Pizza Menu Printing - Shift the Customer's Focus to the Food, Not Price!

Coupons, discounts and special offers are always a good thing. But you know that old saying, "You can have too much of a good thing," and this was never truer than in advertising with specials and discounted prices. At some point you will have customers totally tuned into prices and they will miss the wonderful pizzas and Italian delicacies that you have to offer because those dishes aren't in keeping with the promotional prices you have been literally shoving down their throats. Learn from the experts when designing your pizza menus so that you can shift the customer's focus from price to food.

Location of Higher Priced Items

The first thing to learn about shifting the focus from price to food is the location where your higher priced - higher profit foods are located. Remember, we open a book and immediately look at the upper left hand corner of the left hand page. Use this wisely when designing the layout of your menu! Since the customer's eyes will gravitate to that position on the menu, perhaps one of your higher profit dishes should be highlighted there! Never use this area of a menu for specials. Never, ever, ever! Upsell with appetizers by all means, but low profit dishes do not go here.

Mouthwatering Images Sell Pizza!

It's all too cliché, but when it comes to food it's a fact of nature. Nothing sells food better than a mouthwatering image. Perhaps somewhere near the top of the left hand corner, as well as on the front of the menu are the best places to have a high quality photo of one of your best, and of course most profitable dishes. There is a psychology about putting great photos on the front or back cover. After the customer has chosen their pizza, or plate of pasta, they will close the menu and lay it down on the table. While waiting for the server to take their order, they spot that delectable dish and quickly change their mind. At that point, they don't realize that they are spending a few dollars more. Their mouth is already watering for the taste of that dish. You've just learned upselling, 101!

Words that Stimulate the Senses

Be descriptive with your pizza menu items! Don't just list a pizza as "One topping, Two Topping," but use words to tantalize the senses with each and every ingredient! You don't use black olives on your pizza - that says nothing! You use "hand picked ripe marinated Mediterranean black olives." Doesn't that sound so much more appetizing? What about the cheeses you use? Does a customer want a cheese pie or would they prefer it to be "Generously topped with a gourmet blend of five Italian Cheeses?" Use words such as aromatic (spices), fire roasted, brick-oven baked, mouthwatering, delectable, and any other descriptive word that stimulates the senses.

Give your customers specials and discounts, but don't overdo it! You are cutting your bottom line by letting them focus on price. Your pizza restaurant has so much more to offer than cheap pizzas and by highlighting more profitable dishes you will be generating increased sales, but also satisfying your customers in new and exciting ways.

About this Author

Chris Barr is a marketing professional and graduate of Christopher Newport University. His areas of expertise include direct mail, internet marketing, copy writing, SEO, and new business development. Chris currently serves as Marketing Director for Taradel LLC in Richmond, VA.

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