Joaquín finally opened the restaurant that he had dreamed of for so many years. Since he was a child, he had learned with love and devotion all the recipes of his grandmother Charo. The menu had those delicious secret recipes that everyone liked very much with the unmistakable taste of homemade food.
But a restaurant is not just about food. It is the location, the decoration, the training and the consequent attention of the waiters, the background music, the quality of the wine cellar, the presentation of the menu, the prices, the comfort of the chairs, the hygiene of the bathrooms. and endless other details. In other words, the whole experience. The value proposition!
Therefore, for the restaurant to be a success and to last over time, as many dishes as possible had to be sold to each customer. But how to achieve that if Joaquín had invested all his money in setting up the restaurant and making a few press releases? Could it be that the maximum possible sales would come by themselves by magic?
The answer is in a word that is very fashionable today. The neuromarketing! Here are some examples that can be applied to the menu, since modern restaurants play with some elements to generate a positive perception of what customers have in front of them:
- Restaurants know that they have to appear that their food is healthier, because that is what sets the current global trend. But how do you do that with a chocolate cake that most people want to eat after all? The solution was found by a study that found that if a photo of that cake with a strawberry on top was placed on the menu, the perception of the number of calories would drop 16%.
- A carrot cake is still a cake full of calories, but the fact that it is carrot makes people think that it is much healthier than the rest of the cakes and therefore it is a dessert that is always in high demand.
- In fast-food restaurants, adding salads to the menu tripled the sale of potatoes fries! This happened because customers come to believe that the entire menu is healthier, they let themselves be and end up asking for French fries!
- And the way of presenting prices also has an effect. Eliminate decimals makes people ask for more.
- Removing the $ symbol makes people ask for more too. When is the symbol of $ in front of prices people tend to be more cautious and ask for fewer things – It is also not a good idea to line up prices in a column. Being presented like this, customers tend to scan prices and pay less attention to product descriptions. People tend to ask for more for the price than for taste.
- The “specialities” tend to sell more than the rest of the products. For this reason, restaurants try to put the dishes with the highest profit margin in that category.
- The description of each dish also has an important effect. That the bacon is crispy is not just information but an invitation to order that dish that contains it. “Gourmet” or “organic” can make sales grow up to 27%.
Therefore, the next time you go to a restaurant, you will surely be able to determine whether or not it has room to increase its sales.
But all these examples of an area known to all are part of a tool that many strategies use to better position themselves in front of potential clients. Understanding well how our brain works, through neuromarketing, helps to develop much more influential messages. This is achieved by looking for an emotional and invisible connection between potential customers and the product you are trying to sell them.
Neuromarketing can be used in any company, in any field and in any market. No matter what we do, ultimately we are always trying to sell something, be it a good or a service. Therefore, there will always be room to subliminally influence our customers and get them to buy more.
Do you dare to start applying these techniques in your company? Do you dare to optimize your sales at its highest level? Or are you going to hope that your competition will do it before you and start to get an advantage that later will be very difficult to discount?
Joaquín did very well! He has already opened his third restaurant and the dream of having a network throughout the country is getting closer and closer.
The mediocre make excuses, while the leaders deliver results!