WHY THE RIGHT NAMING OF YOUR PRODUCTS LEADS TO EXTRA SALES
Last week we discussed how to direct the sales of your best dishes and products. Additional categories like 'Chef's Favorites' and the order of your menu have a huge impact. This week, we're looking at the naming of your product offering. And why that leads to extra sales (or not ;)).
'BREAD WITH SPREADS' OR 'FRESH BAKED CIABATTA WITH HOMEMADE TAPENADES'
When you introduce your menu, think about the names of your products and dishes. Make sure it's attractive, but also be realistic. The difference can be made very easily, for example:
Bread with spreads
Fresh baked Ciabatta with homemade tapenades
Fried eggs with ham, cheese and onion
Big omelet with crispy bacon, young cheese and spring onions
Tournedos with fries
Tournedos with homemade fried fries and sauce of your choice
This has everything to do with the right tone of voice and choice of words. A creative process, but a 'sexy' name leads to a remarkable difference in sales. Research shows that with the right name, your products sell up to 300% (!!) better than before. What should you pay attention to?
CREATIVE NAMING OF PRODUCTS, BUT REMAIN REALISTIC
A hamburger is a good example. They come in all shapes and sizes. When McDonalds says on their menu: 'Organic meat with homemade salsa on a freshly baked bun from the oven', this of course does not correspond to reality. So take a good look at your offer, the quality and adjust your description accordingly. You can do that at all sorts of levels. Also for the snackbar and the ice cream shop:
Yoghurt cherry ice cream
Creamy yoghurt Amarena cherry
SUBTITLES, BECAUSE THE BRAIN WANTS CONFIRMATION
Let's talk about the last example: Pretty Pita. It has a nice ring to it, indicates that it is a 'pretty' dish, but what exactly is in it? You want to be ahead of that question too. The brain wants confirmation. That's why you can play around with original names and corresponding subtitles:
Richly filled pita bread with beef, vegetables and garlic sauce
Go Go Gamba
3 large prawns from the grill with seasonal vegetables and fresh fries
SHOULD I GIVE MAIN CATEGORIES A CREATIVE NAME TOO?
Here's the thing again: the brain wants confirmation. When you sit down at a table, the first and most logical thought is: "What are we going to drink?". So make sure it is clear where you can choose your drink. See for example the pink bar at the bottom of the image above. This is fixed and should not be in doubt. So be careful with creative designations in your main categories. Don't get too enthusiastic.
But In the Jamezz main screen, you can play with the names of your subcategories. The image above shows some examples of this, but you can also think of 'Summerdrinks' or 'Emma's Favorites' or 'Wake Up Drinks', etc.
TIP: Highlight your favourite sales products by using clever naming. Create confidence by choosing 'Top 10 Drinks' or 'Best Rated' or 'Most Purchased'.
Next week, we'll take this further and talk about the effect of framing, suggestions and social value.
See you then!