We are constantly bombarded with marketing campaigns telling us how wonderful a new product is, how we shouldn’t live without it and how our lives will be benefited beyond our wildest dreams once we’ve purchased it (something we at Jellybean HQ pride ourselves on)! However research released by Technomic as part of their 2013 UK Café Consumer Trend Report, has found that a relatively simple addition to menus could also help food establishments increase their sales.
Menu descriptors are the next big thing! They are a major factor in encouraging consumers to purchase and pay more for items at coffee and bakery cafés and patisseries. Used to effectively and succinctly convey the contents of a dish – basically giving consumers a clue to what they may be eating – they can ultimately encourage consumers to part with their hard earned cash!
A series of terms were tested by Technomic as part of their research, with some of the strongest responses including; ‘fresh’, ‘premium’, ’natural’ and ‘real’, whilst terms such as ‘organic’, ‘sustainable’ and ‘preservative-free’ generated a weaker reaction.
The challenge it would seem is not to waffle. When describing a dish it can prove hard not to get swept up in an elaborate session of creative writing whilst explaining finite details such as where the ingredients were sourced, but in this case, simple really is best!
The report findings are great news for café owners, who, with a relatively simple amendment to their menu could potentially see an increase in sales – what more could you want!
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