Different clients, different dining contexts. All measured in real POS data; the chain pilot with a control site and the same period last year. Names anonymised, the numbers are not.
Test site vs control site in the same city, measured against the same 19 days last year. Dishes with a label or a better position were chosen clearly more often.
Same dishes, new design: labels, boxes, placement, add-ons and pairings. Measured as share of all brunch dishes, August vs September, with the same months last year as seasonal control. Labelled dishes grew 30 to 170%; recommended add-ons +63%; filter coffee doubled thanks to a €2 combo.
A high-volume environment where we revised naming and visual hierarchy. Like-for-like sandwiches: a 15.3 percentage-point shift toward non-meat, +25% in units.
A menu redesign raised plant-based main-dish sales by 60% and gross margin by 7.8%. Names, descriptions and hierarchy only.
“A menu redesign shifted 60% of our main-dish sales toward plant-based, with the same dishes, same prices and same kitchen.”
“Only names and descriptions changed. Like-for-like: a +15.3 percentage-point shift toward non-meat sandwiches, +25% in units.”
“+€0.43 margin per ticket, +7.6% on food tickets. No recipe, price or operational change. Across 230 locations, that's worth rolling out.”
“Smart Menu Design's work is incredibly valuable to us in helping avoid our biases and stay focused on the guest's perspective.”