in the facilities. In this situation, a monthly membership strategy seems like a more beneficial pricing strategy.

 

 

“Neuromarketing is an efficient and easily applicable tool to boost sales”

 

 

Again, what is relevant and efficient for one business might not be the same for another one. The act of buying is known as being psychologically ‘painful’ for customers. Reducing the number of buying instances should in some cases be favoured. For instance, insurance companies could provide their clients with offers including several options at a given price rather than enabling them to add costly options separately.

 

To conclude, neuromarketing is an efficient and easily applicable tool to boost sales. Its associated techniques, when applied by experts, will lead to major improvements in customers’ satisfaction and loyalty, and increases in profits and margins.

 

 

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ABOUT THE AUTHOR:

 

Dr. Morgan DAVID   

A former academic and behavioural sciences expert, Dr. Morgan David is the founder and director of ANALYTICA, a consultancy agency based in the UK and in France. ANALYTICA uses the way our brain works to design better products and better services in the realm of neuromarketing, webmarketing, customer experience, sales strategy and pricing tactics. ANALYTICA is the creator of CogniSales and of CogniMenu, the first neuromarketing service of new-generation menu engineering aimed at improving restaurants’ sales.