DiningIQ Merchandising

Break through the Clutter to Maximize Sales

Over years of restaurant research, DI has witnessed the influence of several factors on how and what customers order – including in-store merchandising. Messaging, placement, and imagery can have a tremendous impact on what diners order. The right signage and displays must reach beyond being appealing and getting noticed; they must influence the desired diner behavior – and increase average spend.

Decision Insight’s DiningIQ-Merchandising solution is based on measuring actual behavior – not just attitudinal measures such as noticeability and appeal. By exposing respondents to a simulated restaurant (in-store or drive-thru), where diners order just as they would in real life, greater understanding is gained about awarenss of alternative merchandising executions – and, how they impact the guest order.

DiningIQ-Merchandising is an effective and proven tool to answer:

  • How will various merchandising strategies impact mix of orders across the menu, and total ticket ring?
  • Which merchandising alternatives are most noticed? How does merchandising impact noticeability of key items across the menu?
  • What is the optimal theme and location for merchandising materials?
  • How does the merchandising impact overall brand equity?

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Of Related Interest:

Quirk’s Magazine Article: French fries and the law of unintended consequences

 DiningIQ Merchandising
DiningIQ Solutions

DiningIQ Solutions

During our 30+ years of research for restaurants and food service, we have discovered a multitude of factors that affect how and what customers order. Ultimately that impacts product mix (proportion of orders across menu items) and average ticket price.

Strategies for Food Service

There are three primary strategies to growing sales in the restaurant world: 1) Attracting new customers, 2) Enticing current customers to visit more often and 3) Motivating current customers to spend more during each visit.

Best-in-Class Restaurant Research

While traditional research can address new and repeat business, a DiningIQ menu-order exercise also measures behavior to gauge the effectiveness of strategies on average ticket price.