Analysing the restaurant sales and more specifically the spend per head for Firebrand Pizza, we ascertained that people weren’t spending enough money. The volume of customers in post pandemic Central London has still not gone back to how it was, so the spend per head needed to rise to make up for lost customers.
The old menu was printed in-house by the manager, as he wanted to change dishes regularly. That menu was A4 but didn’t give us the space we needed for pushing particular food and drinks to make it stand out.
So our team of designers created a new A3 design which really helps to push cocktails, shots of limoncello and fresh orange juice. We also moved the more expensive mains and pasta above the pizzas. The restaurant is full most early evenings but quiet later on. Therefore we implemented a “Night Cap” promotion of half-price cocktails after 9 pm each evening. This has helped make people stay longer and spend more, creating more of a late-night atmosphere. Most happy hours are used to drive custom early in the evening, but by analysing the data we created a perfect campaign for Firebrand Pizza…
The results have been fantastic
The spend per head has gone from £22 to £26.80. In an average week the restaurant will serve over 500 people, so that increase in spend per head has made a real different to turnover. It’s also increased the amount of service charge, giving the team more money – essential at the moment when staff are so hard to find.
Printing is very cheap. We went for A3 400gsm with a Matt Laminate from Solo press – 100 menus for £60: