Executive Summary Menu optimization, including new items, deletions, limited-time offers (LTOs), and category management can have a big effect on customer loyalty and incremental sales and, subsequently, on the overall success of a restaurant. Despite the importance of data-driven menu optimization, many restaurant organizations have not standardized their approaches to menu analysis. To better determine the effects of menu changes, restaurants must establish comprehensive and reliable workflows that use all available menu data to inform changes, while taking potential traffic and profit losses into consideration. In a study commissioned by Mastercard, Forrester Consulting surveyed 319 menu and category leaders at quick-service, fast-casual, and full-service restaurant franchises to assess their current strategies, challenges, and the potential benefits of systematic approaches to menu optimization. ABOUT FORRESTER CONSULTING Forrester provides independent and objective research-based consulting to help leaders deliver key outcomes. Fueled by our customer-obsessed research, Forrester’s seasoned consultants partner with leaders to execute their specific priorities using a unique engagement model that ensures lasting impact. For more information, visit forrester.com/consulting. © Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester®, Technographics®, Forrester Wave, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. [E-59637] Project Team: Rachel Baum, Market Impact Consultant Contributing Research: Forrester’s Customer Experience research group © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 2 3
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