Decision Insight’s DiningIQ™ solutions feature our Virtual Menu Ordering

Traditionally, when restaurants test new menu items or variations, they depend on attitudinal measures, such as: “How appealing is the menu?” Or, “What is the impact on intent to visit in the future?” But these measures lack real-world context. Since diners are not making trade-offs in the context of a full menu, that testing does not provide the behavioral measures of impact on overall product mix and average ticket price.

Realizing how critical it is for restaurateurs to understand how alternative menu strategies impact the total guest order, Decision Insight developed our proprietary online virtual menu ordering to power our DiningIQ research solutions. Our virtual menus are always tested in the context of a full and realistic menu ordering experience that replicates actual behavior in the restaurant.

Testing within this context leads to rich output measures, including:

  • Menu Item Reach (% of consumers who order each item)
  • Product Mix (share of items across menu)
  • Average Ticket Price

Hungry for more diner knowledge and greater sales per ticket? Try DI and DiningIQ.