We are excited. Not sunny with a light breeze, crustless cucumber-sandwiches, kitten-heel excited, but 99% abv, 1.5 million scoville, lithium ion with cobalt cathodes, Naomi Campbell in ten-inch Alexander McQueen platforms excited.
Because we’ve made the final four in the Best Use of Data, Insight or Research category in the 2024 Restaurant Marketer & Innovator Awards, for our 360° menu optimisation project with Rosa’s Thai.
Ultimately, it’s most important to us that the menu we developed for Rosa’s did what the team wanted it to do, which was to grow spend per head (2.7% month on month) and increase participation of drinks (cocktail participation is up by 1%). Our research showed significant support for a picture-led menu, which drove up sales of, for example, popcorn shrimp by 60% and duck and pineapple red curry by 39.6%.
Looking at the menu from every angle really does matter. If we’d just looked at sales figures, we might have axed noodle soups for their low sales. However, in surveys and interviews, customers told us that they hadn’t noticed the soups. In a new, more prominent standalone section, sales of tom yum noodle soup increased by 205%. Qualitative and quantitative data become so much more powerful when you put them together.
After a successful project, it’s really nice to be recognised by the RMI judging panel for the positive, long-lasting impact that a more strategic research-driven approach can have on a menu, on customer experience and on revenue. No more guessing!
If you want to read about the Rosa’s Thai project, find out more.
PS. While we’ve got the trumpet out, we’re also chuffed to have played a supporting role in two other RMI Awards finalists: Best Communications for Hospitality Rising Rise Fast Work Young, and Pizza Pilgrims for Pilgrimage ii. Congratulations all!