Nothing More Constant Than Change
How often should casual dining operators change their menu?
I was having an interesting conversation the other day with a friend of mine who was bemoaning the fact that her local supermarket had moved everything around and things weren’t where she expected them to be. Of course there is nothing new about this, with it being widely recognised as a tried and tested way for supermarkets to encourage shoppers to change the way they shop a particular store. A key driver of this is that whether we like to admit it or not, a lot of us are creatures of habit and as such we are often on auto pilot when we do our weekly shop. A consequence of this is that there are often a number of aisles which we never venture down as they are not part of our regular pattern of shopping. Reflecting on my own behaviour I realised that this was often the case. In some instances this is perfectly normal; I don’t own a pet, so no need to go down the aisle which sells pet food etc.
However as someone who often shops from a list I also realised there were other parts of the store that I completely ignore. For many people that’s just fine, but for others it means that what they may see as routine is in actual fact more of a rut. It can often mean that they miss out on the chance to try or experience new and different products.
Of course the key question for retailers is how often should they change their store layout? For many it is a fine balance between moving things around to break habits and routines versus making changes which annoy customers such as my friend, who prefer things to stay as they are.
This challenge versus the status quo is not unique to just supermarkets. When it comes to the world of casual dining one of the most frequent questions I get asked is how often should I change my menu?
Horses for courses
As you would expect there is no simple answer to when or how often a pub or restaurant should change its menu. In some cases the driver for change could location, it could be the types of customers you attract or would like to attract and of course whether you have a particular image or theme you are trying to project. A venue which prides its self on selling fresh ingredients will always have more licence to change than one which is built around more traditional comfort foods.
As with anything there are extremes at both ends of the spectrum. National pub chains that operate standard menus across 100’s of pubs, with printed menus, are unlikely to amend their main offerings more than once or twice a year. In contrast independently run pubs and restaurants, especially those with a strong kitchen set-up, will often change their menus on a monthly or even weekly basis.
Changing your menu on a more frequent basis helps keep things fresh for regular customers as well as having the advantage of being able to tailor your menu around things which are in season, which should in turn help to keep costs down.
But just to change your menu for the sake of it can be more damaging than not changing it at all. The key for operators and chefs alike is to be very clear on what is driving you to make changes. Only by knowing this are you sure that you are making the right changes at the right time.
Things to consider
When I talk and listen to chefs about changing their menus one of the first things which immediately stands out is how time consuming the whole process can be, especially if it’s not something which they are used to doing. Obviously the more experience they become the easier it becomes. There is also a big difference between wholesales changes versus more subtle tweaks.
Two of the main reasons the whole process can take so much time is that new items need to fully costed, otherwise profitability can take an unpleasant hit, and dishes also need to be tested. When I say tested I don’t just mean perfected in terms of taste and presentation, they also need to be tested to make sure that they can be produced consistently in the hustle and bustle of a busy kitchen. As we amateur cooks know all too well, there is a big difference between cooking a dish in one’s own time versus having to do it under pressure!
At the heart of any menu change should be what do your diners want? For some eating establishments with very regular clientele, changing the menu every month is almost a must so as to avoid customers getting tired of what is on offer. In other cases where a restaurant has a clear signature dish, then changing that would almost certainly be commercially damaging. Of course as you can imagine there is plenty of scope between these two opposites.
Regardless of what type of restaurant you run it is always best to use whatever is in season, at least for part of your menu. This doesn’t necessarily mean a complete overhaul; it just might require you to adapt your menu and your dishes to take advantage of what is likely to be in plentiful supply and therefore cheaper. As well as seasonal ingredients, where ever possible it’s also good to look to source as much as you can from local producers and suppliers. This can help generate a strong link with the local community and can often mean you have better line of sight when it comes to quality. For those more city based venues where produce has to be sourced from further afield then establishing an association with somewhere else in the country or on the coast is an option which can sometimes work.
Last but by no means least it is also vitally important that you keep in touch on a regular basis with how costs may be changing. When prices start to creep up either through inflation or shortages, dishes which were once profitable may become less so. Cost should always be a key factor when a pub or a restaurant plans its menus; if margins are being squeezed then it’s important that you adapt your dishes accordingly.
Not just about food
Finally when considering changes to your food menu it’s also worth looking at your drinks offer. I am frequently amazed as to how little thought seems to go into changing what can often be a key driver of footfall and profit. As with food it’s not always about wholesale changes but simply ensuring that you evolve your offer to suit the seasons, different trends and look to keep the offer fresh.
Whilst changing some draught products may be difficult due to supply contracts, most outlets have more flexibility and scope than they realise. This is especially true when it comes to packaged beer & cider, wines & spirits and where they are offered, cocktails.
It’s well recognised that many customers love to “eat with the seasons”. So why not drink with them as well? As we approach summer, offering drinks which capture the mood are more likely to sell than those which remind customers of colder times. Try and think of your drinks offer as an ever evolving entity. It is something which constantly needs to be managed and updated. As the seasons change, so should your drinks offer. Whilst your core offer will most likely stay the same, ensuring that well-loved favourites remain available all year round, don’t underestimate the fun and excitement that you can generate by featuring drinks with a more seasonal association.
Click here to read the published version of the article