When the currywurst becomes a “giant currywurst”
Posted: Tue Jan 07, 2025 4:24 am
If you have decided to increase the contribution margin, then things get interesting: Are the guests behaving as I hoped? Are they actually ordering fewer bestsellers and india phone data preferring the winners? And: Do they move on to the competition next door in anger when they see a price increase on the menu? To avoid this, an increase in the contribution margin should always be accompanied by a change in the menu - not just a change in the price.
Let's assume you have raised the contribution margin for the currywurst - a classic hit - and you want to gradually increase the selling price by three euros within a short period of time. If you simply want to charge three euros more for the same sausage, you risk your guests getting the creeps. If your guests found a "giant currywurst, 180g, with homemade curry sauce" on the menu instead of the ubiquitous "currywurst", the probability that they would pay a higher price for it is much higher. Of course, the dish cannot look the same as it used to. After all, customers don't want to be "currywursted".
You can use the description of the dish to package a price increase - or let's say "pimp it up". Depending on your clientele, you can increase the perceived value with attributes such as "from an organic farmer", "from the butcher next door", "from happy chickens" or even a gram indication. You can also add a salad to dishes with a contribution margin that is too low or put together a menu from it. After all, you don't just want to offer small items, you want to offer a complete meal.
The “Corona menu” as a stroke of luck and test field for menu optimization
But it's not enough to just adjust the description of the dishes and the prices for them. Your menu should look as different as possible from before. With a restricted Corona menu, you have a good opportunity to get rid of the old, laminated
Let's assume you have raised the contribution margin for the currywurst - a classic hit - and you want to gradually increase the selling price by three euros within a short period of time. If you simply want to charge three euros more for the same sausage, you risk your guests getting the creeps. If your guests found a "giant currywurst, 180g, with homemade curry sauce" on the menu instead of the ubiquitous "currywurst", the probability that they would pay a higher price for it is much higher. Of course, the dish cannot look the same as it used to. After all, customers don't want to be "currywursted".
You can use the description of the dish to package a price increase - or let's say "pimp it up". Depending on your clientele, you can increase the perceived value with attributes such as "from an organic farmer", "from the butcher next door", "from happy chickens" or even a gram indication. You can also add a salad to dishes with a contribution margin that is too low or put together a menu from it. After all, you don't just want to offer small items, you want to offer a complete meal.
The “Corona menu” as a stroke of luck and test field for menu optimization
But it's not enough to just adjust the description of the dishes and the prices for them. Your menu should look as different as possible from before. With a restricted Corona menu, you have a good opportunity to get rid of the old, laminated