Small Plates = Profitability

One of the hot new trends in 2009 is the Small Plate menu. (Perfect for those with a smaller appetite, easier on the wallet, better for the waistline....) Many restaurant owners may think "Why put cheaper items on my menu?" but there are a number of reasons this makes sense....Personally, I order off the small plates menu so I can have an appetizer or dessert, maybe both! It's also perfect for those who like to try different items instead of committing to just one entrée. This may seem like commitment phobia but variety is the spice of life, yes? Another good reason to offer a small plate menu is value perception. If folks think they are getting a bargain, they will be back! And they will tell their friends...

These ideas came from one of our designers, Nicole..." offering a lower portion at a lower price point is not only good for the economy but it also plays on the trend of more health conscious eating as our country's obesity rate approaches 60%.

Dessert "bites" like petit-fours, offering a small portion of a desert instead of the big one, charge 1.99 for 1/2 or 1/3 of the size and make a little more in profit margin by sneaking in the convenience fee of getting more variety and a smaller portion vs. 4.99 for the whole piece. Also, less food waste as the kitchen can divide desserts and apps into several orders if your run the promotion only during peak hours.

Create a fun name like - Triple Deal Meal or "Have Your Cake and Eat it Too". Include a mini-appetizer (1/3 size), mini entree (1/2) size and mini dessert (1/3) price for a fixed price (varied by entree.)
Triple Meal Deal - 14.99
Steak Only - 9.99

This is sort of like what the chains are doing but takes it a step further by putting the upsell in the entrée instead of on it's own menu. If people think they can get a dessert and an app for only $5.00 more, I think people would order. This would also encourage people try these "luxury" dining options that some people don't want to splurge on right now. When the economy gets better people will be more likely to order the larger portion if they choose because they've gotten hooked on something during a promotion.

That's my 2 cents."

Thanks Nicole!

Posted by Lab Assistant, Heidi R.