第15集：创新菜单设计——如何打造吸引眼球又畅销的菜品

欢迎收听《战略业务增长系统》餐厅特辑第15期，我们致力于通过前沿的数字营销策略赋能本地中小型餐厅经营者。

Welcome to episode 15 of Strategic Business Growth Systems restaurant edition, where we focus on empowering small to medium sized local restaurant owners by leveraging cutting edge digital marketing strategies.

今天我们要探讨一个引人入胜的话题——创新菜单设计。

Today, we've got a fascinating topic on the plate, innovative menu design.

我们都知道菜单不仅仅是菜品列表。

We all know that a menu isn't just a list of dishes.

它是吸引食客并提升餐厅销售额的关键要素。

It's a key component that can captivate diners and boost your restaurant sales.

为此我们邀请到了菜单设计专家朱莉·斯滕森，她深谙如何将菜单转化为强力销售工具。

To dig into this topic, we have Julie Stenson with us, an expert who knows how to turn a menu into a powerful sales tool.

朱莉，今天能邀请到你真是太高兴了。

Julie, I'm thrilled to have you here today.

谢谢你的邀请，安东尼。

Thank you, Anthony.

很荣幸参与这个节目。

It's a pleasure to be here.

这个话题令人兴奋，因为精心设计的菜单远不止是展示餐厅的菜品。

This is such an exciting subject because a well designed menu does so much more than showcase what a restaurant has to offer.

它是餐厅与食客之间的对话，巧妙地引导他们完成用餐之旅。

It's a conversation between the restaurant and its diners, subtly guiding them through the dining journey

你希望他们体验的。

you want them to experience.

完全同意。

Absolutely.

让我们直接进入主题吧。

Let's dive right into it.

菜单设计中存在许多容易被忽视的维度。

There are so many dimensions to menu design that go unnoticed.

关键要素之一是理解其对顾客体验和销售额的影响。

One of the key aspects is understanding its influence on customer experience and sales.

许多餐厅老板可能低估了菜单实际上可以成为一种关键营销工具。

A lot of restaurant owners might underestimate how a menu can actually be a pivotal marketing tool.

你说得对，安东尼。

You're spot on, Anthony.

菜单设计能在顾客品尝任何一道菜之前，就极大地影响他们对餐厅的印象。

A menu's design can greatly impact a customer's impression of a restaurant even before they taste a single dish.

这是心理层面的。

It's psychological.

我们使用的颜色、布局甚至字体都会影响顾客的选择。

The colors we use, the layout, and even the font can influence a customer's choices.

例如，暖色调能刺激食欲，而优雅的字体可能让人对高端餐饮产生期待。

For instance, warm colors can stimulate appetite, while elegant fonts might set an expectation of fine dining.

这些元素不仅是装饰性的，它们具有功能性。

These elements aren't just decorative, they are functional.

这非常有趣，因为它突显了这些决策需要多么深思熟虑。

That's really interesting because it highlights how much thought needs to go into these decisions.

比如菜单位置背后的心理学，可以帮助引导食客选择某些高利润菜品。

The psychology behind placement on the menu, for example, can help guide diners towards certain high margin items.

这就像在每个餐桌上都安排了一位沉默的销售员。

It's almost like having a silent salesperson at each table.

正是如此。

Exactly.

这就是菜单工程学概念的用武之地。

This is where the concept of menu engineering comes into play.

通过分析每道菜的盈利能力和受欢迎程度，餐厅经营者可以策略性地将菜品放置在菜单上视线最先自然落点的区域。

By analyzing the profitability and popularity of each dish, a restaurateur can strategically place dishes in areas of the menu where the eye naturally falls first.

这样一来，那些菜品更有可能被点单，在不引起顾客察觉的情况下优化餐厅销售额并提升利润。

That way, those dishes are more likely to be ordered, optimizing the restaurant's sales and boosting profits without the customer even realizing it.

这不仅关乎突出展示的内容，还在于保持相关性和新鲜感。

And it's not just about what is featured prominently, but also about staying relevant and fresh.

对吧？

Right?

利用时令食材在这方面可以成为绝佳策略。

Leveraging seasonal ingredients can be a great strategy here.

完全正确。

Absolutely.

采用时令食材不仅能保持菜单的新鲜感，还能向顾客展示你的餐厅紧跟潮流并致力于提供新鲜食材。

Incorporating seasonal ingredients not only keeps the menu exciting, but also shows customers that your restaurant is in tune with current trends and dedicated to freshness.

这对食客极具吸引力，同时也能激发厨房的创意。

This can be incredibly appealing to diners, and it allows for creativity in the kitchen.

此外，使用当季食材通常更具成本效益，这对企业盈利大有裨益。

Plus, utilizing in season ingredients is often more cost effective, which can be a bonus for the business's bottom line.

这非常合理。

That makes perfect sense.

现在抛开食材不谈，我认为菜品描述撰写是另一个潜力巨大的领域。

Now moving beyond the ingredients, I think crafting the dish descriptions is another area with huge potential.

不仅仅是罗列食材，更要讲述让食客垂涎欲滴的美食故事。

It's not just about listing components, but telling a story that makes the diner eager to taste it.

确实如此。

Definitely.

一份精心撰写的菜品描述能毫不费力地吸引顾客。

A well written dish description can effortlessly entice customers.

关键在于使用生动且富有感染力的语言，在食客脑海中描绘出美味图景。

It's about using vivid and repetitive language that paints a picture in the diner's mind.

像'多汁'或'工匠精制'这样的词汇能唤起感官体验。

Words like succulent or artisan crafted can evoke a sensory experience.

这也关乎诚实与透明。

It's also about honesty and transparency.

如果一份酱汁需要六小时准备，就让顾客知道。

If a sauce takes six hours to prepare, let your customers know.

这为菜品增添了价值。

It adds value to the dish.

这种诚实确实能建立信任，这非常关键。

That honesty can really build trust, which is so crucial.

虽然好的描述很重要，但整体设计和布局也不容忽视。

And while good descriptions are important, the overall design and layout shouldn't be overlooked.

版式能显著增强或削弱菜单的功能性和吸引力。

The format can significantly enhance or detract from the menu's functionality and appeal.

没错。

That's right.

你需要一个既美观又便于浏览的菜单。

You want a menu that is visually appealing yet easy to navigate.

将同类菜品归类或突出特色菜等细节都能帮助顾客决策。

Factors like grouping similar items or highlighting specials can aid in decision making.

即使是简单的调整，比如间距或分类方式，都能为食客带来更愉悦高效的体验，从而提升用餐满意度。

Even simple changes like the spacing or how categories are segmented can give diners a more pleasant and efficient experience, which in turn enhances their dining satisfaction.

这其实是要协调所有这些元素，对吧？

It's really about harmonizing all these elements, isn't it?

说到这个，理解顾客反馈是调整和完善菜单的重要资源。

Speaking of which, understanding customer feedback can be a great asset in tweaking and perfecting a menu.

正是如此。

Exactly.

顾客反馈能帮助我们识别哪些做法有效、哪些无效。

Feedback from customers can help identify what works and what doesn't.

有时你认为很受欢迎的菜品可能并不受顾客青睐，而评价和评论能提供这种洞察。

Sometimes a dish that you think is a hit might not resonate well with guests, and reviews or comments can offer that insight.

接纳反馈进行持续改进可以优化你的产品，并向顾客表明他们的意见很重要。

Embracing feedback for continuous improvement can refine your offerings and show customers that their opinions matter.

在当今数字时代，通过顾客留下评论的在线平台，整合反馈从未如此简单。

And in today's digital age, incorporating feedback has never been easier with online platforms where customers leave reviews.

更重要的是，这些平台本身已成为菜单设计的关键环节，尤其是在数字菜单和在线点餐系统盛行的当下。

What's more, these platforms themselves are a critical aspect of menu design, especially now with digital menus and online ordering systems.

数字菜单和点餐系统彻底改变了用餐体验，为菜单设计开辟了新领域。

Digital menus and ordering systems have revolutionized the dining experience and opened a new realm for menu design.

它们提供了灵活性。

They offer flexibility.

借助数字平台，你可以轻松调整菜单、测试新品或推出限时特供，无需重新印刷。

With digital platforms, you can easily refine your menu, test new items, or offer limited time specials without the need to reprint.

此外，它们还能整合多媒体元素，如菜品照片或视频，这能极大提升菜品吸引力并带动销量增长。

Plus, they can integrate multimedia elements like photos or videos of dishes, which can tremendously increase a dish's appeal and lead to higher sales.

这种多媒体优势确实非常强大。

That multimedia advantage is so powerful.

思考听众可以采取哪些具体行动来实施这些策略很有意思。

It's interesting to think about what actionable steps our listeners can take to implement these strategies.

餐厅经营者有很多可操作的空间，即便是预算有限的店主也能有所作为。

There's a lot that restaurant owners can do, even those who might not have a big budget to work with.

完全正确。

Absolutely.

即使微小的改变也能产生显著影响。

Even small changes can make a significant impact.

首先评估你当前的菜单。

Start by evaluating your current menu.

考虑让员工也参与这个过程，因为他们才是与用餐者直接接触的人。

Consider involving your staff in the process too, since they're the ones interacting with diners.

利用POS系统获取菜品销售数据。

Use POS systems for data on what sells and what doesn't.

保持开放心态重新设计板块，尝试新布局，并根据分析数据和反馈调整菜品描述。

Be open to redesigning sections, experimenting with new layouts, and tweaking descriptions based on analytics and feedback.

推出季节性特色菜也能让菜单焕然一新，而无需全面改革。

Introducing seasonal specials can also refresh a menu without a complete overhaul.

非常实用的建议，朱莉。

Great practical advice, Julie.

即使只实施其中几项，也能开始改变菜单在吸引和留住顾客方面的表现，不仅能提高销售额，还能增强品牌忠诚度。

Implementing even a few of these can begin to transform how a menu performs in terms of customer attraction and retention, leading not only to higher sales, but also to stronger brand loyalty.

而这正是最终目标。

And that's the ultimate goal.

对吧？

Right?

建立一个对你提供的菜品充满期待的老顾客社区。

Building a community of loyal patrons who are excited about your offerings.

好的菜单设计是这个过程的基础，因为它通过每道菜体现了你的品牌和烹饪理念。

A good menu design is foundational to that process because it represents your brand and your culinary philosophy in each dish.

朱莉，感谢你与我们分享这些深刻且可操作的策略。

Julie, thank you for sharing such insightful and actionable strategies with us.

一如既往，非常愉快。

As always, it's a pleasure.

在结束前，我想提醒听众访问strategicbusinessgrowthsystems.com获取更多增长策略。

Before we wrap up, I wanna remind our listeners to visit strategicbusinessgrowthsystems.com for more growth strategies.

您可以找到量身定制的资源，帮助您在当今竞争激烈的市场中取得成功。

You can find resources tailored to help you succeed in today's competitive market.

至此，我们这期《战略业务增长系统·餐厅版》节目就要告一段落了。

And with that, we'll call it a wrap for this episode of strategic business growth systems restaurant edition.

今天，我们深入探讨了创新菜单设计远不止是美学追求。

Today, we took a closer look at how innovative menu design is more than an aesthetic endeavor.

它是提升顾客参与度和销售额的战略工具。

It's a strategic tool for maximizing customer engagement and sales.

从理解设计心理学、利用时令食材，到撰写诱人描述语，再到运用数字技术，这些策略适用于任何预算或风格。

From understanding the psychology of design and leveraging seasonal ingredients to crafting enticing descriptions, and tapping into digital advances, these are strategies adaptable to any budget or style.

感谢我们的专家朱莉·斯滕森带来的启发性讨论。

Thanks to our expert Julie Stenson for the enlightening discussion.

非常感谢您参与这次美食之旅，希望您获得了能在自己餐厅实施的宝贵见解。

We're grateful you joined us on this culinary journey and hope you found valuable insights to implement in your own establishments.

下次节目再见前，请持续创新，持续发展。

Until next time, keep innovating and keep growing.