8 Ways Pizza Pilgrims Use Menu Design to Improve Average Check

The Menu Mix is a regular podcast that takes a look at looking at leading restaurant groups to reveal the techniques and considerations behind the way they design their menus and run their businesses. Subscribe on YouTube to follow.

In this episode George Wetz (CEO) and Matt Holy (Director of Strategic Projects) discuss the 9 menu secrets that Pizza Pilgrims use to drive guest satisfaction.

Episode highlights:

Using visual cues to improve value perception

"What a stunner it is from a visual design perspective. As you can imagine, we're going to spend a lot of time on the design and aesthetics element of this menu today because I think for me, this is one of the most eye popping menus that I've seen out there."

"This menu is loud. It's bright. There is tons of visual cues."

Menu layout & the golden triangle

"There’s a concept called the golden triangle. This theory in menu design suggests that the first place that the eye is drawn to is the middle of the page. It will then move to the top right corner of the page, and then from there will move to the top left corner of the page. Thus creating a golden triangle where you want to promote the dishes that you want your guests to order."

Anchor dishes & upselling through customization

"Average check is higher when you have a separate dessert menu that's offered to guests at the end of the meal. The reason for that is if you're someone who loves dessert and you are presented with with the full menu and dessert is included, your eyes will look at what's offered in the desserts. If you see something you like, and you know you're going to order it later, it might prevent you from ordering a starter, or a side, or some of the other upsell opportunities."

The science of Aperitivo

"On the left we've got this aperitivo section, which I love because it's such it evokes the Italian way. I'm a big fan of all things aperitivo."

"I like this aperitivo style and what they've done. They haven't split it out by the drinks and then some separate snacks. They've actually combined it all into one." 

The use of imagery

"What they've done is they've got pictures and visuals in there without them being photographs.

With photography it is a balance because it can cheapen the product and also when someone sees a photo they want that on their plate. You've got very little room for error there. So we have this to just evoke the ingredients and provide some visual cues."

Thanks for watching.