Bloomberg TV recently featured a video claiming The International House of Pancakes has seen an almost 4 percent increase in same store sales since the redesign of its menu.
IHOP’s new menu design tricks customers to buying more food!
According to Wong, customers do not want or like to read and prefer photos of food offerings, so the menu offers more pictures, less text, and lots of boxes.
Apparently the boxes are used to remind customers they can order side dishes, and colors are used to help customers navigate through the menu.
For example, the color blue is for breakfast combos, while the color orange is used for omelettes and the color green is used for fifty-five and older offerings.
Wong adds that all that menu browsing encourages customers to order additional items from the middle or back of the menu.
Business Insider notes a few of the major changes IHOP made:
1. New “Add a side” boxes next to entrees. The placement makes it more likely that customers will be enticed to order more food.
2. Photos of the entrees next to the items. This keeps the diner’s attention more than blocks of text.
3. Trimming the menu. IHOP now offers 140 items, down from 180. Joe’s Crab Shack has also benefited from cutting menu items.
Check out these before and after IHOP menu photos.
Frankly, IHOP’s new menu design was a pure act of desperation on behalf of parent company DineEquity Inc., who endeavored to turn around lackluster sales.
In 2012, they announced IHOP president Jean Birch would be stepping down. Julia Stewart, DineEquity’s chair and chief executive, blamed the move on the old menu and declining consumer confidence.
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