The flow and placement of items on a menu or menu board, including the imagery used, can have a tremendous impact on the customers you attract and what they ultimately order. That impact is manifested in product selection and average ticket price. Most restaurants depend on attitudinal measures when testing these solutions, exposing respondents to a menu or menu board and asking them how appealing it is. Attitudinal measures are, of course, important, but they should never be used in isolation – not when it is efficient to obtain behavioral measures as well.
DI obtains these behavioral measures by testing alternative menus in our DiningIQ virtual restaurant environment revealing which strategy maximizes product mix and average ticket price. Participants visit the virtual restaurant (either in-store or drive-thru) and order as they would in a real world scenario. After ordering from the menu, specific diagnostics are performed to complete the purchase-picture.