Menu testing is a unique category of customer satisfaction measurement specific to the restaurant industry. In this type of research, customer satisfaction with available meal options and the chosen meal quality is tested.

Why Menu Testing?

Significant investments are made into the ongoing development of new menu items for restaurants. A restaurant’s menu must continually evolve to reflect changing consumer tastes and health requirements, and to keep customers coming back. But, it is critical to test new menu items in select locations to find out what your customers think before investing in full rollout of new menu items out across all locations.

In-Touch Menu Testing

We understand the importance of menu testing to your business, and we have helped many restaurant chains implement successful menu testing pilot programs before a major new launch.

With experience using a variety of different methodologies, from online and/or telephone surveys to on-site handheld tablets or kiosks, we can design a program that:

• Uses the most appropriate methodology for your particular environment
• Includes a survey designed specifically to gather the feedback you need from your customers as quickly as possible
• Recommends incentives (e.g. a coupon for a discount off their next purchase, a free appetizer or dessert, etc.) that encourage people to participate in the test and visit you again

Survey Design and Implementation

Survey design for this type of measurement must be particularly carefully planned. In-Touch helps you ensure that customer feedback is actionable and that feedback about various menu choices can be compared between menu items and over time.

We also facilitate proper survey implementation; it is important to sample each menu option thoroughly through a representative cross-section of demographics - meaning invitations to the survey must be well controlled.

Depending on the study specifics, we can help you select the more appropriate methodology; using on-site mobile technology or through a web survey. On-site applications have the advantage of full control of the selection of respondents as well as the benefit of the respondent’s fresh memory of the meal just consumed. Invitations to web surveys are less intrusive, provide the respondent with more privacy, and have the added benefit of acting as a “brand reminder” after the dining experience itself has been completed.