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Do you prefer a menu with pictures?

  • Yes, I like to have a general idea of what I'm eating

    Votes: 0 0.0%
  • Some pictures are okay

    Votes: 1 12.5%
  • It depends on the menu

    Votes: 0 0.0%
  • No, I'd get upset if the meal did not match the picture.

    Votes: 7 87.5%

Menu Design...Pictures or no pictures??

6128 Views 13 Replies 10 Participants Last post by  serge
Well, I am now in the process of redesigning our in-house menu as my new design for our take-out/delivery menu has increased sales by 40%. My mil wishes to separate the breakfast menu from the lunch and dinner menu so as not to present the customer with an intimidating tome.

My design for the breakfast menu has pictures for our 8 Breakfast Specials, since I believe that there really is no way to misrepresent eggs, toast and homefries. So far the customers love the demo that I presented and our spanish workers also like it because they do not have to wait for the jefe to have a free moment in order to get a check made up.

The only naysayer of the bunch would be our newly hired cook who is straight out of the academy and questions my use of pictures. I, for one, find it more tedious to explain to a customer exactly what homefries are. So, what would be your thoughts on this matter? Pictures or no pictures? For those of you who don't remember me, we have a diner. :)
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It doesn't matter that the pictures conform to the food or vice versa. What's important is what they both convey. The point of the picture is to convey something like "yummy, that looks good" or "mmmm, I can smell the bacon." The picture sets the expectation, the food, when it comes, fulfills this expectation.

Think of it like you're selling a car. You're not selling that particular car, you're selling the expectation that the car will accelarate quickly, drive well in the snow, carry all your belongings in one single trip, etc. Nobody gets mad because the car they purchased is different from the one in the ad. The reason people get mad is because their expectations aren't being met by the car they purchased. It doesn't go as fast as they claim, or that girls really don't fall at your feet when they hear you drive a Yugo.

I'd like to know how your new menu design increased sales by 40% though. That's fantastic! Care to share how you did it?

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