|
(contributed by Sean Brauser)
Is it time to add to your menu? I know a lot of pizzeria owners who ponder this question all of the time. I have often wondered if I am missing a key item on my menu that would be a huge moneymaker. There are some people who try to carry everything. And, there are others who sell only pizza. What is right for you? Only you can decide that. But I can offer some suggestions as to whether an existing item is worth keeping on the menu, or, if a new item is right for your store.
First of all, you cannot be all things to all people. I have noticed throughout the years that the pizza shops with the biggest menus usually have less sales than pizza shops with smaller menus. Why is this? I think its because every time they go to a food show or a rep comes in, they see a cool new item and put it on the menu. They get real excited about it too, because it is a new item and it tastes great and people are going to love it. They may even promote it (but probably not) and boom, it's on the menu. Then after the initial excitement wears off, they have this new item on the menu that a few customers buy religiously and most customers ignore. So they don't want to take it off the menu because they may upset a handful of customers who love it. But pretty soon, they have 10-20 of these specialty items on their menu. Their inventory is now swelling, they run the risk of items going bad or running out of them, and they make their operation a lot more complicated for no more profit! Here is the way I look at my menu. I look at it like a football roster. Not every item has to be a starter, but they all have to play. My number one reason for having an item on my menu is to sell it! If its not selling its going on the bench! A few years ago, I reduced our menu. I removed some of the old dogs that were clogging up my menu. I improved efficiency immediately in the kitchen, reduced my payroll, and actually improved sales. Now, how does sales go up by reducing your menu? Simple. By having fewer items, I was able to focus on improving everything on the menu, and was able to focus and direct my customers to the items I want them to buy.
Now, I still look to add things to my menu all of the time. For instance, I am going to be adding boneless wings soon. But every menu addition I do has to meet the following criteria; 1) It has to be profitable, at least a 65% gross margin. 2) It has to streamline into my operation. Operationally, they will add no additional labor or complications, because I already do wings now. 3) A new item has to be equal or better quality than I currently sell. And finally, 4) I have to be willing to fully support the new item in advertising for at least 6 months. That's right 6 months. I am not going to put something on my menu and let it die on the vine. I will have promotional support right away to generate trial, and then I'll package them with a pizza or by themselves for football. If you are not willing to support your new items with advertising, then don't add them because they will end up on the menu graveyard.
Talk to your RDP sales rep about your menu. See if they have suggestions about adding some items. Come to the RDP Food Shows when they have them and talk to the brokers and reps. And get rid of those dogs on the menu that make your store more complicated than it has to be! If you have questions about this article or any other pizza subject, go to www.rdpfoodservice.com and click on Ask the Champ. I will be happy to answer your toughest questions to the best of my ability, or find someone who can!
Close Window
|
