Your menu is more than a listing board for all of your catering truck’s dishes, sides and desserts. It’s the first thing your customers’ eyes look at after they smell what’s cooking and read your truck’s name from its exterior. You’ve got their attention, but will you hold it?
Your menu, aside from your food trailer’s exterior design, is your biggest advertisement. By using various colors, fonts, sizes and pictures, your menu will help determine what your customers buy – that is, if they buy from your mobile food stand instead of the one down the street. Each individual will look at your menu board to decide if your truck has better options than the other ones he or she has passed already and will pass in the near future.
However, a lot of your customers’ decisions will be based on how the menu appears – almost just as much as the customers will base their decisions on the food that’s on the menu. Here are a few ways to make your menu more visually appealing to customers and also ways to increase average spend per customer at your catering truck:
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- Distance your menu from the traditional column layout. Not only is the column layout boring, but it also tends to make customers compare the prices of each dish when they’re all lined up on top of each other. In order to combat this, use the space on your food truck’s menu to create interesting areas that hold each a la carte course (appetizers, mains, desserts), but one in which each dish in the same category is in some way separated from the other dishes – such as with a line, box, or different colored marker/font 태블릿메뉴판.
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- Don’t use $$$. We see restaurants taking hold of this $ – less trend all of the country. It first originated at more expensive restaurants and then made its way down to traditional and mobile eateries. Psychologists have found that menus without dollar signs allow the customer to focus on the actual wording on the menu, rather than on the price. Customers end up associating the number accompanying the meal’s description with how good the meal will be instead of how much the meal will cost. By eliminating dollar signs from your menu, your menu becomes a list of meals and not a list of prices.
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- Be descriptive. Most customers take the menu at face value. This means that it’s unlikely that customers are going to ask for additional information on the menu item if this information isn’t listed or at least indicated by the menu board itself. Especially with greater emphasis on where food originates or what its quality/brand is nowadays, it’s worthwhile to list descriptive labels underneath your menu items – especially if you food truck is charging premiums on items that appear to be run of the mill, such as a hamburger or Philly cheese-steak.
- Pay attention to prime real estate on your food truck’s menu board. Your customer’s eyes will first hit the upper right hand corner of the menu board and then they’ll go straight to the entire left side of the board. Make sure these areas have something especially enticing for the customer’s eyes (and hopefully mouths) to feast on.