Full-service Quick-service and fast-casual Enhancing customer satisfaction 62% 60% Reducing supply chain costs 52% 55% Improving operating margin 61% 54% Optimizing the menu 55% 50% Expanding market share 37% 30% Increasing visits or visit frequency 48% 45% Increasing customer spend per visit 39% 55% Reducing consumer-facing fees 15% 22% Different Restaurant Types Have Different Goals Menu strategy leaders’ top annual goals included enhancing customer satisfaction, improving operating margins, and reducing supply chain costs. Although increasing customer spend ranks fifth overall, there are significant differences in priorities between quick service and full-service restaurants. 7 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 6 Base: 220 decision-makers at the director level or above at quick-service and fast-casual restaurants and 90 at full-service restaurants with decision-making power in optimizing the menu Note: Showing eight responses Source: A commissioned study conducted by Forrester Consulting on behalf of Mastercard, March 2024
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