Conclusion As insights-driven decisioning becomes the norm across industries, restaurants have an opportunity to apply greater quantitative rigor to menu optimization. This study suggests that restaurants would benefit from the following: Improved understanding of the impact of changes on consumer spend by category. Restaurants understand which customers stay or churn, but they are less sure if customers substitute spend in other categories or at a competitor. Calculating true lift and incrementality. Restaurants often focus on customer experience, but menu changes are business decisions. Restaurants must study their impact on overall revenue. Greater analysis of the operational changes required to adjust to menu changes. While restaurants are diligent about getting customer feedback on menu changes, operational feedback ensures the kitchen can deliver. Methodology In this study, Forrester conducted an online global survey of 319 menu optimization decision-makers and influencers at quick-service, fast-casual, or full-service restaurant chains. The study was completed in March 2024. Note: Percentages may not total 100 due to rounding. ROLE C-level executive 16% Vice president 41% Director 43% RESTAURANT TYPE Quick-service/ fast-casual 69% Casual/full-service 31% ANNUAL REVENUE More than $5B 10% $1B to $5B 17% $500M to $999M 16% $200M to $499M 56% REGION North America 25% APAC 30% EMEA 23% Latin America 21% NUMBER OF RESTAURANTS 500 or more 6% 400 to 499 13% 300 to 399 31% 200 to 299 24% 100 to 199 15% 50 to 99 10% Demographics 23 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 22
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